Single Sign-On (SSO) & Homepage Redesign
Making it easier for millions of members to access TopCashback.
What started as a new way to sign in became a rethink of how people discover, join and access TopCashback.
The Result (Within 1 month)
of UK sign-ups used SSO
of US sign-ups used SSO
existing UK members connected an account
existing US members connected an account
Overall sign-ups from the homepage remained steady despite removal of the form.
A simpler way in
Sign up with an account you already use
Members could now join using familiar providers such as Google, Apple and Facebook, reducing the information needed to create an account.
Connect SSO to an existing account
SSO wasn't just for new members. Existing members could connect providers to their TopCashback account and use them to sign in.
A homepage focused on the proposition, not a form
Instead of immediately asking visitors to sign-up, the redesigned homepage focused on explaining TopCashback and provided a clear route into a dedicated join experience.
It started with a simple brief
On the surface, the feature appeared straightforward: allow members to register and log in using the providers Google, Apple and Facebook.
But authentication at TopCashback touched much more than a login screen.
New and existing members behaved differently. Promotional and referral journeys still needed to work. Accounts needed to be linked securely. Web and native apps introduced different requirements. Finally, the solution needed to accommodate the international markets.
Behind the journey
Some questions emerged that I needed to account for:
- How should existing members connect an SSO provider?
- Would email verification still be required?
- How should promotional codes and referral bonuses carry through sign-up?
- What happens when a provider is already associated with another account?
- What security requirements should apply when account details change?
- How should behaviour differ between web and native apps?
Adding SSO would actually make our homepage worse
The logged-out homepage already contained a substantial sign-up form. Introducing SSO would add extra options alongside terms, marketing preferences and existing form fields.
I was about to make an already demanding first interaction even more complicated.
Rather than finding somewhere to squeeze SSO into the existing form, I questioned whether the form needed to be on the homepage at all.
What if I removed the form?
This became the pivotal decision in the project.
Removing registration from such a prominent position wasn't an obvious change. The form had occupied the homepage for years, and moving it introduced understandable concerns about sign up conversion.
So I looked backwards before designing forwards.
Historical testing showed that increasing the amount of content within the registration experience had negatively affected conversion. Competitor research also showed opportunities to separate product explanation from account creation.
Instead of asking for personal information immediately, the homepage could explain why TopCashback was worth joining first.
How I made the case:
I combined historical testing, competitor research and prototypes to demonstrate why I believed the wider change was necessary.
I presented the proposed SSO journeys and homepage direction to UK and US directors, explaining both the problems with adding SSO to the existing experience and the opportunity created by separating registration.
The direction was agreed.
At this point, the project had become an opportunity to reconsider the homepage, join journey and other key logged-out experiences alongside authentication.
Existing members needed SSO too
I designed an account-linking experience that allowed existing members to connect and disconnect supported providers while protecting the security of their existing account.
45,000 existing UK and US members connected an account in the first month after launch.
Account linking gets complicated quickly
The experience needed to account for users changing their account email or password, attempting to connect providers associated with another account, disconnecting authentication methods and maintaining appropriate security requirements throughout.
I worked closely with Product and Engineering as these scenarios emerged, updating the flows and designs as technical constraints became clearer.
The homepage needed to earn the sign-up
What should the homepage do instead?
Rather than using the space to collect personal information immediately, I wanted the page to communicate the TopCashback proposition and create a clear route into joining.
I explored different approaches to the hero, balancing four things:
Proposition
Quickly explain what TopCashback offers.
Brand
Create a stronger visual identity for the logged-out experience.
Trust
Retain signals that help unfamiliar visitors feel confident joining.
Action
Keep sign-up easy to find without dominating the page.
The homepage stopped asking for details and started explaining the product.
I iterated on the concept using stronger brand imagery and subtle motion, creating visual balance without filling the space with unnecessary interface elements.
Different entry points needed different solutions
Someone arriving through the main homepage may still be deciding whether TopCashback is right for them.
Someone arriving through a referral link has much stronger intent.
The same interface wasn't necessarily right for both.
For referral journeys, I retained the sign-up form on the landing page while updating the experience to support SSO and align with the wider design direction.
The dedicated join page could meanwhile accommodate the additional authentication options without overwhelming the homepage.
multiple platforms and regions
I collaborated with Customer Services, Marketing, SEO, Engagement teams and stakeholders across regions including the USA, Germany, France, Spain, Italy and Australia, to reach an alignment on content.
design to production
I ensured accessibility against WCAG 2.2 AA alongside performance requirements, including appropriate fallbacks for the homepage video. I also considered platform differentiation e.g. desktop shows a slice for the Browser Extension, mobile shows a slice for the app.
The biggest impact came from questioning the brief
The most important decision I made wasn't where to place an SSO button. It was recognising that the existing experience needed to change around it.
Using existing evidence to challenge an established part of the website allowed me to rethink the homepage, create a more focused sign-up journey and introduce SSO for both new and existing members.
Sometimes the best response to a brief isn't to design what was asked for, it's to understand what needs to change around it.
continuing to improve through testing
The work doesn’t stop there, continuous tests show where it can be improved and what converts.
Although the launch had a positive impact, I didn’t want to leave it there. I’m working with Marketing, Content and international teams on copy, hierarchy and further slices, and testing each improvement through A/B split tests.
I am incrementally testing improvements through A/B tests and monitoring conversions/general behaviour of users.