Now Live On iOS Android and Crave.Ca , CTV.ca, Noovo.ca
I led the redesign of Crave’s sign-in and account creation UI experience across web and mobile, creating a more consistent, scalable, and accessible authentication process. While my primary focus was UI design and design systems, I also collaborated closely with UX designers, product managers, and developers to ensure the experience addressed key usability issues, supported business goals, and was feasible for MVP implementation. The updated flows served as a foundation for future designs across Crave and other Bell Media platforms.
The Problem
Crave’s inconsistent authentication flow made it hard for users to understand what to do, leading to missed actions and drop-off.
To gain a better understanding of the problem, we conducted user tests on the current in-market flow and asked users to enter the platform through different touchpoints. This helped us identify the main pain points, which we then narrowed down to 4 key insights.
In Market Experience
Poor hierarchy of primary actions
Essential CTAs were visually deprioritized, leading users to overlook or miss next steps.
Inconsistent and incorrect use of UI components
Elements like buttons, inputs, and error states deviated from the design system, resulting in a confusing user experience.
Agressive micro-interaction experiences
Users were met with errors while entering their information, creating unnecessary friction.
Design Goal
Create a scalable authentication flow that supports multiple entry points, reduces cognitive load, and meets accessibility standards
Flow clarity
Guide users through account creation or login with minimal friction.
Future-proof architecture
A reusable authentication flow that can scale with new features.
Discover & Explore
Learning from the landscape
To better understand how Crave’s authentication flow compared, I explored patterns from both direct and indirect competitors. This helped surface best practices around guiding users through entry points with clearer language, flexible flows, and simplified decisions.
In Market Experience
Information hierarcy
Establishing hierarchy through a systemized structure
With a clearer understanding of the entry points, I then created a modular component that adapts across flows while maintaining a consistent visual structure.
Design System
Bringing brand and system together
Once the information architecture was set, we turned our attention to visual consistency. To move fast without sacrificing structure, we adopted the Radix open library which gave us a solid foundation to build branded components while streamlining development handoff.
New sign in / create account for all Bell Media Brands
Refining the details with microinteractions
Once the structure was in place, we then focused on mircointeractions - refining when and how users receive feedback. These subtle updates reduced unnecessary interruptions and supported better accessibility.
results
This project marked the beginning of a much larger shift.
We introduced shared components that brought consistency across different user journeys and entry points. This helped unify the experience across Bell Media platforms, connecting TSN, CTV, Noovo, and Crave under a more cohesive identity and laid the groundwork for bringing everything into one platform.
