Vivino is the world’s largest wine app and marketplace with 70+ million downloads. Account creation is a foundational moment in the product experience.
Despite its importance, account creation experience has become fragmented. Around 30% of users who had downloaded Vivino never created an account, and 20% continued using the app unregistered. Highly engaged users risked losing their wine data and journals over time, while the business faced increased customer support volume, weaker retention and reduced conversion potential.
The challenge was to simplify account creation and login – helping users move through the flow with confidence, protecting their data and improving early retention.
Led discovery across account creation and login entry points to understand how users moved through, misinterpreted and dropped out of flows
Analyzed qualitative feedback and customer support tickets to identify recurring issues related to account access, data loss and failed login attempts
Mapped and simplified the end-to-end account creation and login flows to reduce unnecessary branching and prevent errors upfront
End-to-end redesign of the system feedback, copy and hierarchy to make progress, state changes, and next steps clearer throughout the flow
Collaborated closely with engineers to align on technical constraints, authentication logic and edge cases across different user states
Partnered with Product and Engineering leadership to align on rollout strategy, success metrics and the long-term decision to phase out the guest flow
✅ +5% increase in users successfully completing account creation or login
✅ ~400k successful account creations per month at peak scale
✅ 0 new unregistered users after launch – based on the redesign’s performance, the leadership decided to remove the guest flow, which historically produced lower retention and conversion
Now rolled out to 100% of users since early 2024.
Stepan – Senior Product Manager
Lukas – Senior Engineering Manager
Nitheesh – Senior Android Developer
Jonas – Staff iOS Developer
Patrick – Senior QA Engineer
ME – Senior Product Designer
