Postmedia Login Experience

Business Goals

Increase sign-ups and sign-ins to help increase newsletters opt-in and engagement
Collect first party data for more accurate segments and increase our number of participants in the 19+ segments
Simplify the process (less friction for the user) and better mobile experience
Moving our users into the conversion funnel (from anonymous reader to a subscriber) by effectively collecting more first party data
Reduce calls to call centres

As a user, I want

to understand the value of creating an account
an easy and simple sign in/sign up experience
to feel more engaged and connected (part of a community)
to feel more informed and in control
to feel that my information is secure
to feel more acknowledged and served more personalized content

My Role

I handled the design process from ideation to final product, so I created user journeys, wireframes, prototypes, high-fidelity designs and the style guide. To understand users, their pain points and needs, I used a user research done by Yvette Chen for registration/subscription related projects.

Users' Pain Points

“

Just the time it takes is much more than other sites…
Anonymous Postmedia Employee2018

“

I do not like being forced to login each time I want to read an article. I don't mind having to log-in once every month or so just to confirm I am still active and interested.
Anonymous Postmedia Employee2018

“

Keep it simple, secure, and you will have more readers but don't forget that readers want the articles
Anonymous Postmedia Employee2018

Challenge

Making sure all the steps and functionalities are compatible, since the new sign in experience will be built using multiple platforms. Therefore, I had conversations with developers to understand the technical limitations and to make sure what I am creating will be built.

Solutions & Best Practices

new sign in form to the right while listing some benefits of signing in to the left

Drag me

Sign in

Changing the login experience from modal to a full dedicated page, so that customer support can direct people to a URL and password managers can store that login
On desktop, define the value proposition by listing the benefits of signing in or registering

Create Account

Only kept the essential fields to speed up the registration process
Encourage social login by moving it above the email form as it’s key to personalized audience experience. It enhances the user’s experience, and allows marketers to gather more accurate data (improve segmentation, personalization and targeting efforts). It also reduces the number of failed login attempts and password reset requests
Replace reCAPTCHA box with reCAPTCHA v3, which helps detect abusive traffic without any user friction
Add the option to show/hide the password so the user makes fewer mistakes. Also, adding another password field to confirm the password won’t be necessary anymore
Add ‘Remember me’ opt-in to reduce the ‘forgot my password’ requests
Add password strength meter to add a level of security to the user

New design of the create an account page with the form to the right and the benefits to the left

old design of the create an account is a modal with a long form