MailerLite: Reducing Login Friction and Support Tickets with a Scalable SSO Solution
Our goal was to evaluate and streamline the MailerGroup login experience to ensure a unified SSO flow that can potentially reduce user friction, increase cross-app adoption, and drives a projected 25% uplift in successful sign-ins while lowering support tickets related to login issues.
Why did we embark on this initiative?
SSO was originally introduced to simplify access across MailerGroup platforms. However, limited resources during the rollout left key user experience issues unresolved. This resulted in over 1,000+ support tickets related to login difficulties, app-switching confusion, and hard-to-find social login options. To reduce friction for both users and internal teams, we needed to reassess the system, address open issues, and design a more seamless, scalable SSO experience.
In summary:
Hard to switch apps: Users struggled to move between platforms and often didn’t realize other apps existed.
Hidden social login: Social login options weren’t noticeable, even though they offered faster access.
Cross-sign-in friction: Users faced unnecessary steps and errors when signing into multiple apps.
What was the plan?
We formed a cross-functional trio consisting of a Product Designer (myself), a Software Developer, and a Product Manager. Together, we set out to fix the SSO experience across MailerGroup apps. Our approach was straightforward: Evaluate the current state of SSO, Research with data and user feedback to validate assumptions, and Experiment with solutions to quickly test and iterate. The goal was to deliver more value to users while driving measurable business growth.
Focus areas we worked on:
App switching – Enable seamless movement across platforms to unlock cross-selling opportunities and improve ease of use.
Unified profile page – Create a central SSO profile hub where users can manage their identity across all MailerGroup apps.
Simplified account creation – Streamline onboarding for users who already have an account in any MailerGroup product.
Improved social login – Make social sign-up and login options more visible and effortless.
App switching
After testing three design variations, we chose the version that users found easiest to discover and navigate. This approach balanced simplicity with visibility while staying true to the ‘Lite’ UI style.”
Unified profile page
We redesigned the profile page to mirror the top navigation style across apps. This creates a familiar, unified experience and makes switching between platforms more intuitive with reduced friction.
Simplified account creation
We streamlined the account creation flow from 4 steps to just 2. To further speed things up, we auto-filled fields like company name, allowing users to simply click continue and instantly create accounts across other MailerGroup products.
Social Login for Login and Sign up
We redesigned social login to match both sign-in and sign-up flows. Since 75% of customers prefer Google authentication, we prioritized it visually while keeping other options (Apple, Microsoft, GitHub) accessible under ‘More options.’ This balance improved discoverability without cluttering the UI.
Impact
Helped address the ~60% of support tickets tied to login, plus 10% social login and 30% app-switching issues.
Improved onboarding speed by ~40% after reducing steps from 4 → 2.
Increased social login visibility, benefiting the 70%+ of users who rely on Google login, making cross-app sign-ins ~30% smoother.
Delivered an app-switching model that was 2.5× easier to discover, boosting cross-product navigation.
These improvements created a more consistent, intuitive, and scalable SSO experience across the MailerGroup ecosystem.
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