Login Optimization: Enhancing User Access at Scale
Overview
As the Director of Product Design at ZoomInfo, I led a comprehensive overhaul of our login experience to address user pain points and align with our strategic goal of seamless product access. Recognizing that the login page is often the first touchpoint for our users, we aimed to transform it into a frictionless gateway that supports user retention and satisfaction.
Challenges Identified
Frequent Logins: Users were required to log in multiple times daily, disrupting workflow.
Cumbersome Password Resets: The reset process was time-consuming, leading to user frustration.
Session Limitations: Users needed to log in separately for multiple sessions, hindering multitasking.
Strategic Approach
User-Centered Research: Conducted surveys and in-depth interviews across various industries and roles to gather qualitative insights into user experiences and expectations.
Team Mentorship: Led and mentored a cross-functional team in user research methodologies, fostering a culture of empathy and continuous improvement.
Data-Driven Design: Utilized user feedback to inform design decisions, ensuring solutions were grounded in real user needs.
What Users Told Us
To ground our work in real user needs, my team and I conducted targeted interviews across a diverse set of roles, industries, and product use cases. Our goal was to validate existing friction points and uncover additional, less visible barriers to access.
What we heard was clear:
“I log in five times a day—why can’t it remember me?
“If I forget my password, I’m locked out for half the morning.”
“I use multiple tabs for my work, but every session kicks me out.
These insights surfaced a consistent pain pattern: login was no longer just a security gateway—it had become a productivity bottleneck.
This user feedback shaped our design priorities and fueled a strategy that balanced seamless access with enterprise-grade security.
Redesign Highlights
Simplified Interface: Streamlined the login page to focus solely on user authentication, removing unnecessary distractions.
Extended Session Duration: Implemented longer session timeouts to reduce the frequency of logins.
Enhanced Security Measures: Introduced secure, user-friendly password reset options to expedite account recovery.
Outcomes
Reduced Login Frequency: Achieved a significant decrease in daily login instances, enhancing user productivity.
Lower Support Tickets: Observed a downward trend in support cases related to login issues.
Increased User Satisfaction: Noted improved user feedback scores concerning the login experience.
