PASSWORD CREATION

THE GOALS
•  Reduce calls to customer service regarding changing passwords.
•  Allow users to quickly change or create their passwords and continue to their destination.

THE CHALLENGE
The confusing statement of system requirements for passwords (Oops! Your password needs to be 8-20 characters; a combo of numbers, letters, and/or special characters; and cannot be your email address.) needed to be replace with an experience that told users what was required to proceed. 

THE SOLUTION
Show users a bolded list of the main requirements (8 characters, 1 number, 1 letter), which were unbolded as the user chose a password that met the requirement. Relevance was more important than total accuracy. People didn't need to know all the rules around passwords (like a maximum character count of 20) just how to proceed. In the case of folks breaking the password recipe (like using their email address for their password), they would get a simple error message letting them know how to proceed. The new flow reduced customer contacts, saving $787 per day.