Don’t Let a Poor Login Experience Drive Users Away
At SpeakX, an Edtech Startup, we are on a mission to revolutionize how children learn and speak in English. Our platform, driven by genAI technology, personalizes the learning journey for each child, making it engaging and effective. I’ve had the privilege of evolving from a Product Experience Researcher, where I understood user needs, to my current role as a Product Manager, focused on delivering what users need.
I’ll walk you through my latest project: Enhancing the login experience for our users.
The Hypothesis: Our journey to enhance the login experience began with a hypothesis rooted in two critical pillars: customer progress and personalization. We postulated that by streamlining the login process and making it more user-centric, we could achieve two primary goals
- Customer Progress: We hypothesized that a smoother login experience would significantly boost our users’ progress within the platform. A convenient and quick login would eliminate potential obstacles and create a more positive initial interaction with our app.
- Personalization: We believed that by ensuring a hassle-free login, we could better personalize the learning experience for each child. The login experience serves as the gateway to a world of tailored content, and making this entry point frictionless was crucial to our mission.
Furthermore, we noticed an intriguing trend: users who completed the login process during their initial interaction with our platform demonstrated a higher rate of conversion than those who skipped the login initially and attempted it when making a payment. This observation hinted at the significance of the login experience not only as a first impression but also as a catalyst for continued engagement and commitment.
The Challenge:
The login process often serves as the first point of contact for users with our platform. We recognized several areas where improvements could significantly enhance the user experience:
1. Integrate Truecaller for a Better and Faster Experience, Addressing User Cases: We aimed to streamline the login process by integrating Truecaller, providing a seamless experience for our users while considering diverse user scenarios.
2. Auto-Read OTP SMS: Simplifying the login process by automating the reading of OTP SMS codes, reducing user effort and friction.
3. A/B Tests to Enhance Onboarding Screens, Transitions, and Loaders: Improving the onboarding experience through A/B testing, focusing on smoother transitions and engaging loaders to create a positive context setting impression.
4. Auto-Read Number from the Keypad: Eliminating the need for manual input by automatically reading the user’s phone number from the keypad, making login even more convenient.
5. Support for Input Field for User’s Name: Adding a name input field for a more personalized and welcoming experience.
6. Alternative Login Options for SMS OTP Failure: In case of SMS OTP failure, users can now request OTP using WhatsApp or receive a call, ensuring a backup plan for smooth login.
The Results:
The impact of these changes on our user base was nothing short of transformative:
1. Overall Login Rate Improvement: After implementing these improvements, our login rate from installs saw a remarkable 9% increase, surging from 44% to 53% (Results for 1 week)
2. Reduced User Skip Rate: The percentage of users skipping the Truecaller integration dropped significantly, down by 25% from 44% to 33%. This suggests that users found value in the integrated feature, reinforcing its importance.
Conclusion:
My journey from a Product Experience Researcher to a Product Manager at SpeakX has been an enlightening one. Our recent endeavors to enhance the login experience have proven to be successful, aligning with our mission to help children master English communication. As we continue to grow and adapt, our dedication to delivering the best educational experience for young learners remains unwavering.
