One login across a telecom group's websites and apps

The situation

Before the platform, a customer of the group could need a separate account for each of its websites and apps. The new identity platform had to handle three things for all of them: who the customer is (authentication), what they may do (authorisation), and what the group knows about them (profiling). It would also hold customers' stored payment methods.

What was at stake

An identity platform can fail in two ways. If moving accounts across loses data, customers lose access to what they already had. If the new sign-in is harder than the old one, people drop out at the first step. Either way the cost lands on the group's sites and apps together.

The decision that mattered

Not every customer could use the new login. Instead of forcing everyone through one path, Matthaios kept a fallback route for users who could not use it.

What was done

• Owned the product vision, requirements and backlog, and set the goal of each sprint.
• Moved customers from separate per-site accounts to one login without losing their data.
• Usability-tested sign-in with users.
• Tracked sign-in measures as product KPIs.
• In a parallel role as Digital Interfaces and UX Team Leader, set common UI and UX guidelines and built a central customer profile, customer identification and interoperability between apps and the web.
• Ran the team in a hybrid setup, adapting agile practice to it, and explained research findings and complex UX topics to senior leadership.

Results

• 5M+user accounts
• 100,000sunique sign-ins every day
• 100,000sstored payment methods

• A bronze award for digital innovation through mobile at a mobile-excellence awards scheme, 2019.

What lasts

One identity across the group's websites and apps: customers sign in once, with one profile behind them.

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