Seamless log-in experience aids digital media engagement

By Padraic Woods

Verdens Gang

Oslo, Norway


To deliver a truly personalised experience across multiple devices, Verdens Gang requires our users to log-in. To get our users to log-in, we need to create a seamless log-in experience. Users often forget their username or password, or do not understand they can use the same log-in credentials among the different products or services we offer.

Password management services make it easy for users to keep track of their login credentials and use them across multiple platforms.

Simplifying the log-in experience is better for users.
Simplifying the log-in experience is better for users.

Apple and Google have created services to manage user credentials. Apples initiative is called shared Web credentials and Google’s is smart lock for passwords. If you update your apps and Web site to support both shared Web credentials and smart lock for passwords, you can simplify the login experience for those users who have chosen to save their credentials with Apple and Google.

The biggest benefit is in sharing log-in credentials between your Web site and your apps.

Shared Web credentials

Shared Web credentials makes it easy for native iOS apps and their corresponding Web sites to share the same log-in credentials. For example, when a user who has logged into your Web site in Safari opens your app, she can be prompted to use the same credentials previously used in Safari to login.

Any changes the user makes to her account either in the app or Web site will update the iCloud keychain so the changes are made available in both the app and Web site.

There is also an added advantage for Web sites that share the same authentication domain with other products and services. For example, two different brands owned by the same company that share the same authentication domain can give the user the option of logging in with the log-in credentials the user has used on the other brand’s app or Web site. 

Smart lock for passwords

Google’s smart lock for passwords works like shared Web credentials, allowing for easy credential sharing between apps and Web sites on Android devices and Chromebooks.

If your app and Web site have been “associated” with each other, users will seamlessly be able to use the same credentials between Web site and app without having to enter their details again.

In addition to creating the required updates to your Web site and app, you will need to submit the smart lock for passwords affiliation form to verify your app/Web site association.

Both Google and Apple are providing seamless log-in tools.
Both Google and Apple are providing seamless log-in tools.

Another popular password management service that may be worth supporting in your app is 1Password. You can see how easy the login process is for users of 1password in this video.

With relatively little work, you can make it a lot easier for your users to log-in to your Web site and apps, removing the hassle of remembering and typing in credentials that are already stored within credential management services.

About Padraic Woods

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