Sign up and sign in - Redesigning access for speed, first impressions and trust
Type of project
A real-world project completed as part of my role as Head of Product Design at The Floow.
Company & product overview
The Floow provides telematics-powered insurance solutions through white-labeled and custom apps for insurers worldwide. These apps help users understand their driving behaviour and improve safety, while enabling insurers to offer fairer pricing and rewards.
Skills & area of focus
UX/UI design, mobile onboarding, accessibility, conversion optimisation, behavioural design, user testing, systems thinking, cross-functional product leadership.
Project problem or purpose
The original Sign Up / Sign In experience across multiple apps was fragmented, unbranded, and confusing. Drop-off rates were high, password issues were frequent, and users felt distrust from the first tap. As this was the gateway to the entire experience, we needed to rebuild it with clarity, accessibility, and trust at its core.
Roles, responsibilities, & team
I led the redesign from strategy to implementation. I worked with two product designers, a UX researcher, and collaborated closely with the mobile engineering team. The project also included stakeholder input from customer support and compliance due to data sensitivity. I facilitated design reviews and led testing across client variations.
Timeline, scope, constraints
This was a high-priority project delivered over a 10-week sprint cycle. Constraints included legacy tech debt, backend platform limitations, and the need to design one flexible experience that could be branded and configured across multiple insurer clients and territories.
Process & what I did
We started by analysing support tickets and behavioural data to pinpoint friction. I mapped user flows and prioritised usability, speed, and trust as core design values. We ran remote usability testing with prototypes across iOS and Android, iterating on clarity of messaging, password recovery, and biometric support. The final flow was a modular sign-up/sign-in system with contextual error handling, custom theming, and language localisation. I also introduced an onboarding checklist component to reduce post-login churn.
Outcomes, results, & lessons
Conversion at sign-up improved by 37% across apps, and password reset requests dropped by 52%. The new experience reduced time-to-first-drive and improved NPS in onboarding feedback. We also saw a sharp drop in support queries related to access. One key lesson: even small content and hierarchy tweaks had outsized impact, especially during moments where trust and usability intersect.
