Website facelift

Client:
Telia – Leading telecommunications company in the Nordics and Baltics, offering IT, internet, and mobile services.

Project Overview
Telia’s existing Single Sign-On (SSO) login flow was creating friction for users, leading to high drop-off rates during the login process. The challenge was to simplify and optimize the SSO experience to improve login success rates while maintaining the security and integrity of the authentication process.

Problem Statement
The existing SSO login flow had several pain points:

Complex login steps: Users found the process overly complicated and confusing.
High drop-off rates: Many users abandoned the login process midway, especially when accessing services across multiple Telia platforms.
Inconsistent design elements: The interface did not provide clear feedback, and the flow was not optimized for all devices, particularly mobile.
The goal was to enhance the SSO experience to reduce drop-off rates, improve usability, and increase overall login success.

Research & Insights
I worked closely with product managers and developers to gather insights from user feedback, analytics, and direct observation of login sessions. Key findings included:

Users struggled with multiple authentication steps, causing confusion and frustration.
Lack of error feedback: Users were often unaware of what went wrong if they entered incorrect information, leading to repeated failures.
Mobile performance issues: The login flow was not fully optimized for mobile devices, contributing to lower success rates on smaller screens.
Design Process
1. User-Centered Research
Through collaboration with the product and development teams, we analyzed user behavior data and conducted A/B testing to identify areas for improvement. We also conducted user interviews to gather qualitative insights on pain points and expectations.

2. Simplified SSO Flow
We redesigned the SSO flow to:

Reduce the number of steps required for login, making the process quicker and more intuitive.
Improve error feedback: Clear and actionable error messages were implemented to guide users through potential issues like incorrect passwords or incomplete data.
Optimize for mobile: The flow was fully adapted to mobile, with simplified UI elements and responsive design for smaller screens.
3. Design Iteration and Testing
Prototypes were created and tested in real-world scenarios with Telia users. Based on the feedback, we made further refinements to ensure smooth transitions between login steps and a consistent, branded experience across devices.

Impact & Results
The optimized SSO login flow delivered significant improvements:

25% increase in login success rates, allowing users to access services more easily across Telia’s platforms.
15% reduction in drop-off rates during the login process, particularly for users on mobile devices.
Improved user satisfaction, as measured by post-login surveys and customer feedback, showing reduced frustration and a more seamless experience.
Key Learnings
This project highlighted the importance of simplifying complex processes like SSO without compromising security. Iterative testing and close collaboration between design, development, and product teams proved essential for delivering a login flow that met both business and user goals.