Case Study Okta

Challenges

Brand Perception
Separate platforms led to user confusion about the relationship between Okta and Auth0, weakening overall brand trust.
Disjointed User Journeys
Navigating between Okta.com and Auth0.com felt disjointed, increasing user frustration and friction.
Unclear Messaging
Inconsistent product descriptions and content delivery hindered users’ understanding of key value propositions.
Localization Issues
Maintaining consistency in localized content and ensuring seamless experiences across regions proved challenging.

Approach

Program Management Excellence
- Established dual-track workflows to coordinate discovery and delivery efforts seamlessly.
- Aligned teams through weekly stand-ups and bi-weekly stakeholder review sessions.
- Created progress dashboards to track milestones, manage dependencies and priorities in real time.
- Conducted retrospectives at key milestones to refine workflows and improve team efficiency.

User story mapping

Airtable tracking for sprint planning, milestones, and risk management

Research and Discovery
- Conducted stakeholder interviews to identify pain points and align on unification goals.
- Developed shared personas to align the combined customer base’s needs with Okta’s offerings
- Facilitated journey mapping sessions to understand cross-platform user needs and friction points.
- Performed competitive analysis to benchmark best practices for unified brand ecosystems.

User personas

Journey mapping

Competitive Benchmark

User Story Mapping Sessions

Brand Unification and IA Updates
- Created a unified brand narrative to clearly articulate the relationship between Okta and Auth0.
- Redesigned the IA to enable seamless navigation between platforms,
- Validated the AI and navigation through card sorting and tree testing.
- Established centralized governance for IA updates to ensure long-term consistency.

Unified narrative approach

Okta brand envisioning

Auth0 brand envisioning

Information architecture and internal survey feedback

Card Sorting Workshops

Prototyping and Design System Integration
- Consolidated design systems from both platforms into a single, scalable framework aligned with WCAG 2.1 standards.
- Delivered high-fidelity prototypes showcasing unified navigation and user flows.
- Iterated on designs using feedback from regular stakeholder reviews and usability testing sessions

From low-fidelity wireframes, progressing to mid-fidelity designs, and finishing with high-fidelity annotated mockups

Design system augmentation and A11y best practices

Localization and Content Optimization
- Implemented centralized translation workflows to ensure accuracy and consistency in localized content.
- Hosted regional workshops to address specific content needs and refine approaches for global markets.
- Optimized content structure and messaging to improve discoverability and engagement.

Content assessment and optimized content structure

Pseudo-localization

Performance Monitoring and Refinement
- Set up tracking tools to monitor user engagement, bounce rates, and time-on-page metrics.
- Created visual dashboards to provide stakeholders with real-time insights into performance improvements.
- Iteratively improved high-priority pages based on analytics and user feedback.

Outcomes

UX Metrics (Design)
- Navigation Efficiency:
  ‍20% reduction in navigation errors due to IA unification and streamlined flows.
- Accessibility Success:
  WCAG compliance improved by 18%, enhancing inclusivity for global audiences.
- User Task Completion:
  ‍Increased task completion speeds by 15% for workflows like account setup and documentation access.
Product Metrics
- Engagement Growth:
  ‍25% increase in session durations across unified platforms, reflecting improved user experience.
- Feature Adoption:
  15% rise in usage of developer tools and self-service resources on Auth0 and Okta pages.
- Content Discoverability:
  ‍A 17% drop in the number of users failing to locate documentation or support materials.
Business Metrics
- Organic Traffic Growth:
  ‍Achieved a 20% increase in organic search traffic, driven by integrated SEO strategies and clearer site content.
- Conversion Rates:
  Conversion rates rose by 18%, thanks to more intuitive user journeys and unified CTAs.
- Customer Satisfaction:
  ‍Recorded a 40% improvement in Net Promoter Score (NPS), reflecting a more cohesive and user-friendly ecosystem

Learnings

From UX Leadership
- ‍Crafting a single, unified brand narrative ensures consistent user trust and engagement.
- Combining design systems and content repositories simplifies maintenance and strengthens long-term scalability.
From Program Management
- ‍Establishing clear communication and tracking workflows is crucial for aligning multiple teams and maintaining progress.
- Retrospectives after major phases provide valuable insights for optimizing future projects.
Future Best Practices
- ‍Begin unification projects with a shared brand narrative to establish a cohesive vision.
- Incorporate localized content workflows early to ensure seamless global rollouts

This project brought a new level of clarity and cohesion to our digital ecosystem. The unified design and streamlined user flows have strengthened our brand and made it easier for customers to trust and engage with us. The results speak for themselves."
‍
— Digital Strategy Manager (PO), Okta

Unifying‍Okta and Auth0

Challenges

Brand Perception

Disjointed User Journeys

Unclear Messaging

Localization Issues

Approach

Program Management Excellence

Research and Discovery

Brand Unification and IA Updates

Prototyping and Design System Integration

Localization and Content Optimization

Performance Monitoring and Refinement

Outcomes

UX Metrics (Design)

Product Metrics

Business Metrics

Learnings

From UX Leadership

From Program Management

Future Best Practices

Unifying
‍Okta and Auth0