Telia SSO Login Flow Optimization

Client:
Telia - a telecommunications company operating across the Nordic and Baltic markets.

Project Overview

Telia's SSO is a critical entry point to multiple digital services. The challenge was to simplify the authentication journey and reduce user friction while preserving the security requirements of the login process.

My Role

I worked on improving the end-to-end login experience across desktop and mobile. My role included analysing existing friction points, defining improved user flows, designing interface states and error scenarios, prototyping solutions and collaborating closely with product and development teams.

Challenge

The existing journey contained several usability issues. Users had to navigate multiple authentication steps, system feedback was not always clear, and some parts of the experience were particularly difficult on smaller screens.

Because authentication is security-sensitive, the goal was not simply to remove steps. The flow needed to become easier to understand without weakening security or user trust.

Design Approach

I reviewed user feedback and behavioural insights to identify the main friction points in the journey.

The redesigned experience focused on:

- clearer and more predictable login steps
- actionable error messages and system feedback
- reduced cognitive load during authentication
- improved mobile usability
- consistent interaction patterns across devices

I created and iterated on user flows and prototypes together with product and development teams, refining the experience around both user needs and technical constraints.

Outcome

The redesigned flow created a clearer and more predictable authentication experience, particularly on mobile. Users received better guidance throughout the journey while the core security requirements of the SSO process were preserved.

Key Learning

Security-sensitive experiences require a careful balance between usability and protection. Removing friction does not necessarily mean removing steps - often the biggest improvement comes from clearer communication, better feedback and making each step easier to understand.