Seamless and Secure User Journeys Through Unified Signup–Login Data Analytics
Client Overview
The client is a global leader in ride-hailing and urban mobility, operating a robust mobile platform that connects millions of riders and drivers across 900+ metropolitan areas worldwide. The company has transformed the transportation landscape by redefining how people move within cities, offering a seamless, affordable alternative to traditional taxis. Building on this success, the client rapidly diversifies into broader logistics and delivery services, extending its impact beyond passenger transport.
Breaking the Data Gridlock: Paving a Smoother Path for User Authentication
As a global ride-hailing leader, the client wanted to ensure millions of users experience a secure, seamless signup, login, and account management journey. To achieve this, they sought timely, accurate, and actionable insights from their vast authentication data while overcoming critical data management hurdles.
Unified, Reliable Metrics
Data critical to key KPIs was scattered across fragmented datasets with inconsistent structures. Different business units tracked similar metrics but defined and measured them differently, creating discrepancies and undermining trust in the data.
Single Source of Truth
The absence of a centralized data repository raised concerns about the reliability and consistency of insights, making it difficult to gain a holistic view of user authentication patterns.
Actionable Insights for User Journey Optimization
The client required a framework to translate raw signup and login data into actionable intelligence, enabling continuous improvements in security, usability, and overall user experience.
Building the Single Source of Truth: A Scalable Data Backbone
To overcome fragmented metrics and inconsistent definitions, we engineered a unified, future-ready data ecosystem that delivers consistency, accuracy, and flexibility for millions of user authentication events worldwide
Unified Data Architecture
We designed streamlined, standardized tables that consolidate signup–login activity and user drop-offs across every line of business (LOB). This single source of truth (SSOT) integrates both app and web data, applying uniform logic to simplify transformations and ensure complete usability across the organization.
Built-In Scalability
The architecture’s dynamic design allows new KPIs, data sources, or LOBs to be added without disrupting existing metrics or compromising data integrity, ensuring the solution grows effortlessly alongside the client’s expanding operations.
Engineering the Breakthrough: Our End-to-End Playbook
To address the complexity of the underlying data and how it is stored, we developed a streamlined data processing pipeline that ensured consistency and accuracy across multiple data sources. The solution design involved the following key steps:
Data Sourcing and Integration
We sourced mobile and web event data(views, clicks, signup, login, dropoff, etc.) from six distinct lines of business (LOBs), each with its own data structure and corresponding events, ensuring comprehensive coverage of all relevant business units.
Data Restructuring for Uniformity
The sourced data was processed and restructured to align with a standardized format. By applying consistent logic, we created standard KPIs to ensure comprehensive usability across all LOBs, which enabled more accurate cross-business analysis.
Creation of Unified Data Tables
Unified data tables were developed in Hive to store the restructured data. This step facilitated easier querying, ensured that the data was ready for further analysis, and ensured scalability for future data processing needs. The aggregated unified data was stored in Google BigQuery (GBQ) to enable efficient querying, fast data retrieval,
Data Visualization
Using the unified data tables, we developed insightful and interactive charts in Looker Studio, which enabled us to understand and visualize a user’s journey through the authentication process.
Bot Defense Implementation
Using the data generated from evaluating requests by the client's bot defense mechanisms, we implemented a solution to flag devices for bots to remove skewness from key metrics.
Through the information visualized in the dashboard, we captured the root causes of drop-offs at various stages of the authentication process and identified the pain points of everyday users. These insights improved the app and website user experience, leading to higher funnel conversion rates.
Business Impact: Turning Data Chaos into Measurable Wins
By unifying scattered authentication data and applying a scalable architecture, the solution streamlined operations, cut costs, and lifted conversion rates across the client’s global ride-hailing ecosystem.
Single Source of Truth
We consolidated data from multiple sources into three unified tables, creating a reliable single source of truth for all authentication metrics.
Experimentation at Speed
The unified tables and interactive dashboard enabled the client to run smoother, faster experiments and visualize KPI impacts with precision.
Effort & Cost Savings
The scalable, responsive architecture allowed effortless onboarding of new lines of business, reducing both effort and cost across the organization.
Bot Traffic Eliminated
By flagging and filtering ~90% of bot traffic across multiple web domains, we enabled an 11%+ improvement in funnel conversions across different LOBs.
About Indium
Indium is an Al-driven digital engineering company that helps enterprises build, scale, and innovate with cutting-edge technology. We specialize in custom solutions, ensuring every engagement is tailored to business needs with a relentless customer-first approach. Our expertise spans Generative Al, Product Engineering, Intelligent Automation, Data & Al, Quality Engineering, and Gaming, delivering high-impact solutions that drive real business impact.
With 5,000+ associates globally, we partner with Fortune 500, Global 2000, and leading technology firms across Financial Services, Healthcare, Manufacturing, Retail, and Technology-driving impact in North America, India, the UK, Singapore, Australia, and Japan to keep businesses ahead in an Al-first world.
