Cover with a image of authentication flow of loft

Role

Product Designer

Company

Loft

+300k active users

4º most valuable Brazilian startup

Year

2021 - 2023

The Loft is a Brazilian company based in São Paulo, a digital platform of real estate.

The Loft is a Brazilian company based
in São Paulo, a digital platform of real estate.

I worked in a team responsible for the authentication flow, account management, and personal data governance.
3 different authentication modes
Churn
Duplicate accounts
Problems with LGPD
3 different authentication modes

Depending on the journey, the system requested authentication in different ways and did not unify the accounts of the same user.

Churn

Without account unification, some accounts would fall into limbo.

Duplicate accounts

The lack of account unification generated bad experience to users.

Problems with LGPD

We weren't in compliance with the LGPD.

Biggest concern

Would adding phone authentication will hurt the conversion rate of the visit booking flow?

Would adding phone authentication will hurt the conversion rate of the visit booking flow?

Discovery

Design

Delivery

Understand the problem

Understand the problem

Map customer

Map journeys with authentication

Dynamics with squads

Workshops with squads

User flows

UI

AB testing on the flow of visits

Usability testing

Map customer

Map journeys with authentication

Workshops with squads

User flows

UI

AB testing on the flow of visits

Usability testing

And this project, I improved my skills of

And this project, I improved my skills of

Comunication

Comunication

Comunication

and

and

Ownership

Ownership

Ownership

Increase of ~8%

in login conversion.

Reduction of ~383%

on login errors from customers who previously had issues with authentication.

Increase of +3%

in login conversion, after implementing accessvia WhatsApp.

Recent works