Forgot Password Redesign

Context:

When I was reviewing the app reviews for the ParkMobile app, I noticed several complaints about the forgot password experience.  Users were very unhappy about the experience because they either didn’t receive the reset password emails or they became confused while trying to reset their password. It was important to ensure that users could log into their accounts because 83% of ParkMobile customers login during the checkout flow. I asked Member Service about these complaints and was told that they mirror the complaints they were receiving from customers. I decided to take a closer look at the user data so that I could identify the pain points in the user journey for the forgot password feature.

Actions:

My first course of action was to map out the user flow for the forgot password feature.  Then I collaborated with our product analyst to identify the points where users dropped out of the user flow. Working with the product analyst was key because I primarily had access to user interaction data, whereas he provided analytics for the API calls and user insights from the database. The main issue was that users were being directed to a website to change their passwords but not brought back to the app.  This experience led to many users abandoning the forgot password process.  Based on this analysis, I did the following:

• Shared insights with the team and led a brainstorming session to determine solutions 

• Wrote epic and user stories for the selected solution

• Created product documentation for Marketing and Member Services to support the feature release

Outcome:

• Release of the new forgot password experience resulted in a 3% increase in monthly parkers due to a significant reduction of churn in the checkout flow.  

• A key improvement in the redesigned forgot password flow was that users were emailed a magic link that allowed them to login without a password.  This particular change represented the company’s first step towards a passwordless login experience.  

• In Q1 2024, the company moved to a passwordless registration and login experience.