Tencent Cloud Account System
Tencent Cloud Account System
Tencent Cloud Account System
The account system is the main gateway to Tencent Cloud, underpinning registration, authentication and product use.
The account system is the main gateway to Tencent Cloud, underpinning registration, authentication and product use.
Design Lead
Design Lead
A frictionless account journey, designed for conversion
A frictionless account journey, designed for conversion
A frictionless account journey, designed for conversion
My role
Lead designer · UX design · User research
Timeframe
Mar – May 2021
Context
The account system sits behind every entry to Tencent Cloud, from registering and verifying on the website to claiming coupons and signing in to the console. Serving both personal and enterprise users, it had become fragmented and unclear, causing friction and support requests. I redesigned the flow around distinct user types, guiding each from sign-up to activation.
Platform
Web and mobile
Needs Analysis
Needs Analysis
Needs Analysis
The existing interface was dated and inconsistent, and no longer met the expectations of a growing SaaS product or its users.
The existing interface was dated and inconsistent, and no longer met the expectations of a growing SaaS product or its users.
The Previous Experience
The Previous Experience
The Previous Experience
Key information is buried
Key information is buried
Key information is buried
Benefits aren’t shown upfront, so users have less reason to continue (e.g. the new-user sign-up page).
Benefits aren’t shown upfront, so users have less reason to continue (e.g. the new-user sign-up page).
Related flows don’t connect
Related flows don’t connect
Related flows don’t connect
Closely linked steps break apart, causing drop-off and wasted effort (e.g. finishing registration, real-name verification).
Closely linked steps break apart, causing drop-off and wasted effort (e.g. finishing registration, real-name verification).
Inconsistent across devices
Inconsistent across devices
Inconsistent across devices
The experience varies by device, with little done for device-specific needs (e.g. verification on mobile).
The experience varies by device, with little done for device-specific needs (e.g. verification on mobile).
Brand presence is weak
Brand presence is weak
Brand presence is weak
Long-outdated pages don’t reflect the Tencent Cloud brand and fall behind competitors (e.g. the registration page).
Long-outdated pages don’t reflect the Tencent Cloud brand and fall behind competitors (e.g. the registration page).
Design Strategy
Design Strategy
Design Strategy
Segment users to improve conversion at every key touchpoint.
Segment users to improve conversion at every key touchpoint.
New Users
Give clear guidance at high-intent moments to turn visits into registrations
New Users
Give clear guidance at high-intent moments to turn visits into registrations
New Users
Give clear guidance at high-intent moments to turn visits into registrations
Registered Users
Lead with rewards, such as free trials, to motivate users to complete verification
Registered Users
Lead with rewards, such as free trials, to motivate users to complete verification
Registered Users
Lead with rewards, such as free trials, to motivate users to complete verification
Authenticated Users
Keep the flow effortless while nudging users to complete their profile and unlock more benefits
Authenticated Users
Keep the flow effortless while nudging users to complete their profile and unlock more benefits
Authenticated Users
Keep the flow effortless while nudging users to complete their profile and unlock more benefits
Users with Login Issues
Offer a self-service appeal path so users can recover access on their own
Users with Login Issues
Offer a self-service appeal path so users can recover access on their own
Users with Login Issues
Offer a self-service appeal path so users can recover access on their own
Component Library
Component Library
Component Library
Component standards reduce design effort and speed up production. Login and registration components are standardised across desktop and mobile, with reusable specifications.
Component standards reduce design effort and speed up production. Login and registration components are standardised across desktop and mobile, with reusable specifications.
The specs were built into Axure files and shared with the product team. The team can now prototype directly from components and UX designers simply review, with no visual design or rework needed.
The specs were built into Axure files and shared with the product team. The team can now prototype directly from components and UX designers simply review, with no visual design or rework needed.
Design Impact
Design Impact
Design Impact
Results within one month of launch
Results within one month of launch
Results within one month of launch
Mobile Design
Mobile Design
Mobile Design
