B2B
B2B
UI/UX Design
UI/UX Design
Shipped
Shipped
App first-login
App first-login
Overly complicated first-login flows scare users away from our mobile app. A quick redesign helps fix that.
Overly complicated first-login flows scare users away from our mobile app. A quick redesign helps fix that.
Industry
Industry
Automotive
Automotive
Headquarters
Headquarters
Gurugram, India
Gurugram, India
Founded
Founded
2021
2021
Company size
Company size
100-150
100-150
Opportunity
A portion of customers download the app but fail to complete their first login. This revealed a clear opportunity to optimise the initial login flow for new users. By simplifying this process, we could enhance user engagement, increase retention rates, and improve overall app adoption.
Opportunity
A portion of customers download the app but fail to complete their first login. This revealed a clear opportunity to optimise the initial login flow for new users. By simplifying this process, we could enhance user engagement, increase retention rates, and improve overall app adoption.
Opportunity
A portion of customers download the app but fail to complete their first login. This revealed a clear opportunity to optimise the initial login flow for new users. By simplifying this process, we could enhance user engagement, increase retention rates, and improve overall app adoption.
Outcome
Following the design improvements to the first-login experience, unique user logins increased by 15%. By simplifying the process and clearly communicating the purpose of requested data, we successfully enhanced user trust and engagement. This outcome underscored the impact of simple and thoughtful design on improving user perception.
Outcome
Following the design improvements to the first-login experience, unique user logins increased by 15%. By simplifying the process and clearly communicating the purpose of requested data, we successfully enhanced user trust and engagement. This outcome underscored the impact of simple and thoughtful design on improving user perception.
Outcome
Following the design improvements to the first-login experience, unique user logins increased by 15%. By simplifying the process and clearly communicating the purpose of requested data, we successfully enhanced user trust and engagement. This outcome underscored the impact of simple and thoughtful design on improving user perception.
42%
Increase in unique user logins
15%
Increase in Bookings initiated
33%
less users skipped login
Industry
Automotive
Headquarters
Gurugram, India
Founded
2021
Company size
100-150
42%
Increase in unique user logins
15%
Increase in Bookings initiated
33%
less users skipped login
Hypothesis
A more graphic first login (above, left) uses engaging visuals, illustrations, and onboarding steps to create a richer experience, guiding users through features before account creation. While visually appealing, it can slow down entry, increasing drop-offs. The existing login flow
A simpler login (above, right) focuses on minimalism—just a phone number and OTP, ensuring users access the platform quickly. This reduces friction, improves conversion rates, and allows details to be added later. Prioritising efficiency over detailed feature descriptions ensures users complete the process with minimal effort, and minimal cognitive load.
Hypothesis
A more graphic first login (above, left) uses engaging visuals, illustrations, and onboarding steps to create a richer experience, guiding users through features before account creation. While visually appealing, it can slow down entry, increasing drop-offs. The existing login flow
A simpler login (above, right) focuses on minimalism—just a phone number and OTP, ensuring users access the platform quickly. This reduces friction, improves conversion rates, and allows details to be added later. Prioritising efficiency over detailed feature descriptions ensures users complete the process with minimal effort, and minimal cognitive load.
Execution
I streamlined the login experience by requesting only a phone number, removing unnecessary fields that previously caused friction and drop-offs. Users could complete their profiles later, such as after booking a test drive, ensuring that the first login remained quick and effortless. My goal was to reduce barriers to entry while maintaining flexibility for users to provide additional details when most relevant.
I optimised our design to match the industry standard of two clicks to login (ideal flow below), ensuring users could log in with minimal effort. This not only improved usability but also increased conversion rates, as fewer users abandoned the process. The result was a faster, more intuitive onboarding experience that aligned with user expectations while maintaining the necessary data collection for future interactions.
Execution
I streamlined the login experience by requesting only a phone number, removing unnecessary fields that previously caused friction and drop-offs. Users could complete their profiles later, such as after booking a test drive, ensuring that the first login remained quick and effortless. My goal was to reduce barriers to entry while maintaining flexibility for users to provide additional details when most relevant.
I optimised our design to match the industry standard of two clicks to login (ideal flow below), ensuring users could log in with minimal effort. This not only improved usability but also increased conversion rates, as fewer users abandoned the process. The result was a faster, more intuitive onboarding experience that aligned with user expectations while maintaining the necessary data collection for future interactions.
Testimonials
Comments from colleagues and friends
Parth's commitment to delivering good UX is note-worthy. I rarely see anyone dive as deep into consumer thought processes as he does.
Anthony Damien
Director, Solverminds Solutions
An employee I don't have to micromanage. Parth's leadership in creating our design system ensured the process was smooth and efficient. His experience and attention to detail always exceeds expectations.
Medha Kadian
Lead Designer, Enphase Energy
Parth created extremely well-thought user journeys for the interface of an additive manufacturing project here at Oracle. Would work with him again, anytime.
Navneet Kapur
Director, Oracle
I was genuinely surprised Parth has no formal background in product management and growth. His intuition has been proved right time and again, backed by hard data.
Gurmeet Singh
Product Manager, Cars24
Parth's commitment to delivering good UX is note-worthy. I rarely see anyone dive as deep into consumer thought processes as he does.
Anthony Damien
Director, Solverminds Solutions
An employee I don't have to micromanage. Parth's leadership in creating our design system ensured the process was smooth and efficient. His experience and attention to detail always exceeds expectations.
Medha Kadian
Lead Designer, Enphase Energy
Parth created extremely well-thought user journeys for the interface of an additive manufacturing project here at Oracle. Would work with him again, anytime.
Navneet Kapur
Director, Oracle
I was genuinely surprised Parth has no formal background in product management and growth. His intuition has been proved right time and again, backed by hard data.
Gurmeet Singh
Product Manager, Cars24
Parth's commitment to delivering good UX is note-worthy. I rarely see anyone dive as deep into consumer thought processes as he does.
Anthony Damien
Director, Solverminds Solutions
An employee I don't have to micromanage. Parth's leadership in creating our design system ensured the process was smooth and efficient. His experience and attention to detail always exceeds expectations.
Medha Kadian
Lead Designer, Enphase Energy
Parth created extremely well-thought user journeys for the interface of an additive manufacturing project here at Oracle. Would work with him again, anytime.
Navneet Kapur
Director, Oracle
I was genuinely surprised Parth has no formal background in product management and growth. His intuition has been proved right time and again, backed by hard data.
Gurmeet Singh
Product Manager, Cars24
Parth's commitment to delivering good UX is note-worthy. I rarely see anyone dive as deep into consumer thought processes as he does.
Anthony Damien
Director, Solverminds Solutions
An employee I don't have to micromanage. Parth's leadership in creating our design system ensured the process was smooth and efficient. His experience and attention to detail always exceeds expectations.
Medha Kadian
Lead Designer, Enphase Energy
Parth created extremely well-thought user journeys for the interface of an additive manufacturing project here at Oracle. Would work with him again, anytime.
Navneet Kapur
Director, Oracle
I was genuinely surprised Parth has no formal background in product management and growth. His intuition has been proved right time and again, backed by hard data.
Gurmeet Singh
Product Manager, Cars24
Testimonials
Comments from colleagues and friends
Parth's commitment to delivering good UX is note-worthy. I rarely see anyone dive as deep into consumer thought processes as he does.
Anthony Damien
Director, Solverminds Solutions
An employee I don't have to micromanage. Parth's leadership in creating our design system from scratch ensure the process was smooth and efficient. His experience and attention to detail always exceeds expectations.
Medha Kadian
Lead Designer, Enphase Energy
Parth created extremely well-thought user journeys for the interface of an additive manufacturing project here at Oracle. Would work with him again, anytime.
Navneet Kapur
Director, Oracle
I was genuinely surprised Parth has no formal background in product management and growth. His intuition and design sense has been proved right time and again, backed by hard data.
Gurmeet Singh
Product Manager, Cars24
Parth's commitment to delivering good UX is note-worthy. I rarely see anyone dive as deep into consumer thought processes as he does.
Anthony Damien
Director, Solverminds Solutions
An employee I don't have to micromanage. Parth's leadership in creating our design system from scratch ensure the process was smooth and efficient. His experience and attention to detail always exceeds expectations.
Medha Kadian
Lead Designer, Enphase Energy
Parth created extremely well-thought user journeys for the interface of an additive manufacturing project here at Oracle. Would work with him again, anytime.
Navneet Kapur
Director, Oracle
I was genuinely surprised Parth has no formal background in product management and growth. His intuition and design sense has been proved right time and again, backed by hard data.
Gurmeet Singh
Product Manager, Cars24
Parth's commitment to delivering good UX is note-worthy. I rarely see anyone dive as deep into consumer thought processes as he does.
Anthony Damien
Director, Solverminds Solutions
An employee I don't have to micromanage. Parth's leadership in creating our design system from scratch ensure the process was smooth and efficient. His experience and attention to detail always exceeds expectations.
Medha Kadian
Lead Designer, Enphase Energy
Parth created extremely well-thought user journeys for the interface of an additive manufacturing project here at Oracle. Would work with him again, anytime.
Navneet Kapur
Director, Oracle
I was genuinely surprised Parth has no formal background in product management and growth. His intuition and design sense has been proved right time and again, backed by hard data.
Gurmeet Singh
Product Manager, Cars24
Parth's commitment to delivering good UX is note-worthy. I rarely see anyone dive as deep into consumer thought processes as he does.
Anthony Damien
Director, Solverminds Solutions
An employee I don't have to micromanage. Parth's leadership in creating our design system from scratch ensure the process was smooth and efficient. His experience and attention to detail always exceeds expectations.
Medha Kadian
Lead Designer, Enphase Energy
Parth created extremely well-thought user journeys for the interface of an additive manufacturing project here at Oracle. Would work with him again, anytime.
Navneet Kapur
Director, Oracle
I was genuinely surprised Parth has no formal background in product management and growth. His intuition and design sense has been proved right time and again, backed by hard data.
Gurmeet Singh
Product Manager, Cars24