Redesigning Visa's global authentication flow

This redesign was one of several global projects I was assigned by Visa. The challenge was deceptively simple: create a consistent authentication and onboarding flow across regions. In practice, it exposed how fragmented Visa's digital experience had become.

Different websites used different step orders. Some asked for PAN (Primary Account Number) immediately, others delayed it. Keyboard layouts on mobile weren't optimized. The tone of microcopy varied between sites. What should have been a quick, reassuring sign-up felt bureaucratic and inconsistent.

I began with a comprehensive audit of existing flows across regions. I annotated unnecessary steps, confusing language, and places where technical implementation created friction. For example, one flow required entering the PAN before the account object was even created—a pattern that broke if the user closed the browser.

Another locked the user out entirely until email verification, even after they had provided personal data. The picture that emerged was clear: inconsistency was the rule, not the exception.

To align stakeholders, I mapped and prototyped multiple flow families, each representing a different philosophy toward user onboarding.

Stakeholders asked to see the extremes brought to life. I designed detailed prototypes focusing on mobile-first experiences, then adapted them for desktop. The goal was to demonstrate what each approach would feel like in practice.

The discussions that followed were intense, and this was the heart of the design leadership challenge. Each stakeholder group had valid concerns that needed to be balanced.

To make the trade-offs tangible, I modeled estimated conversion funnels based on industry benchmarks and internal data from similar flows.

I created two detailed rigid flow prototypes to demonstrate different approaches to the same constraints. Both required email verification and PAN entry, but with different sequencing and user experience patterns.

Two handoff flows were prepared for final stakeholder review: my preferred less rigid approach where users could log in without a card, and the business's preferred rigid approach requiring both email verification and card entry upfront.

The rigid version was ultimately chosen. It guaranteed data integrity and aligned with Visa's business goals, despite the projected impact on conversion rates.

Knowing we couldn't win the structural battle, I focused on craft to soften the rigid experience through thoughtful details that would reduce perceived friction.

The rigid flow went live as Visa's harmonized onboarding journey across all regions. The implementation delivered on key business objectives while maintaining user experience quality through careful craft.

This project taught me three fundamental lessons that I carry into every design challenge:

I recommended a future evolution toward a hybrid model that would preserve data integrity while respecting user motivation. This approach would require backend evolution and became a roadmap item for future iterations.

This case study wasn't about designing a single flow—it was about demonstrating how a lead product designer navigates global-scale complexity. I balanced user empathy, business needs, and technical constraints while guiding stakeholders through data-informed decisions.

The rigid flow may not have been my ideal outcome, but I ensured it was crafted with care, empathy, and mobile-first detail. More importantly, I established a clear path for future improvement and left the organization better equipped to make these trade-offs in future projects.