Cover with a image of authentication flow of loft

Role

Product Designer

Company

Loft

+300k active users

4º most valuable Brazilian startup

Year

2021 - 2023

The Loft is a Brazilian company headquartered in São Paulo, a digital platform for buying and selling real estate.

Our team was responsible for the authentication flow, account management, and personal data collection and governance. And everything had to comply with LGPD guidelines.
3 different authentication modes
Churn
Duplicate accounts
Problems with LGPD
3 different authentication modes

Depending on the journey, the system requested authentication in different ways and did not unify the accounts of the same user.

Churn

Clientes esqueciam seus logins e não conseguiam repetir a forma de acesso usada anteriormente.

Duplicate accounts

The lack of account unification generated several experience and usability problems for users.

Problems with LGPD

We were not in compliance with the LGPD.

3 different authentication modes

Depending on the journey, the system requested authentication in different ways and did not unify the accounts of the same user.

Churn

Clientes esqueciam seus logins e não conseguiam repetir a forma de acesso usada anteriormente.

Duplicate accounts

The lack of account unification generated several experience and usability problems for users.

Problems with LGPD

We were not in compliance with the LGPD.

Main problem

Would we introduce too much friction by implementing phone login, resulting in a potential drop in conversion rate in the authentication flow?

Would we introduce too much friction by implementing phone login, resulting in a potential drop in conversion rate in the authentication flow?

Discovery

Design

Delivery

Understand the problem

Understand the problem

Understand the problem

Map customer

Map customer

Map customer

Map journeys with authentication

Map journeys with authentication

Map journeys with authentication

Dynamics with squads

Dynamics with squads

Dynamics with squads

User flows

User flows

User flows

UI

UI

UI

AB testing on the flow of visits

AB testing on the flow of visits

AB testing on the flow of visits

Usability testing

Usability testing

Usability testing

Map customer

Map journeys with authentication

Dynamics with squads

User flows

UI

AB testing on the flow of visits

Usability testing

And this project, I improved my skills of

And this project, I improved my skills of

Comunication

Comunication

Comunication

and

and

Ownership

Ownership

Ownership

Increase of ~8%

in login conversion.

Increase of ~8%

in login conversion.

Increase of ~8%

in login conversion.

Reduction of ~383%

on login errors from customers who previously had issues with authentication.

Reduction of ~383%

on login errors from customers who previously had issues with authentication.

Reduction of ~383%

on login errors from customers who previously had issues with authentication.

Increase of +3%

in login conversion, after implementing accessvia WhatsApp.

Increase of +3%

in login conversion, after implementing accessvia WhatsApp.

Increase of +3%

in login conversion, after implementing accessvia WhatsApp.

Recent works