Pioneered an innovative, secure cloud-based login system that utilizes authentication tokens without user login, increasing signup conversion rates by 20%p (first ever in the finance sector).
Toss
2023.01 - 11
My Role
Product Manager
Legal & Compliance research
System structure planning
Toolkit
Figma, Mind-mapping, Back-end design
Service flow overview
Problem
Upon monitoring the growth of the Toss app, I noticed that at a certain point, the app's growth began to plateau.
Following the Carrying Capacity theory, taking into account factors including new user acquisition, revisit frequency, and churn rate.
Then, I noticed that the user growth rate was decelerating compared to this influx rate. even new user acquisition remained consistently.
User Research
Conducted a user research involving 3,256 participants:
Users who change their phones every two years must log in to Toss each time, and during this process, 50% of users churned due to the perceived complexity.
50% of Toss users are seniors aged 50-60, and 80% of them uninstall and reinstall the app repeatedly due to storage issues.
Back-end Planning
In the registration process, there was three essential steps: CI (Customer Identification) verification, device possession authentication, and PIN password verification.
Device possession authentication is necessary for real-time device security and cannot be omitted.
The PIN password is a minimum security requirement and cannot be skipped.
To verify CI, Toss application require user information input and identity verification through a verification agency.
⇒ These steps (CI verify by inputting user information) remain consistent for the same user.
⇒ If there's an alternative way to confirm the user, it can skip requesting user information.
Result
In traditional financial applications, the imperative for security led to an average of 10 to 15 login steps. Even Toss, a financial app, conformed to the conventional approach with a 10-step login process. However, I challenged the purpose and necessity of each of these login steps and delved into the legal and security underpinnings.
Upon comprehending the rationale and objectives behind each step, it became clear that, instead of imposing each step on the user, I could employ technology to streamline the process. As a result, Toss introduced an unprecedented login method for the first time in South Korea, not only reducing the inconvenience associated with financial app usage but also significantly expanding the user base.
Left : AS-IS / Right : TO-BE
User Distribution
Following the introduction of this groundbreaking login feature, users who adopted this method saw a 
remarkable 150% increase in their login conversion rates.
remarkable 150% increase in their login conversion rates. Moreover, the user response to this feature was overwhelmingly positive, with the service attracting nearly ten million users within a mere three months of its launch.
