How We Cut Down Support Contacts by Fixing Sign-Up Friction
VP of Customer Experience
Project Overview
Led the initiative to reduce friction in the sign-up flow by personally mapping the user journey and directing cross-functional collaboration to eliminate post-signup login confusion.
The Challenge
A significant number of users contacted support shortly after signing up, unable to log into their new accounts. The original flow was disjointed: • Users created an account • Confirmed their email • Were then required to return and manually log in This created unnecessary friction and confusion—especially around when and how to log in. Additionally, the password creation process was unclear, leading to further frustration and support tickets. The result was a high volume of avoidable customer contacts and a poor first impression of the product.
Process & Approach
Discovery & Journey Mapping
• Personally mapped the end-to-end experience from sign-up to login, identifying key pain points
• Noted disconnects between account creation, email confirmation, and the manual login process
• Partnered with support who analyzed support contacts to understand user confusion in real terms
UX Strategy
• Defined a core UX goal: Get users to their dashboard with zero extra steps post-signup
• Prioritized streamlining, reducing cognitive load, and auto-authentication as strategic themes
Design & Prototyping
• The designer created wireframes showing the revised flow with reduced steps
• Introduced immediate login upon account creation
• Simplified password creation experience
User Testing & Validation
• Conducted internal walkthroughs with non-technical users
• Validated changes against past user complaints to ensure resolution
Collaboration & Final Approval
• Led team discussions on edge cases and backend implications
• Worked closely with dev to align on token-based auto-login flow
• Signed off on the final experience before handoff
Outcome & Results
Users were automatically logged in immediately after signing up—no more re-authentication. • The password setup process was simplified and clarified • The new flow resolved all user confusion—support no longer received any contacts related to sign-up or password creation • Resulted in a cleaner, more modern onboarding experience and higher satisfaction at first touchpoint
Project Details
Role:
VP of Customer Experience
Team:
1 UX Researcher, 1 Content Strategist, 1 PM, 1 Engineer, 1 Designer
Key Highlights:
• Eliminated all sign-up related support contacts
• Implemented automatic login after account creation
• Simplified password creation process
Impact:
Users were automatically logged in immediately after signing up—no more re-authentication
Skills & Tools: