Goal

Increase biometric login in an effort to make authenticating more effortless for users, increasing their security and ease of logging in. This enables growth and cost savings for the business.

First, some context...

Because most of T-Mobile users were logging in on their mobile devices, T-Mobile wanted to increase biometric login. While biometric login was already expected to rise in the coming years, we wanted to accellerate its adoption in our app.

• 41% of smartphone owners use biometric login (up for 27% in 2019)
• Estimated to grow up to 66% by 2024
• Approximately 40% of T-Mobile customers successfully authenticate with biometrics.
• By 2024, 66% of smartphone owners will use biometrics for authentication.
• Overall, fingerprint is primary, with face and voice recognization increasing in use. Voice is up 20% from 2019. Face is up 30%.
• Phone brands play major role is dictating bio authentication methods.

Perceptions around biometrics: go for the low-hanging fruit

Biometric user perception and usage study (n=515). We found:

• Those who haven't yet enrolled in bio are much larger hurdle to climb. It will take longer for the market and mindsets to shift.
• Many people have bio enabled on their phone, but haven't enabled it on the T-Mobile app.
• Opportunity: if biometrics are enabled on the device, make it easy and intuitive to enable with T-Mobile.

Usability study with prototypes

We ran a moderated usability study on (n=8) which included 3 paths, along with the current experience used as a control for the study:

1. Current experience/control
2. Click ‘Log in with Face ID’
3. Type in password then click ‘Log in with Face ID’
4. Type in password then click ‘Log In’