2025
How unifying user authentication set up future growth
For years, log in and create account were two separate experiences at Business Insider. Beyond the friction it created for users, it meant we were missing out on valuable first-party data, logged-in users give us the signal we need to better understand and serve our audience.
I led the design end-to-end, working with a PM and engineering to consolidate these paths into a single, seamless flow.
The Problem
The Problem
Splitting login and account creation into separate paths forced users to make a decision they shouldn't have to make. If a user had forgotten whether they'd already signed up, there was nothing to help them. No indication, no error message, no recovery path resulting in confusion, drop-off, and lost sessions.
Splitting login and account creation into separate paths forced users to make a decision they shouldn’t have to make. If a user had forgotten whether they’d already signed up, there was nothing to help them. No indication, no error message, no recovery path resulting in confusion, drop-off, and lost sessions.
Key accomplishments
Unified log in and create account flows
Users no longer have to guess and decide whether they have an account at Business Insider. A single cohesive flow allows user to only enter their email address and the backend will determine if they should be logging in or creating an account.
Unified log in and create account flows
Users no longer have to guess and decide whether they have an account at Business Insider. A single cohesive flow allows user to only enter their email address and the backend will determine if they should be logging in or creating an account.
Eliminated password fatigue
Users won’t need to generate or memorize passwords by providing them a secondary option of authentication via email verification. A quicker option for users if the password is incorrect than resetting a password. This method is ideal for users who rarely signs in and does not use a password manager will likely find a “magic link” much easier to use.
Eliminated password fatigue
Users won’t need to generate or memorize passwords by providing them a secondary option of authentication via email verification. A quicker option for users if the password is incorrect than resetting a password. This method is ideal for users who rarely signs in and does not use a password manager will likely find a “magic link” much easier to use.
Laid the groundwork for password-less login across products
There was many different variants of our login and create account component across different products, presenting different copy or button styles. I took this opportunity to complete a full audit of all the instances and consolidate all the variants.
Laid the groundwork for password-less login across products
There was many different variants of our login and create account component across different products, presenting different copy or button styles. I took this opportunity to complete a full audit of all the instances and consolidate all the variants.
Made improvements to the input field component
I took initiative in improving the component by making the Label visible compared to our older version. Making sure there was built in space for error messages in design and code, created useable input field component in the design library for other designers to utilize.
Made improvements to the input field component
I took initiative in improving the component by making the Label visible compared to our older version. Making sure there was built in space for error messages in design and code, created useable input field component in the design library for other designers to utilize.
Before vs after
