Discover how Cobone introduced Single Sign-On, Google login, and Apple Sign-In across its website and mobile apps to simplify the customer experience.
The Story Behind the Project
A great shopping experience shouldn’t begin with a complicated login process.
At Cobone, we wanted customers to spend less time signing in and more time exploring deals, discovering experiences, and enjoying the platform.
As part of our ongoing efforts to improve the customer experience, we introduced Single Sign-On (SSO) and Apple Sign-In for the first time across Cobone’s website and mobile applications.
It was an important step toward making account access simpler, more convenient, and consistent across devices.
The best login experience is the one customers barely have to think about.
The Challenge: Removing Friction from Sign-In
Customers access Cobone through different devices and have different preferences for managing their accounts.
Our challenge was to provide more convenient authentication options without making the existing login experience confusing.
We focused on three priorities:
- Convenience: Give customers familiar sign-in options, including Google and Apple.
- Consistency: Create a recognizable authentication experience across web and mobile applications.
- Simplicity: Keep email sign-in and new user registration easy to find.
- The objective was straightforward: reduce unnecessary steps while maintaining a secure and familiar experience.
- The Solution: More Choice, Less Effort
We redesigned the sign-in experience around customer convenience rather than technical complexity.
The updated interface brought together email authentication, Single Sign-On, Google, and Apple Sign-In within a clean, organized layout.
Clear labels, recognizable provider icons, and prominent action buttons helped customers understand their options without additional instructions.
Existing customers could choose their preferred authentication method, while new visitors retained a clear registration path.
My Role: Leading and Building the Experience
As Head of IT at ME Digital Group, I led the initiative while contributing directly to the web development work.
My involvement covered project planning, UI/UX discussions, technical coordination, implementation, and reviewing the customer journey across platforms.
Working with the development team, we focused on integrating the new authentication options while keeping the overall Cobone experience familiar and consistent.
The project combined hands-on development with cross-platform coordination, ensuring that a relatively small interface improvement received the technical attention it deserved.
The Outcome: A Better Foundation for Customer Experience
The delivery introduced new authentication choices across Cobone’s website and mobile apps, including Google and Apple Sign-In, alongside the existing email-based journey.
The tangible achievements included broader sign-in options, a consolidated interface, and Cobone’s first implementation of these capabilities.
Although conversion or login-completion improvements were not quantified, the implementation established a foundation for measuring authentication success, failed attempts, and customer adoption.
Sometimes, improving the entire customer journey starts with making the first step easier.
For me, this project was a reminder that meaningful digital improvements don’t always require a major redesign. Sometimes, giving customers a simpler way to get started can make an important difference.