tingchun.a.lai@gmail.com
tingchun.a.lai@gmail.com
Log-in Experience
Log-in Experience
Redesigned the login experience to clarify exclusive pricing for subscribers.
Overview
As the main Product Designer for this project, I redesigned the login experience to clarify exclusive pricing for subscribers. I led research, design, testing, and collaborated with leadership, product, and engineering teams. The solution launched globally in two weeks, unlocking 120K+ new customers monthly and boosting retention.
As the main Product Designer for this project, I redesigned the login experience to clarify exclusive pricing for subscribers. I led research, design, testing, and collaborated with leadership, product, and engineering teams. The solution launched globally in two weeks, unlocking 120K+ new customers monthly and boosting retention.
Time
Sep 2021
Role
Product Designer
Deliverables
UX strategy
Research
UI Design
Testing
Global implementation
Teams
Product managers
Principle design manager
Producer
Lead designer for pricing
Developers
Time
Sep 2021
Jan-Mar 2022
Role
Product Designer
Teams
Product managers
Principle design manager
Producer
Lead designer for pricing
Developers
Deliverables
UX strategy
Research
UI Design
Testing
Global implementation
Azure’s Pricing Calculator helps customers estimate costs, but many existing subscribers didn’t realize they had access to exclusive pricing when logged in. This unclear login cue caused missed engagement and revenue opportunities.
Azure’s Pricing Calculator helps customers estimate costs, but many existing subscribers didn’t realize they had access to exclusive pricing when logged in. This unclear login cue caused missed engagement and revenue opportunities.
Problem
Impact
Achievement | Numbers
Impact
Achievement | Numbers
Positive Business Impact
Seamless Global Rollout
Maintain Page Engagement
Within
2 weeks
Rolled out the solution to
7+ countries
120K+
Unlocking opportunities to new customers monthly
5%
Increase in retention
2 weeks
Within
7+ countries
Rolled out the solution to
Positive Business Impact
Maintain Page Engagement
Seamless Global Rollout
120K+
Unlocking opportunities to new customers monthly
5%
Increase in retention
2 weeks
Within
7+ Countries
Rolled out the solution to
Process
Process
Role & Challenges | Research & Design | Iteration
Stakeholder alignment and key constraints
As the main designer, I had to develop an ideal solution that balanced:
As the main designer, I had to develop an ideal solution that balanced:
Leadership
Need for fast, scalable global rollout
Product
Concern for engagement impact and implementation feasibility
Engineering
need to use existing components to avoid heavy development
Leadership
Need for fast, scalable global rollout
Product
Concern for engagement impact and implementation feasibility
Engineering
need to use existing components to avoid heavy development
Leadership
Need for fast, scalable global rollout
Product
Concern for engagement impact and implementation feasibility
Engineering
need to use existing components to avoid heavy development
Research & Design
I began by researching competitors such as AWS and Google Cloud, as well as B2B login patterns for inspiration.
I began by researching competitors such as AWS and Google Cloud, as well as B2B login patterns for inspiration.
From this, I created six design options: dedicated page, pop-up module, hero takeover, top-of-page banner, inline notification, and navigation hint.
From this, I created six design options: dedicated page, pop-up module, hero takeover, top-of-page banner, inline notification, and navigation hint.
I mapped each option by complexity in a visual chart to show development effort vs. impact.
I mapped each option by complexity in a visual chart to show development effort vs. impact.
Testing & Iteration
After the first design critique, we narrowed the list to 4 options for user testing. Testing results led us to select the inline notification for its clarity, low complexity, and high discoverability.
After the first design critique, we narrowed the list to 4 options for user testing. Testing results led us to select the inline notification for its clarity, low complexity, and high discoverability.
Outcome
In 2 weeks, we rolled out the solution to 7+ countries, unlocking opportunities for 120k new customers monthly and achieving a 5% increase in retention.
The rollout maintained Pricing Calculator engagement while improving clarity on pricing benefits.
In 2 weeks, we rolled out the solution to 7+ countries, unlocking opportunities for 120k new customers monthly and achieving a 5% increase in retention.
The rollout maintained Pricing Calculator engagement while improving clarity on pricing benefits.
