When you have a customer experience (CX) team involved in the development of your web and mobile apps, you're often expected to provide a very specific experience that's consistent with your brand. Even if you don’t have a dedicated CX team, your ability to provide a consistent and seamless customer experience is critical to your business.
But obstacles stand in the way of delivering the authentication experience that's often expected, even required, in today's mobile-first world. Even modern identity protocols like OAuth present limitations. For example, OAuth often requires directing customers away from your application to authenticate and then back again. This is particularly noticeable with mobile apps, where the user experience can be impaired by variable network conditions and disparate styling between the app and the identity provider.
There isn’t always a clear-cut solution to this dilemma. Often it comes down to striking the right balance between cost and CX to meet your organizational requirements. For example, if cost is your primary driver, using out-of-the-box UIs may be good enough. They could realistically deliver 70-80% of the desired experience for 20% of the investment. This may suffice for your needs.
For many organizations, though, CX has become a competitive differentiator. When your customers’ experience is paramount, nothing less than 100% of the expected digital experience will do.