Role
UI/UX design
Scope
Marketing / Product managers / developers / other designers
Logistics
3 months
Challenge
An increasing number of support tickets are being created becasue users are not able to associate their account with a new employer.
Problem
The high volume of calls leading to an increase of operational costs.
Problem
Users are unintentionally creating duplicate accounts because their employer information fails to sync with their existing account.
Opportunity
Create a seamless self-guided account linking experience during onboarding, enabling users to efficiently complete setup while consolidating their employment records in one place.
Live demo
Outcome
The account linking feature I designed led to a significant reduction in support calls, saving millions in labor costs. By eliminating account setup blockers, it streamlined user onboarding, reinforcing a fast and convenient first impression of overall Flex experience.
Login availabilities Achieved
99%
Decrease on account set up support inquiries
80%
Increse account set up efficientcy
95%
Get Account Ready in
4 Steps
01
Choose link account
02
Log in
03
Confirm
04
Finish
Design process
In the pre-SDLC phase, I took on a PM role, bridging the gap between product research and system architecture. I collaborated closely with engineers and stakeholders to navigate technical constraints and define the most accessible and scalable solution.
Research
As a B2B HR management platform, Flex’s account creation process involves both admin and employer users, requiring complex authentication flows and integration across multiple backend systems.
Mapped out the employee account set up flow, seeking for opportunities to add the account linking features in advance.
Help, not force
I explored multiple iterations for introducing the account linking feature, collaborating with the cross-functional team to refine user scenarios. We decided on a seamless approach where the backend handles the process, minimizing user effort.
Final
One click away from set up.
Iteration
This iteration was not chosen because it increased cognitive load, forced users to make a choice, and made it difficult to handle cases where users forgot they already had an account and opted to set up a new one instead of linking.
Choose to link account
on account set up Step 1
If user go with creating an account…
Backend validations of email address
Research
In order to provide a most accessible and scalable solution on an existing log in architecture, I worked with developers to understand technical constrains.
Insights - Account validation involves credential checks and authorization, both essential for linking accounts. Backend linking can occur in two ways: implicit or explicit.
Capture 99% login availabilities
I explored multiple iterations for introducing the account linking feature, collaborating with the cross-functional team to refine user scenarios. We decided on a seamless approach where the backend handles the process, minimizing user effort.
Implicit Linking vs. Explicit Link
Implicit linking is easier, but explicit linking is needed when the system lacks user information to complete the process. I designed this workflow to resolve 90% of account setup issues.
Irreversible account linking
Account linking is an irreversible linking process, it's important for users to understand the items that will be carried over when merging and also have a control to cancel if they don’t want to pursue.
Usability testing
That was supremely easy, like a 5,5,5,5 – JM
What can do different
For the MVP, the team did not prioritize the native app experience. Given the growing number of mobile users among Flex employees, I see an opportunity to explore this further. The four mobile screens above are my initial designs, and I plan to continue expand them.