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Beautiful authentication Tear down the barbed wire
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Hi, I’m Tiffany @theophani
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Beautiful authentication Tear down the barbed wire
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flickr.com/photos/fallstreak_holes/14394586240
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flickr.com/photos/jonwiley/1465722671
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Tear down the barbed wire
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Engagement Engagement Engagement
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User value
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The act of signing in has no inherent value
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Some user experiences are best when they are never “experienced”
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Authenticated experiences have a high value
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Signing in is a pain
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Your product on the other side is the prize
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Aim: Pain < Prize
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A lot of pain = Barbed wire
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The case study: our old auth flow
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How did we know our authentication was painful?
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1. Analyzing support tickets
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2. Detailed monitoring of authentication endpoints
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3. Usability tests
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4. Tracking the conversion funnel
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What was the nature of the pain we found?
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Traps: A punishment for entering an expected situation that is not ideal
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Example Trap: Forgetting your password
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Forgetting your password is normal
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Avoid traps: Expect common non-ideal situations
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Doubled-edged sword: A feature that is meant to protect you, but can also hinder you
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Example doubled-edged sword: Confirmation modals
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Example doubled-edged sword: Passwords
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Passwordless sign-in is as secure as password reset
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Avoid doubled-edged sword: Keep the protection, remove the hinderance
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Russian roulette: Forcing someone to make a choice that might be wrong … or not
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Example of Russian roulette: Making people choose whether they want to sign in or create an account
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We prompt the user to identify themselves first
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Example Russian roulette: Making people pick a unique display name during account creation
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Avoid Russian roulette: Remove risky decisions
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Friendly fire: When your systems cause errors for the user that are no fault of their own
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Example of friendly fire: Wrong assumptions about names
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Example of friendly fire: Wrong assumptions about email addresses
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Avoid friendly fire: Look at error logs and fix bugs
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Crossed wires: When users misunderstand what they are doing
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Example of crossed wires: People started to create an account, but ended up signing in
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Confusing language: sign in / sign up
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We changed to: sign in / create account
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Avoid crossed wires: Make choices distinct
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What do you measure to see if you reduced the pain?
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What do you measure to see the pain?
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Task-completion rate
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Drop-off points
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Time to complete
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Usability tests
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Volume of support tickets
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Thank you! Tiffany Conroy – @theophani
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