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 of real estate.
I worked in a team responsible for the authentication flow, account management, and personal data collection and governance.
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
Without account unification, some accounts would fall into limbo.
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
Without account unification, some accounts would fall into limbo.
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 implementing a phone-based login with authentication negatively impact the conversion rate in the visit scheduling flow?
Would implementing a phone-based login with authentication negatively impact the conversion rate in the visit scheduling 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
