@danp And who does it work for Dan? Who enjoys clicking a button, relying on your authenticating server, waiting for an email to arrive (potentially having to log-into an email account) and clicking a link? All to protect information that very few people believe is sensitive enough to warrant these additional steps. And if security is really paramount, why do email authentication? (where the email client likely resides on the device on which the bulb account is being accessed, with no additional authentication). It’s a question of a sign-in process taking seconds vs. many more seconds or potentially minutes. It makes me not want to interact with your product and I know many people feel the same. You’ve got the end-user convenience vs. security rationale completely wrong and I’d invite anybody who disagrees to state it here.
The Community represents your most active and invested evangelists and I haven’t seen a single person defending the change. Bang go your referrals and down go your satisfaction levels! There are other threads where the changes are also being vilified so I don’t appreciate or agree with the argument that there is some kind of silent majority. They don’t exist, or are too detached from the community to complain.
The compromise? Maybe you should have offered a choice in an A/B study and seen how many people chose the “Magic Link” vs. having a password/letting a password manager handle their authentication (your link is an insult to magic if ever I saw one). Or…maybe you could offer choice indefinitely and let data owners decide themselves? Maybe don’t force a change on people that wasn’t asked for or needed and expect people to just put-up and shut-up? Another compromise would be to bite the bullet and accept you should have an app. Rely on people’s smartphone or other Endpoint device authentication, employ fingerprint or other biometric authentication (stuff that takes seconds, not potentially minutes).
It might not kill your growth potential on its own, but its indicative of an arrogance that will see your Customer Satisfaction ratings drop like a stone. You wouldn’t catch any of the challenger banks (Starling/Monzo etc.) just blatantly ignoring Community feedback and forging ahead with ridiculous changes. You’re clearly gunning for the same aesthetic/user, but your market vision, product road-mapping/testing and Power-user/evangelist engagement needs a clip round the earhole.