Case

Driving Adoption of Secure Authentication Through Seamless UX with SMS cost reduction.

Problem

• Users struggled with SMS-based login, leading to friction and drop-off.

Objective

Design a login experience that:

• Encourages adoption of Passkey

• Reduces dependency on SMS OTP

• Maintains high login success rate

• Increase adoption of passkey while maintaining fallback reliability.

Hypothesis

If Passkey is introduced with:

• Clear entry points

• Reduced setup friction

• Proper fallback logic

Then:

• Users will gradually shift from SMS to Passkey

• Login success rate will improve

• Authentication experience will become faster and more secure

Flow Optimization

• OTP used as bridge, not final state

• Introduce Passkey during natural login moments

• Handle system conditions:

  • FIDO support

  • iCloud Keychain

  • Face ID / biometrics

→ Ensures compatibility + reduces drop-off

Key Design Decisions

• Prioritized passkey after OTP verification to ensure user trust

• Maintained SMS fallback for unsupported devices

• Introduced device checks to prevent setup failure

Outcome

• Passkey adoption increased to 60%

• SMS usage reduced to 35%

• Improved login success rate