UX Bites: Single Sign-On (SSO). What it is, why it matters, and why you… | by Nick Lawrence | Mar, 2023

Screenshot of the Atlassian login page

What it is, why it matters, and why you should care as a designer.

Single Sign-On (SSO) is a method by which a user can sign into multiple digital products and services using a single account with a large-scale provider.

These include companies like:

  • Google
  • Meta
  • Apple
  • Microsoft, and
  • Amazon

To name just a few.

SSO is dramatically changing the way that users interact and engage with products and services.

SSO makes it easy for users to access your product or service by allowing them to sign in using their provider account.

→ Products and services that offer SSO by allowing users to sign up with a provider account have seen dramatic increases in overall engagement and retention.

As a designer, you want to do everything in your power to make sure your products are as engaging, sticky, and easy to access as possible for your users.

Offering SSO logins not only reduces cognitive load on your users, but can help to:

  • Increase product/service engagement
  • Improve user retention
  • Streamline user management
  • Lower overall development costs (depending upon implementation)

If you’d like to learn more about SSO, you can check out this brief explainer by Jeff Crume at IBM below.

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Until next time, keep designing my friends!

Nick Lawrence |

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