<p>The client runs a huge travel discount website that has 10+ million unique visitors and 100 million+ pageviews per month. Despite such massive website traffic, the number of people signing up and creating a user account on the website were significantly less. The website was based on an old Angular.js framework that was affecting its performance. The client could not collect information about the visitors, and hence, was unable to target them with personalized offers. Also, the existing users were browsing the website mostly in guest mode and, thus, couldn’t be targeted with personalized offers to enhance engagement.</p> <p>The client wanted to foster a relationship with the travelers so that they come back to their website organically. To achieve this, they wanted to assist travelers in booking the right deal by understanding their preferences. Hence, they wanted to optimize the process of account creation, sign in, password recovery, etc., making the processes as frictionless as possible.</p>