Now Live On iOS Android and Crave.Ca , CTV.ca, Noovo.ca
To support a more seamless entry point into Crave’s streaming experience, I led the UI design of a complete overhaul of the Sign In and Create Account flows across both web and mobile. The goal was to modernize the interface, reduce user friction, and create a scalable, accessible authentication system. While my primary focus was on high-fidelity visual design and component creation, 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 redesigned flows served as a foundation for future consistency 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 critical 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
Customers were met with errors while entering their information
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.
In Conclusion
This project marked the beginning of a much larger shift.
Being able to work with other designers on this extensive application helped expose me to a wide range of perspectives and ideas that I would've never considered. Being able to conduct user interviews and user testing helped us build a better understanding of how we can improve our user experience. Through this process, we were able to reiterate any details we missed and helped identify our core features.
If we got another chance to do this again, we would want to work with a travel officer during the design process. Since all of us, designers do not have extensive knowledge of applying for a visa, having a professional opinion would help myVisa become closer to being a realizable application.
