Jess Matsumoto | Product Designer

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Login & registration

Client

SiriusXM

Service(s)

UX/UI

Industry

Ecommerce

Year(s)

2019-2024

Programs used

One of my most involved projects during my time at SiriusXM, login and registration (later known as “sign in/sign up” in the app integrated version, which was led by Varun Nambiar) involved the twice over redesign and streamlining of the user onboarding and sign in experience. Throughout the project’s lifespan of approximately 4 years, I was the lead UX/UI designer on web and worked with multiple product managers, various business analysts, and countless developers.

Digital painting of Yuri Kochiyama wearing a pin showing Malcolm X

Problems

Prior to the redesign, SiriusXM’s login and registration experiences suffered from an array of problems. Some standout issues included the flows being:

Overly complicated

This was particularly noticable if the customer had multiple subscriptions or even multiple accounts.

Visually inconsistent

Screen designs varied based on the choices users would take, which negatively affected user trust.

Dead-ending of users

Generic error messages that either had no call-to-action or forced users to contact customer support if they ran into an issue with their account.

Problems

Prior to the redesign, SiriusXM’s login and registration experiences suffered from an array of problems. Some standout issues included the flows being:

Overly complicated

This was particularly noticable if the customer had multiple subscriptions or even multiple accounts.

Visually inconsistent

Screen designs varied based on the choices users would take, which negatively affected user trust.

Dead-ending of users

Generic error messages that either had no call-to-action or forced users to contact customer support if they ran into an issue with their account.

Opportunities

Due to the depth and breadth of the login and registration flows, the redesigning of these screens provided some unique opportunities:

Thorough testing of components

Testing of Phoenix and later Atlas design system components, and potential additions of missing components.

Establishing trust with new customers

Done via providing a painless registration and/or onboarding experience.

Seamless onboarding experience via multiple entry points

All done while fulfilling the needs of that specific customer.

Opportunities

Due to the depth and breadth of the login and registration flows, the redesigning of these screens provided some unique opportunities:

Thorough testing of components

Testing of Phoenix and later Atlas design system components, and potential additions of missing components.

Establishing trust with new customers

Done via providing a painless registration and/or onboarding experience.

Seamless onboarding experience via multiple entry points

All done while fulfilling the needs of that specific customer.

Research and process

Throughout all stages of this project, I worked closely with a product owner (three different ones over the project's lifespan) and consulted with business analysists who provided extensive historical knowledge about the login and registration flows.

For the research process, we looked at drop-off points via analytics in flows to pinpoint friction points, taking on the extensive process of laying out potential user flows, as seen in these user scenarios:

Our competitive analysis differed from prior projects. While we examined experiences from music streaming competitors (e.g. Spotify, Apple Music), we also examined services like cable/satellite television providers and mobile phone sellers, due to these services having multiple subscriptions under one account.

We utilized UserTesting and in person testing sessions frequently as we wanted to test everything with every type of user, ranging from former/current SiriusXM customers to users who had never used SiriusXM before.

Scope of work

I was the lead UX/UI designer on web and worked with multiple product managers, various business analysts, and countless developers. Here are some stats about the project:

200+

Unique screens

8

New flexible components

4

Years encompassing product research, design, and development

Scope of work

I was the lead UX/UI designer on web and worked with multiple product managers, various business analysts, and countless developers. Here are some stats about the project:

200+

Unique screens

8

New flexible components

4

Years encompassing product research, design, and development

Selected design changes

Scroll to see notations.

User with multiple subscriptions or accounts need to be able to see account information (without too much PPI revealed) laid out clearly and provided CTAs relevant to their unique situations.

Allowing users to log into their accounts multiple ways beyond password if no passkey was stored on their devices.

A confirmation page where the app is front and center, as well as live events or other benefits of their SiriusXM subscription.

Result

Overall, the redesigns were a net positive for the company, increasing app downloads from onboarding flows by 15% and new customer account registrations by 29%. Subsequent tests showed a significant change in customer satisfaction rating upon completing the flows, with users commenting that the flows were now "easy to follow and understand.”

The drop-off of users abandoning flows or having to contact customer support due to prior dead ends fell from 26% to nearly 1%.

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