Reducing customer service workload by 34% with Express Login for Android
Social networking app buzzArab specializes in helping people connect with each other. It is best known as a matchmaking app for people looking for a spouse or a life partner, but it can also be used for making friends and dating. The app has over 420,000 users globally and prioritises the philosophy of “one account per person,” by working to remove duplicate profiles from the app.
Simplifying account login
The social networking app prides itself on the authenticity of its users, and wanted to find a way to reduce the number of “phantom users” – inactive user profiles due to duplicate accounts. To do this, buzzArab sought a solution that helped people log in to their account quickly and easily so that they did not create a “new” account when they forgot login credentials. The app hoped this would also help reduce user attrition for those who did not create a new account when they forgot a password or username and that it would increase the overall user experience.
Easing the login process for all
To help its users remain logged in to their account, buzzArab’s in-house developer team initially integrated Facebook Login in 2012. This option appears as a button on the app’s login screen, and when people choose it as their login method, it leads to a seamless account creation or login experience by linking a Facebook account with buzzArab, allowing people to access the app faster and with less friction and more personalization.
After the success of Facebook Login, the buzzArab team implemented Express Login for Android in November 2020, providing Android users with the ability to connect their Facebook account with the app and login across all of the user’s Android devices and platforms. This provides a frictionless experience for buzzArab users who prefer Android, as they can switch between their devices without having to login again.
By integrating Facebook Login and Express Login for Android, buzzArab saw fewer "phantom users," reduced user attribution, increased user engagement and satisfaction. Ultimately, buzzArab reported these additions have created a more positive user experience and increased productivity for the developer team.
- 25% reduction in time spent by buzzArab’s administration team in detecting and taking action against duplicate accounts duplicate account deletion by buzzArab (one month after Express Login for Android implementation)
- 34% reduction in time spent by buzzArab’s administration team in detecting and taking action against duplicate accounts duplicate account deletion by buzzArab (four months after Express Login for Android implementation)
- 4 hours per day saved since integrating Express Login for Android in November 2020
“Adopting Facebook Login and Express Login for Android has greatly reduced the number of duplicate and "forgotten" accounts on buzzArab. Logging users into their accounts automatically removes the guesswork of "What is my password?" or “How did I login?”. All our key metrics have been impacted positively by this feature.”