Role
Product Designer
Deliverables
Discovery, Workshops, UX, UI
Company
Loft
Year
2021 - 2023
The Loft is a Brazilian company headquartered in São Paulo, a digital platform for buying and selling real estate.
mission
Our team had the mission of identifying all bottlenecks and experience issues in the users' journey (Buyers, Sellers, and Brokers), concerning the collection and governance of personal data, as well as authentication.
+300k active users
4º most valuable Brazilian startup
+10 different journeys with authentication
The user authentication was required in 10 different stages within the marketplace, and at that time, we didn't perform any verification of the requested data.
3 different authentication modes
The user authentication was required in 10 different stages within the marketplace, and at that time, we didn't perform any verification of the requested data.
Old visit scheduling flow. In this flow we do not validate the cell phone or email.
They are the following ones:
• E-mail and password
• Social media with Google, Facebook, and Apple
• Cell phone
Solution
Considering that problem, we decided to simplify the authentication process leaving only the user’s cellphone option available. It was also possible to comprehend, after internal research that 95% of clients preferred to contact Loft through their phones.
Three different modes in ten journeys
The reduction of the process option to only one choice enabled us to:
• Have a simpler code
• Reduce the authentication errors with the account’s unification
• Create a reliable source to centralize all client data
• We increased login conversion by 8%
• We increased the conversion rate to 383% inside the group of people who got an error message and now are able to log in.
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