How A Global Sports Brand Turns 'Forgot Password' into Happy Customers

Online passwords are a nuisance. Everyone knows this. Managing them is a nightmare — for both users and businesses — which is a big reason why the world is moving toward passwordless experiences and passkeys.

The worst part about passwords might be the dreaded "forgot password" experience. As a user, it always seems like it takes about five too many steps to successfully reset your password. Many users just give up.

It doesn't have to be this way. That's why I wanted to share how one of our clients, a major sports brand, worked with us to redirect the reset password user flow — and use it to convert their customers to passwordless accounts. It worked beautifully.

The business cost of forgotten passwords

Digital experience leaders are acutely aware that friction is costly, especially as it relates to abandoned shopping carts. But we don't always think about the cost of friction involved in password resets.