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MyGrower
Key Results -
Increase in successful first logins and CSAT
​Decrease in support calls
Role -
Lead UX Designer
Product -
Web/Mobile
Leveraging user feedback and data to diagnose the root problem, leading to a fundamental design pivot and a dramatic increase in user success.
My team and I were tasked with investigating a high volume of user login complaints, diagnosing the root cause, and redesigning the authentication flow to improve accessibility and user success.
What is it
MyGrower is Greenstone Systems grower app and web portal. It is a digital solution that empowers growers to manage their agribusiness needs at all levels of the supply chain. Being both an app and web portal, MyGrower gives growers access to vital, real-time account information and the ability to perform their business digitally.
The Problem
For our users, technology needs to be simple and reliable. They're primarily farmers over 60 who engage with our platform for a few critical months during harvest. This seasonal use created an unexpected but massive pain point: the login. A forgotten password had become a yearly ritual of frustration, leading to a spike in support calls. It became clear that a traditional login system, designed for digitally-native, daily users, was fundamentally at odds with our customers' reality. This prompted a deep dive into our user experience, forcing us to rethink the very concept of access.
Data
Healthy collaboration is extremely important so as a team we are constantly trying to hear from each other. I met with our customer support team to discuss any major pain points they noticed coming in from users. We found that during harvest season the amount of customer calls increased almost 80% and 50% of those calls revolved around logging in.
User Feedback
I began with a journey to understand our users issues. This meant taking some trips, watching some recordings, and talking to a lot of users.
The feedback was overwhelming and pointed to one root cause:
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The Root Cause: The real issue wasn't a password, but the idea of a password. For farmers using the app only during a brief harvest season, it was an unnecessary burden.
Goals
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Increase percentage of successful logins on the first attempt
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Decrease number of support calls related to login
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Increase user satisfaction ratings
Research
My competitive research showed a common pattern: one-time codes were used in "forgot password" flows. This sparked a key question: why treat this as a backup plan instead of the main event? I proposed we eliminate the password entirely and use a one-time code for the primary login. After vetting the security and logistics with the dev team, we got the green light.
I quickly created a few mockups and did some quick user testing and found that our users were able to log in faster and with less effort by using a one time code versus the traditional “forgot password” flow. After receiving phenomenal feedback I moved forward with creating a high fidelity mockup and a prototype for our development team.
Challenges
One of the biggest challenges was a necessary pivot. My initial assumption was wrong. I had started by designing a more visible "Forgot Password" link, but user feedback revealed a much deeper issue. The problem wasn't just a single feature; it was the entire login process. This forced me back to the drawing board to rethink our approach from the ground up.
Solution
“One time code log in”
Following interviews and qualitative analysis of our current users, we introduced the “one time code log in”. We rolled out the new log in process alongside the original for 3 months to give users a choice between the two and after receiving amazing feedback, we implemented the new log in permanently.
Results
The new log in has yielded impressive results. We saw a monumental increase of successful logins on the first attempt and a large decrease in support calls related to MyGrower login.
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Successful first time log ins - 68% increase
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Support Calls related to log ins - 35% decrease
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User satisfaction ratings -18% increase
My key takeaways are to remain open to iterations and be receptive to user feedback. By using the feedback from our interviews and collaborating cross-functionally we were able to solve a massive pain point for our users.