Ollert’s password skipper
Users of the fictional product management app Ollert groaned at the tedium of keying in their password every time they logged in, so a new feature was devised to skip it. Now, the only thing to do was entice users to use it right when they felt the pain. 💥
Brief
“We need a new screen at login telling users they can skip manual password entry by activating a link in their email. But we still need to let them sign in the normal way too.”
Solution
Content designing a friendly, sympathetic promo that quickly conveys the user benefit while easing security concerns.
The result
Content exploration
Keeping in mind the user benefit (an easier login) and user fear (account security), I began iterating on what this screen might look like. Here’s how it evolved.
Naming process
First, I considered whether it needed a name at all. Wasn’t this a set-it-and-forget-it feature? Would a name be gimmicky? Or sound like an upsell, spooking people away?
Ultimately, the advantages of a name won out:
To help scannability
For easy recall of the feature in the email they’re about to get
For easy recall later in password settings
Name ideation
To make it memorable and help scanners, I knew its name would need to come from its function. I ultimately went with PassLink—“pass” nicely referencing both password and bypass.
(Oh, and yes, since you’re probably wondering: ByePass was a little too much, and almost sounded like the feature was doing away with passwords altogether.)
