{"id":3968,"date":"2019-05-20T20:31:11","date_gmt":"2019-05-20T20:31:11","guid":{"rendered":"https:\/\/mistrysagar.com\/?page_id=3968"},"modified":"2025-05-08T16:02:53","modified_gmt":"2025-05-08T16:02:53","slug":"sso","status":"publish","type":"page","link":"https:\/\/mistrysagar.com\/?page_id=3968","title":{"rendered":"SM – Authentication Redesign"},"content":{"rendered":"\t\t
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Authentication Redesign<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Streamlining the Sign-In Experience<\/strong><\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Project Overview<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Lead UX Designer<\/p>\t\t<\/div>\n\t\n\t<\/div>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t

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Factory Mutual Insurance Company<\/p>\t\t<\/div>\n\t\n\t<\/div>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t

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Oct – Dec 2022<\/p>\t\t<\/div>\n\t\n\t<\/div>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t

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UX Strategy, User Research, Interaction Design, Cross-Functional Collaboration, Usability Testing<\/p>\t\t<\/div>\n\t\n\t<\/div>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t

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Authentication experience that routes users seamlessly through the login flow.<\/p>\t\t<\/div>\n\t\n\t<\/div>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t

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1 Designer | 1 Product Owner | 3 Developers<\/p>\t\t<\/div>\n\t\n\t<\/div>\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The <\/span>Summary<\/span><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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When an internal B2B product team within the company needed UX support to tackle growing frustrations with their authentication process, I was nominated to step in. They needed more than a quick fix \u2014 they needed a reimagined sign-in experience that could balance security requirements with a smooth, intuitive user journey.<\/p>

Working alongside product managers, solution architects, and engineering teams, I led the redesign of the login flow, ultimately reducing average login times by over 80%<\/strong> and dramatically improving user confidence and satisfaction. This project offered a chance to tackle one of the most critical \u2014 and often overlooked \u2014 touchpoints: the first impression a platform gives its users.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The <\/span>CHallenge<\/span><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The initial experience made it surprisingly difficult for users to simply access their workspace. Using Dynatrace analytics, we uncovered that a large number of login attempts were failing, and the average time to enter the portal was over 45 seconds<\/strong> \u2014 an eternity for users who just wanted to get in and get to work.<\/p>

The core of the problem was confusion. About 85% of users were internal employees<\/strong> who were supposed to use Single Sign-On (SSO), yet when they landed on the login page, they were met with multiple options \u2014 a prominent Email\/Password combination, a cluttered SSO button, and links for “Forgot Password,” “First Time Sign-In,” and “Need Help?”. For users who just wanted fast access, it felt like a maze.<\/p>

Meanwhile, the Email\/Password fields were technically necessary \u2014 they were there for the remaining 15% of users: third-party consultants who needed credential-based access. But most users didn\u2019t know this. As a result, many internal users mistakenly entered credentials they never had, got stuck in password recovery flows, and flooded the help desk with support tickets.<\/p>

The bigger issue wasn\u2019t just a bad form \u2014 it was that we were forcing users to make decisions they shouldn\u2019t have to make<\/strong>. The system\u2019s complexity was leaking into the user experience.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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“Streamline the authentication experience by removing unnecessary decision-making from users, allowing the system to intelligently route access based on email \u2014 improving login efficiency, reducing user errors, and strengthening trust in the platform.”<\/i><\/p>

\u00a0<\/i><\/p><\/blockquote>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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GOALS\u00a0<\/span>& Success Metrics<\/span><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Our goal was to make access effortless. We needed to dramatically reduce login times, minimize confusion, and support both user types without forcing them to self-sort.<\/p>

Success would be measured by faster logins, higher successful authentication rates, fewer support tickets, and better user feedback. We also needed to deliver all of this without compromising the business rules that protected credential-based consultant access.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Key Success Metrics<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Faster login times<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Reduction in failed log in attempts<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Improvement in client satisfaction score<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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Discovery <\/span>& Research<\/span><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Before designing anything, I immersed myself in the current experience. I reviewed analytics data, walked through the login flow from both user perspectives, and evaluated the visual design across desktop and mobile.<\/p>

Several issues became immediately clear.
The SSO button was too verbose and easy to miss.
The Email\/Password fields dominated the page, giving users the false impression that this was the \u201cprimary\u201d way in.
Multiple help links (\u201cForgot Password,\u201d \u201cFirst Time Sign-In,\u201d \u201cNeed Help?\u201d) crowded the experience, offering escape hatches before users even tried the correct path.
On mobile, the layout only amplified these problems, forcing users to scroll and guess their way forward.<\/p>

The design lacked focus, guidance, and warmth \u2014 exactly the wrong tone for an experience that should have felt fast and welcoming.<\/p>

From internal user feedback and observations, the story was consistent: users didn\u2019t want more help links or explanations \u2014 they wanted the system to just know<\/strong> what to do.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Product <\/span>& Design Strategy<\/span><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Working with product managers and solution architects, we reframed the entire problem:
What if the system made the decision for the user?<\/strong><\/p>

Instead of showing multiple paths and hoping users picked the right one, we simplified the first interaction down to a single input: their work email.<\/p>

After entering their email and clicking “Continue,” the system would automatically detect whether the user was an internal employee (SSO) or a third-party consultant (Email\/Password).<\/p>

If you were an internal user, you\u2019d be routed straight into your workspace via SSO \u2014 no passwords, no friction.
If you were a consultant, the next page would politely prompt for your password.<\/p>

This approach shifted the complexity away from the user and into the system \u2014 exactly where it belonged.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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1.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Single Sign On (SSO) button has too many words, was often overlooked and was not intuitive for the majority of users who needed to be using it.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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2.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Email \/ Password Combination took up to much real estate giving users the impression that this was their primary way of logging in<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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3.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u201cForgot Password\u201d, \u201cFirst Time Sign-in\u201d, and \u201cNeed Help?\u201d gave the users too many options and ways to further get lost in the flow if they mistakenly entered false credentials.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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4.1<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Absence of clear and engaging copy created confusion and frustration.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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4.2<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Bland background detracted from desired warm, inviting, and modern aesthetic.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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5.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Mobile responsiveness was too literal and could have a better layout.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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Design Decisions <\/span>&Iterations<\/span><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Every Sprint brought iteration<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Every decision we made focused on reducing cognitive load and creating momentum<\/strong>.<\/p>

The first change was removing the visual clutter. Instead of competing input fields and help links, users now saw a single welcoming input asking for their work email. The SSO button? Gone \u2014 because you didn\u2019t need to choose anymore. It happened automatically behind the scenes.<\/p>

We improved microcopy across the flow, replacing long-winded descriptions with clear, action-driven text. We refreshed the visual layout to be mobile-optimized by design \u2014 not just a desktop experience squashed onto a phone screen.<\/p>

Throughout usability testing, we listened closely. Early concepts that introduced multiple help prompts upfront were scrapped. Users told us they felt overwhelmed \u2014 so we tucked support options into contextual triggers, only surfacing them if an error occurred.<\/p>

Small but thoughtful details made a big difference. For example, we adjusted browser auto-fill behavior so users could save their domain email after their first login, cutting future friction even further.<\/p>

Every sprint, we fine-tuned based on real user feedback \u2014 until the experience felt almost invisible.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Cross-Functional <\/span>Collaboration<\/span><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This was a true team effort.
I partnered daily with product managers to ensure feature alignment, engaged solution architects to validate smart-routing logic, and worked closely with engineering to define component behaviors and error handling states.<\/p>

Our agile rituals \u2014 weekly design-engineering syncs, collaborative backlog grooming, and live usability feedback sessions \u2014 kept everyone aligned and moving quickly.<\/p>

Security teams were also key partners, ensuring the flow met strict internal access control standards. No part of the redesign was siloed; everyone had a voice, and user outcomes stayed at the center of every decision.<\/p>

Through this partnership model, we didn\u2019t just redesign a login page \u2014 we reset expectations for what a fast, intuitive access experience could look like.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Outcome <\/span>& Impact<\/span><\/div>
\u00a0<\/span><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The impact was immediate and measurable.<\/p>

Average login times dropped by over 80%<\/strong>, from more than 45 seconds to under 10 seconds.
Successful sign-ins on the first attempt skyrocketed, especially for internal users who had previously struggled with the old flow.
Help desk tickets related to login issues dropped significantly, freeing up support teams to focus on higher-priority work.
Best of all, users told us \u2014 loudly and clearly \u2014 that they finally felt like the system was working for<\/em> them, not against them.<\/p>

This wasn\u2019t just a cosmetic win. It was a strategic improvement that made the entire platform feel faster, smarter, and more user-centered from the first interaction.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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Reflection <\/span>&Leadership GRowth<\/span><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This project reinforced a simple truth: the best user experiences feel almost invisible.<\/p>

Leading this redesign taught me how critical it is to shield users from complexity<\/strong>, especially in moments that set the tone for the entire journey.
It strengthened my skills in system thinking<\/strong>, collaborative influence<\/strong>, and advocating for UX simplicity<\/strong> even in highly technical, security-sensitive environments.<\/p>

Perhaps most importantly, it reminded me that small improvements \u2014 a faster login, a cleaner flow \u2014 can have an outsized impact on user trust, satisfaction, and long-term engagement.<\/p>

The best UX work doesn\u2019t just solve problems \u2014 it builds confidence, momentum, and loyalty from the very first click.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t<\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t
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Confidentiality Note<\/b><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Visuals shown in this case study are conceptual recreations and do not disclose proprietary data, client information, or internal system architecture.<\/em><\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t

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Want to learn more about the <\/div>\n
Authentication Redesign?<\/span><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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If you have any questions regarding this project please feel free to reach out to me using the mediums below.<\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\tIcon-phone<\/span>\n\t\t\t\t\t\t<\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\tMdi-email-outline<\/span>\n\t\t\t\t\t\t<\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\tLinkedin<\/span>\n\t\t\t\t\t\t<\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t
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\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

project: Authentication Redesign Streamlining the Sign-In Experience Project Overview Role Lead UX Designer Company Factory Mutual Insurance Company Timeline Oct – Dec 2022 My Responsibilities UX Strategy, User Research, Interaction…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-fullwidth.php","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"footnotes":""},"class_list":["post-3968","page","type-page","status-publish"],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/mistrysagar.com\/index.php?rest_route=\/wp\/v2\/pages\/3968","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mistrysagar.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/mistrysagar.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/mistrysagar.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mistrysagar.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3968"}],"version-history":[{"count":6,"href":"https:\/\/mistrysagar.com\/index.php?rest_route=\/wp\/v2\/pages\/3968\/revisions"}],"predecessor-version":[{"id":4002,"href":"https:\/\/mistrysagar.com\/index.php?rest_route=\/wp\/v2\/pages\/3968\/revisions\/4002"}],"wp:attachment":[{"href":"https:\/\/mistrysagar.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3968"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}