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Accelerated Sign-In, reduced new user churn
I completely redesigned the authentication flow: removed unnecessary steps and added VK ID and Yandex ID. Inline hints, autofocus, and input masks made the interface more accessible and responsive. Sign-in now takes just two taps.
Scenario architecture
UX patterns & consistency
Accessibility
Product thinking
UX patterns
Optimization
As part of a full product redesign, I reworked not only the visual language and ordering flow, but also authentication — the very first barrier a user encounters. This module required simplification, automation, and flexibility to support an international audience.
Problem
A complex login instead of a fast start
To simply sign in, users had to fill in up to five required fields. Authentication felt like a separate, heavy process rather than a quick step toward placing an order. This broke the expectation of “start fast” and reduced motivation to continue.
Barriers for international users
International users couldn’t enter phone numbers in familiar formats. The interface provided no guidance on correct input, causing users to get stuck on the first screen and abandon the flow.
Lack of automation and assistance
There was no autofocus, formatting masks, or contextual hints. The process required constant manual actions and attention, increasing cognitive load and reinforcing the perception of an inconvenient service.
Missing explanatory states and tone of voice
The interface didn’t communicate business rules (item availability, location restrictions, packaging details). As a result, users didn’t understand why prices changed or why certain items were unavailable.
No quick sign-in options and weak visual focus
Fast login options (VK ID, Yandex ID) were missing, so authentication relied solely on SMS. This lengthened the flow and increased business costs. Poor visual hierarchy and an unclear primary action failed to create focus, increasing churn at the very first step.
Hypothesis
If
  • Reduce the sign-in flow to the minimum number of actions;
  • Remove optional fields and add smart automation (autofocus, masks, hints);
  • Support international phone formats and clearly explain input logic;
  • Add fast sign-in via third-party services;
  • Rebuild the screen with a clear hierarchy and strong CTA;
Then
Users will perceive authentication as a fast and understandable step toward ordering, first-screen churn will decrease, registration conversion will grow, and the business will gain more new and returning customers.
Task
  • Reduce the login path to two taps without data loss;
  • Eliminate friction and unnecessary fields, keeping only what’s essential;
  • Support international formats and third-party sign-in;
  • Design automation and instant interface feedback;
  • Increase successful registration conversion through a clear, fast, modern UX.
Solution
One screen — one action
Login and registration are unified. The user enters a phone number, receives a code, and is immediately signed in.
Minimal required data
Only the phone number is required. The name is requested during the first order; all other fields are optional in the profile.
Fast sign-in via VK ID and Yandex ID
This speeds up authentication and reduces SMS costs. If a service is unavailable in a given country, the system automatically falls back to phone input — making the flow shorter and more reliable.
International support
Country selection, ISO-based masks, and automatic region detection via geolocation were added.
Automation and instant feedback
The interface responds instantly: autofocus, inline validation, and clear hints. When a valid code is entered, the system completes sign-in automatically — without extra taps.
Design approach
Beyond visual and functional updates, I focused on building product logic and UX patterns that reduce errors, save system resources, and accelerate task completion for users.
Adaptive authentication methods
Different countries support different sign-in options.
I designed adaptive screen logic that:
  • shows only authentication methods available in the selected country;
  • automatically detects the country via geolocation;
  • reduces authentication costs by prioritizing cheaper social logins (VK, Yandex ID);
  • removes unnecessary choices and shortens decision time.
This reduced the first interaction to a single, clear step.
Unified phone number input model
I designed a universal phone input UX that works equally well for local and international users:
  • numeric keyboard opens automatically;
  • country code is detected automatically but can be changed instantly;
  • the mask adapts to each country’s format;
  • live inline validation is applied;
  • phone numbers suggested by the keyboard can be pasted directly into the mask.
This significantly reduced errors and input time.
Fast and clear SMS code verification
This step needed minimal friction, so I implemented:
  • automatic transition to the code input screen;
  • SMS code autofill where supported;
  • instant validation after the last digit is entered;
  • clear visual error states;
  • a 30-second cooldown for resending codes.
This reduced invalid attempts and repeated SMS requests.
Soft user registration
To avoid creating an entry barrier, I introduced soft registration:
  • entering a name is optional at first;
  • if skipped, the name is requested later during checkout;
  • returning users bypass this step automatically.
This lowered drop-off during the first login.
Implementation details
  • Conducted a UX audit and identified key frustration points;
  • Designed a new authentication flow from profile and checkout;
  • Built components with input masks and validation;
  • Wrote hint and error copy for international scenarios;
  • Designed fallback flows for regions without third-party services;
  • Rebuilt the visual layer using the updated design system and UI guidelines.
Estimated results
  • Login path reduced by 50%;
  • Required fields reduced by 80%+;
  • Support for 100% of international users;
  • Authentication conversion increase: +25–30%;
  • Reduced SMS costs due to VK and Yandex ID logins.
The authentication redesign transformed a complex, outdated process into a smooth, fast, and predictable sign-in experience.
Users now log in in two taps, without errors or waiting, while the system adapts to the user’s country, device, and preferred authentication method.
This flow became more than just an improvement to a single screen — it reinforces the core principles of the new product: fewer steps, more meaning.
Systems thinking
Scenario design
In-product upsell
UX patterns
Increased revenue at the product card level
2025
I helped the product turn the item page into a conversion-driven showcase: strengthened visual content, clarified information structure, and embedded upsell scenarios. The product card began to actively drive average order value, trust, and repeat purchases.
Scenario design
UX patterns
In-product upsell
Working with business constraints
Increased cart revenue without growing traffic
2025
I redesigned the cart structure, removed unnecessary steps, and made service fees transparent. Average order value and conversion increased through better scenarios — not marketing.
Made on
Tilda