Case Study: Filterbuy Log-In Redesign

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Project Overview

Filterbuy wanted to enhance the log-in experience for customers by creating a more streamlined, secure, and user-friendly process. The primary goal of this project was to increase user retention by making the log-in process smoother, reducing barriers to account access, and improving overall customer satisfaction.

Challenges

• High Drop-Off Rates: The existing log-in flow was cumbersome, leading to high user drop-off rates before account access.
• Limited Security and Accessibility: The log-in process lacked modern security features and didn’t fully adhere to accessibility guidelines, posing issues for some users.
• Inconsistent User Experience: Design inconsistencies in the log-in UI detracted from Filterbuy’s brand identity and led to usability issues.

Objectives

• Simplify the log-in process to enhance ease of access for returning customers.
• Improve security by implementing modern authentication features like multi-factor authentication (MFA).
• Ensure the design is accessible, responsive, and aligned with Filterbuy’s brand standards.

User Research

To understand user needs and pain points, we conducted:

• Surveys and User Interviews: Gained insights into user frustrations with the existing log-in process, including password reset difficulties and lack of mobile responsiveness.
• Behavioral Analysis: Studied user flows and log-in data to identify stages where users frequently abandoned the log-in process.

Competitive Analysis

Researched log-in flows from leading e-commerce and subscription platforms.

Key Findings

• Users wanted a quicker, more intuitive way to access their accounts.
• Security was a top concern, with users requesting additional layers of protection for account access.
• A simplified design with responsive elements was needed to create a seamless experience across devices.

Ideation and Solution Development

Based on research insights, we brainstormed solutions focused on reducing friction in the log-in process. Key elements included a clean, mobile-first layout, clear call-to-action buttons, and additional security features.

Wireframing and Prototyping

• Low-Fidelity Wireframes: Created to test the basic layout and log-in flow, emphasizing simplicity and ease of use.
• High-Fidelity Prototypes: Developed in Figma to include final UI elements, such as color scheme, typography, and brand-consistent icons.

User Testing and Iteration

We conducted multiple rounds of user testing with both existing and new customers:

• Usability Testing: Focused on ease of navigation, the intuitiveness of the layout, and effectiveness of the log-in options.
• Feedback on Security Features: Evaluated customer response to the newly implemented multi-factor authentication and streamlined password reset process.

Testing led to iterative refinements, including adjustments to button placement, font sizing for readability, and simplified navigation for users with accessibility needs.

Key Features of the Final Design

• Enhanced Security: Added multi-factor authentication and a secure password reset process to address user concerns over account protection.
• Mobile-First and Accessible Design: Designed with a mobile-first approach, ensuring full responsiveness across devices, and meeting ADA and WCAG accessibility guidelines for an inclusive experience.
• Clear, Brand-Consistent UI: Implemented a modern, minimalistic design that reinforces Filterbuy’s brand identity and enhances user trust and satisfaction.

Reflection and Future Enhancements

Lessons Learned

This project emphasized the importance of combining security with user experience. By listening to user feedback and focusing on simplicity, we were able to create a secure, intuitive log-in experience that aligns with user needs.

Future Improvements

Future updates could include additional log-in methods, such as biometric options (e.g., Face ID, fingerprint), and deeper integration with account activity to further streamline the experience.

Impact on Filterbuy’s Strategy

The success of the Log-In Redesign has encouraged Filterbuy to prioritize user experience and security in all future projects. This redesigned log-in experience will serve as a benchmark for upcoming platform enhancements focused on customer retention and satisfaction.