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 is more costly (note: SMS verification is the most commonly used method to login 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. If loading mobile number takes more than 3 seconds, one-click login will fail and users can only choose alternative options to login. Do we have a better and user friendly way to let users wait longer to increase the probability of loading mobile number?

  2. Users are not aware of the process of loading mobile number, therefore they feel like they are waiting longer time for login screen to load.

  3. If users would like to user a different phone number, they have to go to another page to input 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. I transformed the mobile number display into an input box. Whether it's loading the number or the number is loaded, users can simply tap the input box and input/change the number in the same page. So there’s no need to go to another page.

  2. If we received user’s number from the network provider while the user has already started entering the number, we prompt a one-click login bubble, so if user wants to use one-click login, one can still do it. In this way, we can remove the expire time and user can still use one-click login after 2 seconds limit.

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.