I redesigned the account creation and login experience on mobile app to reduce fragmentation and improve early user retention.
✅ +5% uplift in successful account creation or login completion through clearer, simplified flows and removal of the guest user state.
Vivino is the world’s #1 wine app & marketplace with 70M+ downloads. Account creation is a key moment in the product experience.
However, the experience had become fragmented. Around 30% of users never created an account and 20% continued using the app unregistered. As a result, highly engaged users risked losing their wine data and journals, while the business faced higher support volume, weaker retention, and lower conversion potential.
Challenge
Simplify account creation and login – helping users move through the flow with confidence, protecting their data and improving early retention.
My role
Owned end-to-end redesign of account creation and login flows
Helped define goals, success metrics and rollout strategy
Led stakeholder alignment (with Product and Engineering)
Collaborated closely with engineers on authentication logic and edge cases
Approach
Led discovery across account creation and login entry points to understand drop-offs and user confusion
Analyzed qualitative feedback and customer support tickets to identify recurring issues
Mapped and simplified end-to-end flows to reduce unnecessary branching and prevent errors
Redesigned system feedback, copy and hierarchy to make progress and next steps clearer
✅ 5% uplift 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
