A lecture I gave at PRODUCT EXCELLENCE 2015 http://www.productx.org/2015/

2. 2

3. MarketingLicense Security User
Communication
Customization &
Multi-Channels
https://medium.com/@rameshdot0/the-death-of-the-login-b274b22e27a9

4. - 60%
https://cups.cs.cmu.edu/soups/2013/trustbusters2013/
Sign_up_or_Give_up_Malheiros.pdf
82%-64%-
54%-
44%-

5. 4e
http://www.nngroup.com/articles/login-walls/Whay
Expected
Utility
Expected
Benefits
Expected
Interaction Costs
= -

9. Continue
9
1. Cancel it
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Password
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https://www.uie.com/articles/three_hund_million_button/

10. Continue
10
1. Cancel it
You do not need to create an account to
make purchases on our site. Simply click
Continue to proceed to checkout. To make
your future purchases even faster, you can
create an account during checkout.
Email Address
Password
LoginForgot my password
https://www.uie.com/articles/three_hund_million_button/

11. 11
1. Cancel it

12. 12
1. Cancel it

13. Security

16. General check

17. Actions
Common
actions
(expected Benefits)

18. Deep investigation
Login