In 2023-2024, I led UX to launch the MVP for phone-based login in India, working across global teams to design a login experience that aligned with user behavior and technical constraints in India.
My role: As sole designer, taking over mid-project, I collaborated with:
In India, many lightly-skilled workers don’t use email and prefer communicating via phone and WhatsApp. Requiring an email address to create an account was a major barrier to adoption.
What seemed like a simple change — allowing phone number login — actually impacted many core product flows. We had to redesign and validate multiple end-to-end flows:
Each flow was owned by a different product team, requiring extensive cross-functional collaboration. Gaining alignment and securing buy-in across these teams was one of the biggest challenges and successes of the project.
Redesigning core flows. We started by identifying all the touchpoints and collaborating teams, then redesigned all key flows — from account creation to post-apply communication and more.