HPiD

The initial HPiD create/sign-in experience.

Initial testing

Leveraging analytics data to validate assumptions about customer pain points, I developed multiple iterations of potential design solutions for the account creation experience. Each concept was translated into a fully interactive prototype representing a distinct approach to improving usability. These were tested alongside a prototype of the existing experience to evaluate intuitiveness, ease of use, and overall effectiveness. User feedback also provided critical insights into what was not working in the current flow.

Each prototype addressed a specific pain point: one split the required information across two screens to reduce cognitive load; another removed the mobile number requirement to streamline input; and a third minimized scrolling by compressing input fields into a more compact layout. The findings from these tests informed the final design direction, ensuring the solution was grounded in real user needs and behaviors.

New HPiD experience options for testing as well as the current design.

Findings

Users first navigated through the existing HPiD experience, and I gathered their impressions through feedback sessions. The majority of participants noted that the form had an excessive number of fields and password requirements. Many users expressed difficulty in locating the option to sign in with an existing account and were uncertain about whether it was possible to create an account without providing a mobile number. Concerns were raised about receiving unsolicited corporate communications or having personal information sold.

Based on this feedback, I identified key areas for improvement. Users preferred a streamlined account creation process with fewer fields, which allowed them to complete the flow more efficiently. While they felt that including their name was unnecessary, they appreciated that their email address (or mobile number) could serve as their username, eliminating the need to remember additional login credentials

The first iteration addressed several key issues raised by user testing. To improve navigation, the toggle between "Sign In" and "Create Account" was relocated to the top of the page, reducing the need for users to scan the interface for their preferred action. The number of fields in the initial account creation flow was minimized: the mobile phone number and region fields were moved to a separate page, with both marked as optional. Additionally, the region was auto-selected based on the user's metadata, further streamlining the process.

The verification flow was redesigned to hide the verification code input field, encouraging users to complete the verification process more seamlessly via the email button, which provided a faster, more intuitive experience. While users felt the "Name" fields were unnecessary, marketing stakeholders insisted on retaining them, citing data showing users preferred having support and marketing communications address them by name.

Due to technical constraints, we were unable to implement a single Email/Mobile number field for the sign-in experience. Instead, a toggle link was added within the input field to allow users to easily switch between options. To ensure consistency across platforms, the experience was designed on a card that maintains the same size across web, tablet, and mobile devices. This layout also adapts to partner applications, whether displayed in app windows or embedded within web views. Additionally, the background image on desktop and tablet platforms can be customized according to partner preferences.

Following the implementation of this design, the abandonment rate for account creation decreased by 12% while successful sign-ins increased by 15%.