Microsoft Edge Identity Experience
Designed the new identity experience to enhance its look and feel, aiming to increase user sign-ins.
PHASE 1
Identity refresh project
What started was a fairly simple task to redesign the profile flyout to align with ongoing Microsoft Edge's new visual direction to feel more modern and sleek.
PHASE 1 · SOLUTION
New modular profile flyout behaviors
Given the limited space of the profile flyout, a clear hierarchy and information architecture were crucial. I collaborated closely with the UXR team to understand user behaviors. For example, I prioritized 'profile switching,' the primary behavior for 40% of users, while moving 'browse as guest' under 'other profiles,' considering that only 15% of users use guest browsing.
PHASE 2
Identity rewards project
Meanwhile, I was also asked to work on the growth project to increase the number of signed-in users as signed-in users in Edge brings in 2.25~3 times more revenue than unsigned-in.
PHASE 2 · SOLUTION
New sign-up flow using rewards features
Experimentation shows acceptance to sign-in CTA is not high enough. To address this, I added a colored profile ring to notify users, updated the profile flyout to highlight the benefits of signing in, and displayed reward points immediately after.
DESIGN PROCESS
Improve design system by collaborating with the xPay team
I worked with the xPay team to drive sign-ups by integrating wallet features into the new profile flyout. The modular design seamlessly accommodated payment methods, and rewards.
