Guest accounts for...
applicants
lifelong learners
collaborators
researchers

client

Indiana University

role

Product designer
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Summary

Overview

Contributions

My contributions included:
  • Defining and executing the UX research methodologies
  • Exploring account and social login best practices
  • Designing visual interfaces, crafting application flows, and writing copy
  • Implementing pixel-perfect frontend solution that meets accessibility standards; testing performance and functionality
  • Collaborating with university-wide stakeholders to transition to the new service
  • Creating documentation for developers, support, and end users

Goals

Ordered by importance, the goals for this project were:
  • Seamless creation processes for email- and social-based accounts
  • Streamlined IU branding and utilization of new design system
  • Improved account management features, including account linking
  • Forward-looking adoption of social login providers
  • Strategic alignment with account lifecycle vision

Results

By embracing the usability testing findings and comparing the vended solution with our commitments, I convinced key decision-makers that building our own solution was the only way to reach our goals.
While this decision pushed back the target release, it enabled us to create a far superior solution that affords an exceptional user experience and future account flexibility.
Indiana University has applicants from around the world that rely on guest accounts to apply for admission. The university also supports a wide range of educational programs—from high school classes to lifelong learning courses—through guest accounts. However, the existing account creation and management service was woefully outdated and a poor first impression. In addition to adding social login options, the IU Guest application needed a top-to-bottom makeover.
However, before I was assigned to the project, it was decided that a vended product would provide the account creation and management solution. This approach would be challenged through usability testing, and the long-term account goals at IU would be explored.
Through testing and research that advocated for the user while complimenting the identity team's desired future, we pivoted and created a custom solution that alleviated all the identified pain points and positioned the service to bolster the comprehensive IU account lifecycle.

Discover

Perform extensive review of existing application, conduct product research, and create user experience artifacts.
customer feedback
interviews
Data analysis
personas

Ideate

Mock up initial designs within vendor constraints and perform usability testing.
UI design
testing

Refine

Present usability findings to vendor, identify product pain points, and create entirely new product.
vendor feedback
Product research
UI design
process design

Implement

Determine all application flows, develop user interfaces, test application performance and functionality, update existing documentation, and collaborate with partners throughout the university to release.
figma
JavaScript
html/css
accessibility
copy writing
funcational testing
documentation
Step 1

Discover

Existing application review

Methods

Task analysis
Assessed existing application workflows for creating an account, logging in, and managing name, email, and password.
Customer reviews
Read through and collated application reviews to uncover user pain points.
Stakeholder interviews
Gathered feedback from admissions and support representatives.
Data analysis
Totaled existing user email addresses by domain (i.e., Google, Yahoo, etc.) for the pilot application to provide insight into most popular social services.
Bad reviews of existing app
1-star reviews for existing guest application

Insights

  • Users come from dozens of applications to create an account
  • Existing password requirements are complex and burdensome
  • Instructions were needed on occasion to complete account setup
  • Encountering error messages is both common and frustrating
  • The password reset process included copying and entering codes
  • Users create more than one account and can't link them

Product research

Methods

Market research
Collected social login statistics for adoption and usage and compare with traditional email registration.
Competitive analysis
Identified strengths/weakness of account creation processes at companies with reputable design that support social login.
Task analysis
Assessed vendor application workflows for creating an account, logging in, and managing name, email, and password.
Vendor interviews
Gained insider perspective from vendor's Director of Customer Success regarding social login metrics, best practices, adoption techniques, and user workflows.
Lengthy user agreement
Lengthy vendor login screen from task analysis

Insights

  • 45% of people create multiple accounts because of forgotten credentials (link)
  • All companies researched offered no more than three social login options
  • Even for accounts with social login, an email verification process was required
  • 85% of social logins powered by Google, according to vendor; 61% by Facebook, according to competitor (link)

Personas & scenarios

Personas for Ashley and Jim
Two personas that influenced our understanding and gained our sympathy

Methods

Based on the stakeholder interviews, two personas were created, each with an associated scenario. These provided biographical and device information as well as context and motivation.
These artifacts were referred to throughout the Discovery, Ideate, and Refine processes. Due to the many competing priorities, it was vital for the development team to empathize with the users when cutting features would have alleviated many of the pressures they faced.

Insights

  • The scenarios provided helpful contextual clues to explore the account creation process for social login users
  • Empathizing with and understanding the users' motivations and constraints in creating an account guided not only how many social login options to offer but also which providers
Step 2

Ideate

Build prototype with vendor solution

Since I was initially tasked with working within a vended solution, only the bookends of the user journey were within my design sphere. Aside from plain-text copy in email communications, most everything else within the vended product was pre-determined. The focus, then, was on preparing users before they went off to the vendor's product.
Screenshots of clunky vended user experience
Clunky user experience with vended solution

Prototype usability testing

Method

In-person testing
  • 5 participants
  • Ages 18-55
  • 20-45 minute sessions
  • 15 follow-up questions
User scenarios
  • Create account (email address or social account)
  • Log in with account after creation
  • Log in with account from application
Test goals
  • Uncover the challenges and pain points of the vendor solution
  • Understand attitudes toward login types (email vs. social) and providers
View script with questions

Usability Test Results

  • Generic account insights

    • If users were unsure of what to do next, they went back to the most recent site or email to find their way forward
    • Users wanted to go to the login page from the confirmation email
    • While some users enjoyed the sliding buttons, others could not find them
    • Google was the preferred social provider by all five participants
  • Vendor-specific insights

    • Users spent around 15 seconds before clicking the vendor's Create Account button
    • Users had difficulty both finding and meeting vendor password requirements
    • Users did not know where to go or what to do after creating their account
    • On a scale of 1 (low) to 10 (high), the process of creating an account with social login received an average rating of 9.5 while that of traditional email received a 5
View summary report
Step 3

Refine

Provide vendor feedback

Based on the difficulties experienced during the usability tests, I shared my findings with the vendor. They were both impressed that testing was done on their product and surprised by the results.

    Recommendations

    • Land users creating accounts on creation form instead of login page
    • Provide real-time feedback to indicate if the password being entered meets requirements
    • Provide Log in button when account creation process has been completed
    • Improve email communications by offering links to application and rich text editing capabilities
    After taking stock of their priorities, the vendor reached the conclusion that these improvements were unlikely to be implemented in a timely fashion and/or would require a significant amount of development. This resulted in our team reviewing the usability test findings, reassessing our goals, and ultimately, deciding to build our own solution. With stakeholder and associate Vice President approval, we charted a new path forward that ensured our users would be well-served with the redesigned product.
    After reviewing the usability test findings and reflecting on our goals, we ultimately decided to build our own solution.

    Apply usability test findings

    • Completely redesign product

      • Easing password requirements
      • Automating the linking of a new account to an existing one
      • Providing the ability to have one account with multiple login options
      • Offering a Log in CTA after creating an account
      • Creating easy-to-scan, informative emails with links to manage the account
      • Simplifying reset password process
      • Ensuring user tasks were as efficient as possible
    • Carefully choose social providers

      • The pilot service offering four different service providers: Facebook, Google, Microsoft, and Yahoo. In addition to these, LinkedIn and Instagram were also supported by the vendor.
      • After reviewing the market research, usability feedback, and vendor metrics, Google was the clear leader with Facebook in a strong second position. Jim's scenario, although written for a Facebook login, helped us recognize the importance of supporting credentials from other employers. It was clear, from this viewpoint, that Microsoft would best support these users as their Office suite, which includes Exchange accounts, is pervasive.
    Step 4

    Implement

    After having collected feedback from users and the various service owners who support the application, the necessary improvements and new features were very apparent. I worked with the policy and security offices to significantly reduce the password requirements, outlined the requirements for automated account linking, developed robust communications based on the users' various needs, and simplified all of the unnecessarily burdensome tasks. Overall, the redesigned touch every aspect to improve the experience for our guests.

    Design

    Designed user flows for account creation and account management.
    Applied IU design system while creating specialized user interface elements for desktop and mobile view ports.
    figma
    design system
    process design

    Code

    Applied design to frontend code, writing all HTML and implementing design system and creating custom CSS and JavaScript.
    html/css
    javascript
    design system

    Test

    Created dozens of scenarios, tested to discover bugs, and explained the issues and solutions to the backend developers.
    test scenarios
    Functional testing

    Document

    Wrote all documentation for developers, support, and users.
    documentation

    Transition

    Collaborated with dozens of stakeholders across the university to negotiate the transition of their services and users to the new service.
    collaboration
    Conclusion

    Outcomes

    +10K
    social accounts
    +3K
    accounts linked
    5.0
    star rating

    Reflection

    At the very outset of the project, I was excited to offer social logins as a quick and convenient alternative to email-based accounts. However, moving all of our services into a vended solution—and one that users found even more challenging in some ways than the existing application—seemed like taking two steps forward and one step back. But the turning point of the entire redesign was the realization of just how poor of an experience the vended solution provided.
    Of all the thoughtful consideration that went into this endeavor, it was the usability testing that was more impactful than any other research or analysis.
    In the end, this project surprised me in all kinds of ways—from the easing of password requirements through collaboration with the policy and security offices to leadership recognizing the importance of the usability findings that led to developing our own product.
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