PROJECT BACKGROUND

Cloud Music provides a one-click login/signup service ability supported by network provider. Due to network status, it may take more time and users have to input thier phone number manually to receive SMS verification message and therefore it damages the user experience and is more costly (note: SMS verification is the most commonly used method to log in an app in China). We’d like to increase the usage of one-click login instead of SMS verification.

Problem Analysis

If we take a look into the user flow, we can identify several problems to be soved.

  1. When loading mobile number takes more than 3 seconds, one-click login will fail and users can only choose alternative options to login. Are we able to keep loading the number while users are free to choose alternative methods?

  2. As loading mobile number process was incorporated into splash screen, the users consider the splash screen takes too long and the experience is bad.

  3. If users would like to use a different phone number, they have to go to another page to go through the process and it leads to certain lever of bounce rate.

Breakthrough Opportunities

When analysing the problems, I found some breakthrough opportunities and I made some design changes to ultilise these opportunities.

If you look at the flow and design above, you can see 2 major changes:

  1. The mobile number display are was redesigned to an input box. Therefore the number loading status becomes explicit to users, so they have the option to wait if they want. On the other hand, whether the number is loaded or not, users can simply tap the input box and input/change the number in the same page.

  2. The number continues loading even if the users opt to input the mobile number manually. When the number is retrived from the network provider while the number has being entering, a one-click login bubble will be displayed, so user can quickly switch to one-click login. In this way, loading the mobile number is not a one-time try, but a continuously attempt, which maximised the posibility for users to use one-click login and thus reduces the cost.

Results

After we released the new version, we observed 0.28% increase in registration rate. Also, as we optimised one-click login experience, there are more users using one-click login instead of SMS login, thus we approximately save 43k RMB per month.