When Equine Network, the largest subscription-based organization in the equine community, approached me, they were grappling with fragmented user authentication systems across their multiple media companies. Each platform required separate logins, leading to inefficiencies in user management, marketing, and a cumbersome experience for their audience. Recognizing the need for a unified solution, I set out to design and implement a centralized identity management system.
I began by consolidating all user data into a single Azure-based database, providing a unified view of customer activity across all platforms. To enhance security and user convenience, I implemented a password-less login system, allowing users to access any Equine Network platform using a one-time password sent to their email or phone. This not only simplified the login process but also reduced the risk of password-related security breaches.
Understanding the importance of targeted marketing, I integrated tools to collect essential user information, such as geographic locations and product preferences. This data empowered the marketing team to craft personalized campaigns, improving engagement and conversion rates.
The results were transformative. Users now enjoy a seamless experience across all platforms with a single, secure login. Equine Network benefits from centralized data, offering clear insights into user behavior and engagement metrics. The marketing team can now execute more effective, data-driven campaigns, tailored to the specific interests and locations of their audience.
This project underscores the impact of a well-designed identity management system in enhancing user experience, operational efficiency, and targeted marketing capabilities.