Single Sign In
This project spanned nearly a year. The following provides a high-level overview of the design process and key decisions from my perspective.
I was responsible for leading the end-to-end UX design for the SSO integration, working across both web and app experiences. Key responsibilities:
- Defining and iterating on complex user flows, including edge cases and platform-specific behaviours.
- Proposing and securing buy-in for strategic changes.
- Collaborating closely with product managers, engineers, and stakeholders throughout the project lifecycle.
- Supporting implementation to ensure design quality, accessibility, and responsiveness.
Introducing Single Sign-On (SSO) to millions of existing members and new users represented a fundamental shift with significant UX implications. This change impacted multiple areas across the site and app, affecting both existing user journeys and new user onboarding.
I began by mapping all existing forms across the site and app, including identifying region-specific variations.
I then analysed how other companies implement SSO, focusing on the end-to-end user journey, from initiating sign-in to returning from the provider. While this flow appears simple, creating a seamless experience requires careful consideration. Key observations:
- Some platforms open the SSO provider in a new window rather than a tab.
- Native device integrations (e.g. Apple SSO on iOS) improves familiarity and trust.
- Many platforms restructure or simplify their forms to accommodate SSO.
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Next, I focused on how this would work for TopCashback. What are some things to consider that are specific to TopCashback?
- We require email verification for certain actions (e.g. withdrawals). Is this still necessary with trusted SSO providers?
- We allow users to sign up with a promo code, would this still be achievable when signing up via SSO?
- Signing up through some landing pages carries a bonus that is awarded in the user’s account, would this still be achievable?
- We enforce a security timeout requiring password re-entry after 60 minutes. How should this behave with SSO?
Two additional considerations became critical to the project:
- How do we enable current users to benefit from SSO?
- Our homepage featured a long sign-up form, soon to become even longer with SSO - is it time to update this?
For the first point, the agreed approach was account linking, allowing users to connect SSO providers to their existing accounts. For the second, I proposed removing the form entirely and replacing it with clearer CTAs leading to a dedicated join page. While this introduced additional scope, it significantly improved the long-term UX. After presenting competitor patterns and user expectations, I secured stakeholder buy-in for this direction.
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With alignment on direction, I developed detailed user flows for both web and app experiences. This was an iterative process that evolved throughout the project as new edge cases and technical constraints emerged. Some complexities included; platform-specific behaviours, edge cases triggered by different entry points, dependencies between journeys.
I refined these into clear, structured flows and worked closely with product managers and engineers to validate completeness and feasibility.
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Once aligned, development began. Throughout the build phase, I continued collaborating with engineering to refine flows and resolve gaps as they surfaced.
To ensure existing members could benefit from SSO, I designed an account linking experience that allows users to connect and disconnect social providers within their account area. This was closely integrated into the wider user flows, with particular attention to edge cases such as, updating account credentials or handling conflicts where a social account is already linked to another TopCashback account to maintain a secure and seamless experience.
Incorporating a homepage redesign with this project was a neccessary step.
In parallel with development, I began redesigning the homepage. The goal was not to change the content, but to modernise the UI, strengthen brand presence, remove the sign-up form in favour of clearer, lower-friction entry points. As part of my process, I started with paper sketches to explore layout directions.
The top section (previously dominated by the form) required the most attention. I explored multiple layout variations that elevated our brand’s 3D bird asset, highlighted the core value proposition more clearly, retained key trust signals (e.g. Trustpilot, awards).
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Initial feedback highlighted that removing the form created a perceived “empty space.” I iterated on this by introducing engaging visual elements and subtle motion to maintain balance without reintroducing clutter. The final solution addressed stakeholder concerns while improving visual hierarchy and engagement.
For the rest of the page, I adopted a more modern, modular layout with clear content sections, improved visual hierarchy, better spacing and readability. Using Google Analytics data, I identified that the majority of users accessed the site via mobile. This informed a mobile-first approach, ensuring layouts and components scaled effectively across breakpoints.
Working closely with our front-end developer, we ensured:
- Consistent experience across browsers.
- Full responsiveness across devices.
- Support for multiple regions (FR, ES, DE, IT).
- Performance considerations (e.g. fallback thumbnails for slower connections).
- Ensuring WCAG 2.2 AA is met.
A new user does not want a form asking for personal details as the first thing they see on the homepage.
Simply adding SSO to the existing homepage form would have increased complexity and friction, given additional requirements such as terms acceptance and marketing preferences. Instead, the redesigned approach allowed the homepage to focus on communicating value before asking users to commit.
To ensure a cohesive experience across entry points, I also addressed the referral landing page - I retained a sign-up form due to high intent, but updated the UI to align with the new homepage, creating a hybrid experience. I Introduced consistent modernisation to align with the new homepage and maintain continuity in the user journey.
Through close collaboration across design, product, and engineering, we successfully launched SSO while simultaneously improving key entry points across the site. This project not only introduced a major new feature, but also enabled the modernisation of core user journeys, including the homepage, join page, and referral flows.