Account creation and login

Role: Lead designer
1 designer, 1 PM, 6 eng
2 weeks
In 2021, one of the major initiatives at Opendoor was aimed at combining the previously siloed buy and sell experiences. Customers not only had separate experiences on app and web platforms, but had completely separate accounts. We fixed the underlying account issues and shipped a new streamlined account & login flow. The project increased email collection by 40%, without affecting conversion.
1. Introduce account creation without decreasing the number of people who complete the seller flow by more than 7%

2. Increase the number of customers who entered their email
Customer job to be done
Allow me to gain access to all the features I want in the buying and selling experience by allowing me to create an account or log in.

Existing experience

The existing experience didn't require customers to log in until they were at the closing stage of the home buying process. Since it was not used very often, it was neglected and broken. Based on research and a critique of our existing experience, we uncovered the following problems:
  • The experience said "welcome back" no matter whether you were a new or returning user, along with a lot of other UX and eng debt
  • The app and web had separate logins, so customers had to maintain two separate accounts. In addition, the login experience was inconsistent across various parts of the product, which led to a lack of trust and customer confusion.
  • Bonus: Not being logged in caused a lot of downstream security concerns for customers later in the flow
  • Due to a lack of trust in the Opendoor experience, many customers entered a fake email. When customers were pleasantly surprised by their offer and decided to move forward, they were unable to actually access their offer and were forced to go through the flow again
  • There was no indication that a customer was logged in, so people got confused as to which account they logged in with and how to log in.

Areas of exploration

After looking at the current experience, we had 2 main questions:
1. Where is the best place to surface account creation? 
2. What should the account creation flow look like? 

Where to prompt login

We briefly explored prompting customers right away with a sign in wall to even start the flow. However, we ultimately decided it was better to give customers some value before asking them to log in. Since the current prompt for email was doing well, and to reduce the amount of variables, we decided to keep the prompt in the current spot.

Account flow competitive analysis

Since logging in and account creation are well established patterns, we didn't spend a lot of time doing our own research. We looked at competitors and companies across the space and found two main login patterns:
1. Traditional email and password
2. Magic links

We weighed the pros and cons of each method. Since we were worried about people abandoning the flow, we decided it was too much of a risk to use magic links. We were concerned customers would check their email and then get distracted and forget to come back to the flow.

FIrst test designs and learnings

1. Introduce account creation without decreasing the number of people who complete the seller flow by more than 7%

2. Increase the number of customers who entered their email
✅ Flow completion reduced by 4%, within our band of success

✅ With the addition of social login buttons, email completion rose by 40%

Evolution and later iterations

The logged in experience unlocked several previous obstacles. We were now able to store customer data on their dashboard (which would have been a privacy concern with a non-logged in experience) and we could marry a customer's buyer and seller information in one dashboard, which had never been done before.

We were shocked to learn that adding social buttons increased our primary metric (email collection) by 40%! We also learned that since the buttons were below the fold, some customers didn't scroll to see all the login types. We launched a quick iterative test to switch the order of the buttons, which led to even greater results in email collection.

With the rollout of the Opendoor design system, we solidified the account creation and login flow in the figma library, and made it consistent across all platforms.