TRADEWING
On the web platform, we've observed that users have trouble logging in because they don't know whether to use SSO login or email login. On mobile, we have the added complication that we may not always know the users tenant when they hit the log in screen.
Help a majority of users land on a tenant specific log in experience
Eliminate the SSO vs. email login confusion and make logging in fool proof
I worked with a Product Manager and two React Native Engineers
Released in 2022
People don’t log into Tradewing like they would for Facebook, they actually log into a specific tenant or domain. We’ve found that users don’t necessarily know their domain name from memory, so asking them to enter a domain name in the mobile log in flow seemed like a big point of friction.
Mobile app download links should retain tenant information
Multiple entry points through which a user can access a download link
Persistent Mobile App download links in all emails
Many Tradewing tenants have SSO enabled and tied to a member management software, which is not quite like the Google SSO you see everywhere. The choice between AMS SSO and Email log in creates friction and leads to higher dropoff. The new mobile app is an opportunity to test a new login flow that increases successful log in and activation rates.
Eliminate the AMS SSO Option from the mobile login flow
Instead of entering a password, send an account confirmation email
Even though we make it easy for users to log in directly into a specific tenant, not knowing a users tenant is possible if they download the app by searching the app store. Also, there might be the case where one email is tied to multiple tenants.
Unbranded login screen where the user can input their email.
If an email is tied to 2+ tenants, let the user select which one to log into.
Beta customers had a positive reaction to eliminating the AMS SSO Option
Login success metrics for Beta customers are still in progress