Case Study: +380.8% More Logins with OwnID’s Passwordless Authentication

Elevating user experience was the mission. A leading retailer of apparel, footwear, and accessories partnered with scandiweb to eliminate password-related friction and deliver a smoother, more secure login experience for their customers. The goal was to modernize Magento (Adobe Commerce) authentication with a secure, frictionless process. With OwnID’s passwordless technology, we streamlined login and registration, leading to higher conversion rates right after launch. In this case study, we’ll explore the challenges, solutions, and results of this successful collaboration.

Highlights

• Passwordless login and registration implemented for enhanced security and user convenience
• Transitioned from passwords to passkeys to reduce friction and password resets
• One-click login feature improved customer engagement and repeat interactions
• Configurable two-factor authentication (2FA) enabled secure new device enrollments
• 380.8% increase in login events
• 137.8% increase in registration conversions

Business needs and goals

The client is a specialty retailer catering to young men and women who express themselves through active and alternative lifestyles. Operating in a fiercely competitive market, with a presence in the United States, Canada, and Europe, they knew that delivering an exceptional customer experience was critical to standing out.

To achieve this, they set out to simplify their registration and login processes, adopting OwnID’s passwordless technology to:

• Provide a more convenient and secure authentication experience
• Reduce friction and cut down on password reset requests
• Boost customer retention and engagement with smoother interactions

What is passwordless authentication?

Passwordless authentication represents a transformative shift in online security. It addresses the long-standing vulnerabilities associated with traditional passwords. Instead of relying on knowledge-based credentials, such as passwords or PINs, passwordless methods authenticate users through possession (devices) or inherent traits (biometrics). By removing passwords from the equation, this approach significantly reduces the risk of phishing, credential stuffing, and brute-force attacks.

Key benefits of passwordless authentication:

• Enhanced security. By relying on device-based keys or biometrics, passwordless methods eliminate the risk of password theft and are much harder for attackers to compromise.
• Seamless user experience. Customers can log in quickly and easily using familiar tools like their smartphones, whether through a biometric scan or device-based keys, significantly reducing friction during login and registration.
• Reduced operational costs. With fewer password reset requests, businesses save on IT resources while enhancing customer satisfaction through a smoother authentication process.

With tech leaders like Apple, Google, and Microsoft adopting passwordless technologies, this approach is becoming a critical component of modern, secure eCommerce operations.

To ensure a successful transition to passwordless authentication, it’s essential to consider factors like user experience, security risks, and regulatory compliance. Partnering with a reliable development agency that understands these nuances is crucial. Such an agency should prioritize strong security practices and guarantee robust implementation of biometric authentication and device-based keys. scandiweb is a reliable partner with a proven track record to guide organizations through this process, ensuring secure and user-friendly implementations.

OwnID passwordless authentication platform

OwnID is a leader in passwordless authentication that delivers secure and seamless access solutions tailored for eCommerce businesses.

Key features of OwnID:

• Device-based authentication. Users log in using personal devices, such as phones, through QR code scans or built-in biometric options, making the process intuitive and secure.
• Integration-ready. OwnID is designed to work seamlessly with platforms like Magento (Adobe Commerce), WooCommerce, and Salesforce Commerce Cloud—offering easy adaptability to existing tech stacks without compromising performance.
• Future-proofing capabilities. With support for scalable features like passkeys and multi-environment setups, OwnID ensures businesses stay ahead of evolving security needs.

By combining robust security with an effortless user experience, OwnID is paving the way for businesses to adopt passwordless authentication confidently.

We have to note, however, that with passwordless authentication solutions in Magento, a password is still generated and stored for each user. What happens is that during a passwordless login, this stored password is never used or accessed in the authentication process. The password is kept in the system primarily for compatibility reasons or as a fallback option if the user needs to switch back to traditional login methods.

Challenges

Implementing a seamless and secure passwordless authentication system for this project came with several hurdles that needed careful navigation. The project required addressing compatibility issues, adapting to Progressive Web App (PWA) frameworks, and ensuring high security and scalability under tight deadlines. Each of these challenges demanded a strategic approach and close collaboration to deliver a robust solution before the critical Black Friday period.

• Technical compatibility. The OwnID Connector required Magento 2.4.4-p9, while the client’s system was still on version 2.4.4-p2, so an extra compatibility layer was required.

• PWA adaptation. The available OwnID connector was not originally built for PWAs, requiring custom configurations for GraphQL schema, routing, and preloading. 

• Security and scalability. Creating secure endpoints for passwordless authentication was critical to safeguarding customer data, all while adhering to a tight timeline ahead of Black Friday.

By working closely with OwnID, developing custom modules, and conducting rigorous testing, scandiweb successfully addressed these challenges, delivering a secure and scalable solution tailored to the client’s needs.

Approach

Our partnership with OwnID proved that the right technology paired with the right expertise can make a lasting impact. Together, we delivered a seamless authentication experience for the client’s growing user base.

Arthur Januario Morais, scandiweb developer

Adapting the OwnID Elite SDK for the client’s PWA environment was the most complex challenge. To deliver a seamless, passwordless login and registration process across the client’s website and mobile apps, scandiweb worked closely with the OwnID team to develop custom compatibility modules. 

The project required custom configurations to ensure the OwnID solution was compatible with the client’s technology stack. scandiweb developed specialized modules to bridge compatibility gaps and tailored ScandiPWA-specific adjustments for seamless integration with Magento. This included modifying the GraphQL schema, optimizing routing, and preloading mechanismsall of which to ensure the passwordless functionality was fully operational within the client’s PWA environment.

By eliminating traditional passwords, the tailored solution reduced friction for users, enhanced accessibility, and strengthened security, all while maintaining the flexibility and scalability of the client’s PWA framework.

Looking ahead, scandiweb designed the authentication system to be future-proof and scalable. By supporting multi-environment setups, the team enabled smooth management across various deployment stages. Additionally, scalable features like passkeys were introduced, offering enhanced security measures while keeping the process user-friendly. These features prepared the client’s platform to adapt to evolving authentication technologies and maintain robust protection for customer data.

Results

The project significantly improved the client’s registration and login processes by implementing OwnID’s passwordless authentication. This solution eliminated the common frustrations of traditional passwords, making account access quicker, easier, and more secure. The streamlined approach reduced friction for users and enhanced overall customer satisfaction.

And it was evident in numbers the impact of these changes. The client saw a 380.8% increase in login events, demonstrating that more users were accessing their accounts with greater ease and confidence. Additionally, registration conversions rose by 137.8%, indicating that the streamlined process encouraged more new users to sign up and engage with the brand.

This shift to passwordless authentication positioned the client as a leader in user-friendly retail technology. By improving security and simplifying the login process, the client enhanced the customer experience and made user access more seamless. These improvements strengthened the client’s position in their market, encouraging higher customer engagement and fostering greater loyalty.

Friction is costing you customers. Turn login struggles into seamless success with passwordless solutions from scandiweb. Reach out today for a free consultation.

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