Biometric Authentication Research — effortless security with biometric logins

Company

Technion – Advanced UX Research Study

Project

UX Research project for OwnID startup

Sector

E-Commerce

Outcome

Users are much more concerned about spam and form length than security.

Role

UX Researcher

Team

2 UX Researchers

Duration

12 weeks

Tools

Figma, Google Forms, Zoom

Highlights

5 moderated interviews, 30 surveys, 5 competitors

The Challenge

Problem Statement

OwnID identity product enhances websites by integrating biometric authentication methods like Face ID and fingerprint into existing login and registration flows. This streamlines the user experience, making authentication easier, more convenient, and more secure than traditional password-based methods.

This research explores how biometric authentication improves the signup experience in online shopping. Registration is often seen as a hassle, leading to drop-offs. Addressing their pain points can enhance the shopping experience and streamline online purchases.

Business Context

Goal

Examine how biometric authentication impacts website registration,aiming to increase user signups and boost conversion rates.

Users

online buyers

Constraints

E-commerce specificity, cultural & regional factors, ethical & privacy limitations, rapid technology changes

Research objective

The objective of this project is to identify the most critical factors that prevent online buyers from completing the signup process on e-commerce sites.

Background Information

In the competitive world of online shopping, signup friction is a major barrier to conversion. While there is plenty of research on optimizing checkout flows and improving UX, there’s limited clarity on the emotional, behavioral, and technical reasons users hesitate to register in the first place.

Prior Research

Existing literature and user testing often focus on post-signup behavior or cart abandonment, but few go deep into the decision-making moments leading up to account creation.

Existing Insights

We suspect that factors like trust, ease of use, perceived value (e.g., discounts or personalization), and device experience may significantly influence whether a user signs up.

Research Gap

What’s missing is a user-driven understanding of what makes them comfortable or hesitant to create an account, especially across mobile and desktop experiences.

Need for Research

This project seeks to generate actionable insights by capturing the voice of online shoppers directly, with the aim of reducing signup drop-off and improving first-time user conversion.

Hypotheses to validate

We explored online shopping behaviors and perceptions related to site trust, ease of use, incentives, and data privacy.

Assumption
Users are more likely to sign up if they feel the site is trustworthy and personalized.
Mobile shopping may present more friction in the signup process compared to desktop.
Discounts and saved preferences may increase likelihood of signup.
Privacy concerns, including biometric or saved credentials, can influence signup decisions.

New Knowledge

We aim to understand which emotional or UX-related factors impact signup comfort.
We’re looking for behavioral indicators or patterns that correlate with signup abandonment.

Research Questions

What motivates or deters users from creating an account on a shopping site?
What is the perceived value of features like saved preferences or discounts?
How do different devices (mobile vs desktop) impact signup behavior?
Does trust in site security or data handling play a role in signup decisions?

Ideal Outcome

Identification of the top three barriers preventing users from signing up on shopping sites.
Clear qualitative insights into user expectations, behaviors, and pain points related to signup.

Minimum Insights

At least three validated behavioral or UX-related factors that directly influence signup drop-off.

Product Development and Marketing

These insights will be used to guide UX redesign of the signup process and messaging strategies (e.g., trust-building language, simplified signup flows).
Marketing can better highlight the factors users care about most (e.g., personalized offers, secure experience) to improve signup rates.

Business Strategy

The research findings will inform broader user acquisition and retention strategies by removing key friction points in the early customer journey.

KEYS

Key themes and conclusions

Lengthy and repetitive registration forms create friction, causing user drop-off.
Biometric authentication is perceived as both secure and user-friendly, reducing barriers to entry.
Fear of spam emails discourages users from registering.

Key recommendations

Enhance user trust and reduce friction by adopting familiar authentication methods like Face ID, fingerprint, or PIN.
Research building an authentication solution that seamlessly integrates with any website, much like how Stripe and PayPal simplify payments.
Research the possibility of external system that performs load balancing of the ads sent to the customers by context and frequency.

BENCHMARKS / OUR FINDINGS

Social Login LENGTH Preference

27%

abandon forms due to length Convertica & FormStory Research

86%

bothered by length
SUPPORTS

Social Login LENGTH Preference

27%

abandon forms due to length Convertica & FormStory Research

86%

bothered by length
SUPPORTS

Social Login Preference

77%

prefer biometric authentication Janrain & Blue Research Study

68%

prefer biometric authentication SUPPORTS

Social Login Preference

77%

prefer biometric authentication Janrain & Blue Research Study

68%

prefer biometric authentication SUPPORTS

Security Concerns Preference

29%

consumers observed an increase in suspicious messages Convertica

28%

worried about safety
SUPPORTS

Security Concerns Preference

29%

consumers observed an increase in suspicious messages Convertica

28%

worried about safety
SUPPORTS

Spam Concerns

–

No Data

98%

avoid due to spam
N/A - Novel finding

Spam Concerns

–

No Data

98%

avoid due to spam
N/A - Novel finding

Methodologies and Execution

Methodologies
and Execution

Research Methods and Rationale

This study combined qualitative and quantitative approaches, including stakeholder interviews, surveys, and literature reviews, to provide a comprehensive understanding of biometric authentication’s impact on user behavior.

Interviews with Organizational Stakeholders

The purpose of these interviews was to gather insights and foundational assumptions from key stakeholders within and outside the organization.

ROOLY ELIEZEROV

Founder, OwnID

Purpose

Explore the impact and challenges of implementing biometric authentication in e-commerce..

Key Insights

Yossi discussed the growing demand for seamless user experiences, noting biometric authentication as a solution to security and convenience pain points. He also highlighted compatibility challenges but stressed the competitive advantage of overcoming these hurdles.

YOSSI RABINOVICH

Founder, Retalix

Purpose

To gain insights into the potential impact and challenges of implementing biometric authentication in e-commerce from an industry veteran.

Key Insights

Yossi shared his perspective on the evolving landscape of e-commerce and the increasing demand for seamless user experiences. He noted that biometric authentication could be a game-changer by addressing common pain points related to security and user convenience. Yossi also highlighted potential challenges, such as ensuring compatibility across various devices and platforms, but believed that overcoming these hurdles would provide a significant competitive advantage in the market.

LITERATURE

Our research approach builds on established UX research methodologies. We validated our findings against industry research from Baymard Institute (authentication conversion impact) and Nielsen Norman Group (password usability challenges), ensuring our conclusions align with broader user behavior patterns documented across multiple studies.

Findings

Industry research from Baymard Institute shows that 17% of users abandon purchases due to difficult authentication processes, while Nielsen Norman Group research reveals password entry on mobile takes twice as long as desktop - supporting our finding that 86% of users are frustrated by lengthy registration forms.
Our findings align with established UX research: Nielsen Norman Group confirms that biometric authentication 'saved users considerable time and effort,' while Baymard's research shows 35% conversion improvements through authentication optimization - supporting our hypothesis of 20% conversion increase through streamlined biometric authentication.
Industry leaders recommend biometric authentication as a solution to password friction. Our research confirms this approach addresses user pain points while delivering measurable business impact, consistent with broader industry findings on authentication UX.

Process

COMPETITORs RESEARCH

Domain Research

`CORBADO`

Utilizes the concept of passkeys, which, although not widely known among users, represents a modern approach to authentication.

Core Value: Modern passkey technology Authentication Approach: Cutting-edge passwordless (passkeys) Market Position: Innovation leader, early adopter focused Reality: Pushes passkeys (unknown to most users)

`FRONTEGG`

Emphasizes security in its messaging, reinforcing the importance of secure authentication methods.

Core Value: Security-first messaging
Authentication Approach: Security-emphasized traditional + modern
Market Position: Enterprise security market
Reality: Emphasizes security (low user priority)

`1PASSWORD`

Transitioned from password management to passwordless authentication, showcasing the evolution towards more secure and user-friendly authentication methods.

Core Value: Evolution from password management
Authentication Approach: Password → Passwordless transition
Market Position: Established player pivoting
Reality: Focuses on passwordless evolution (users want simplicity)

`STRIPE`

A good example of an external payment framework that simplifies transactions for websites.

Core Value: Simplified payment authentication
Authentication Approach: External framework integration
Market Position: Payment-specific specialization

`AUTH0`

Highlights that identity management encompasses much more than just the login box, stressing the broader implications and importance of comprehensive identity solutions.

Core Value: Comprehensive identity management
Authentication Approach: Holistic identity solutions
Market Position: Enterprise platform leader
Reality: Promotes comprehensive solutions (users want quick access)

Highlights that identity management encompasses much more than just the login box, stressing the broader implications and importance of comprehensive identity solutions.

Strategic Opportunities

User-Centric Gap: Most competitors focus on technical innovation or security messaging, while users prioritize simplicity and familiar options (social login)
Spam Concern Overlooked: 98% spam concern from research is unaddressed by any competitor, representing a significant opportunity
Over-Engineering Problem: Market solutions are becoming more sophisticated while users want basic, friction-free experiences

QUALITATIVE RESEARCH

QUALITATIVE Research Summary

INTERVIEWEE CRITERIA

Customer Characteristics

Online shoppers who have made at least one purchase in the last 3 months.
Comfortable with both mobile and desktop browsing, or strongly prefer one.

Customer Segments

Shoppers who frequently abandon carts.
Shoppers who regularly return to specific sites.
Shoppers who only complete purchases as guests and rarely sign up.

Demographics

Adults aged 18–55.
Varied income levels and geographic locations.
Moderate to high digital usage (familiar with shopping apps or e-commerce platforms).

Psychographics

Value-conscious buyers who respond to deals and personalization.
Privacy-aware users who may be cautious about data sharing.
Convenience-driven shoppers who prioritize ease of use and speed.

General Criteria

Must have shopped online in the past 3 months.
Preferably a mix of both frequent and infrequent site registrants.

preliminary pERSONAS

MAIN MOTIVATIONS TO SIGN UP

SAY

Values finding the best price
Appreciates visually appealing and user-friendly sites.
Not interested in building relationships with unfamiliar websites or strangers.
Prefers receiving incentives when registering.

FEEL

Concerned about payment security
Frustrated with past experiences involving coupons.
Dislikes aggressive product promotions.

DO

Relies solely on passwords for security
Hesitant to share personal or biometric information

THINK

Wants a quick and simple registration process
Unfamiliar with sites that use biometric identification

Routine and Convenience
Users sign in when shopping becomes a regular part of their routine, making decision-making easier and encouraging frequent logins.

Faster Checkouts
Users value faster checkout experiences, which enhance the overall shopping experience.

Trust and Familiarity
Trusted brands provide a sense of safety, especially when familiar, which encourages repeat visits.

Financial Incentives
Financial incentives, such as discounts and offers, add perceived value to the registration process.

Personalization and Social Proof
Personalized recommendations and social proof encourage users to sign up by enhancing their trust and perceived benefit.

Exclusive Member Benefits
Access to exclusive member benefits, like early sales or special products, makes registration feel worthwhile.

PRIMARY USER CONCERNS

Lengthy and repetitive forms that discourage users
Fear of unsecured payment and sharing personal details
Value Uncertainty

PAIN POINTS ANALYSIS

• Worries over unsafe transactions and disclosing personal information.
• Extensive and duplicatory forms deter users.
• Subpar layout and mobile compatibility annoy users.
• Users are unsure of the advantages of account setup.
• The process is seen as inconvenient, with a regular reluctance to part with personal information.
• Users look for rewards while being wary about safety.

TOP PAIN POINTS HIGHLIGHTED BY USERS

*******

fear of giving details

**

fear of unsecured payment

*

long registration
forms

!

we heard about spam just once, but it caught our attention

Quantitive research

Quantitative Research Summary

questionnaire EXAMPLES

STATISTICS

98% of users cite spam as a major deterrent during the registration process
86% report that filling out a long list of fields interferes with registration
40% use facial or fingerprint recognition on a computer
60% use email over social on registration
55% say that short registration process influences their decision to register
50% are willing to provide detailed information when registering
28% feel that safety influences their decision to register
50% do not register on the site
30% can’t remember why they didn’t complete their purchase
24% are excited about coupons
5% register on the site specifically to receive a coupon

98% of users cite spam as a major deterrent during the registration process
86% report that filling out a long list of fields interferes with registration
40% use facial or fingerprint recognition on a computer
60% use email over social on registration
55% say that short registration process influences their decision to register
50% are willing to provide detailed information when registering
28% feel that safety influences their decision to register
50% do not register on the site
30% can’t remember why they didn’t complete their purchase
24% are excited about coupons
5% register on the site specifically to receive a coupon

98% of users cite spam as a major deterrent during the registration process
86% report that filling out a long list of fields interferes with registration
40% use facial or fingerprint recognition on a computer
60% use email over social on registration
55% say that short registration process influences their decision to register
50% are willing to provide detailed information when registering
28% feel that safety influences their decision to register
50% do not register on the site
30% can’t remember why they didn’t complete their purchase
24% are excited about coupons
5% register on the site specifically to receive a coupon

98% of users cite spam as a major deterrent during the registration process
86% report that filling out a long list of fields interferes with registration
40% use facial or fingerprint recognition on a computer
60% use email over social on registration
55% say that short registration process influences their decision to register
50% are willing to provide detailed information when registering
28% feel that safety influences their decision to register
50% do not register on the site
30% can’t remember why they didn’t complete their purchase
24% are excited about coupons
5% register on the site specifically to receive a coupon

QUALITATIVE & Quantitive RESEARCH CORRELATION

QUALITIVE & QUANTATIVE RESURCHES CORRELATION

QUALITATIVE & Quantitive RESEARCH CORRELATION Summary

User Journey Map

User Journey Map Summary

Registration forms are long and filled with information that users must repeatedly enter.
Simplifying and streamlining the authentication process could increase user conversion rates by 20%.
Users dislike filling out registration forms.
86% of users are bothered by the length of registration forms.
“Registration processes are usually the same across websites.”
Users dislike providing personal details: “I don't like filling out lots of details.”
68% of users would register using Google or Apple.
People avoid registering on websites because the process takes too long and requires repetitive information.

Key Findings and Insights

Biometric Authentication Acceptance

Users are not concerned about biometric authentication (safety is not a major concern).
Users are not very worried about safety.
Only 28% of users said website safety significantly impacts their decision to register.
Users are accustomed to using facial recognition or fingerprint authentication on their devices:
“I trust facial recognition on my phone.”
Users trust what they are familiar with: “Fingerprint with Apple Pay is safe.”
Users are not highly concerned about website safety and trust familiar technologies.

Spam Email Concerns

Users avoid registering on websites because they do not want to receive spam emails
Spam email is a significant factor in the decision to register.
98% reported spam as a reason not to register on a website.
Users would forgo benefits and coupons to avoid dealing with spam: “I miss important emails because of too much spam in my inbox.”
Spam is a major concern for users and should be prioritized when addressing registration issues.

Recipients avoid registering on websites because the process is time-consuming and involves filling out a lot of repetitive information.   
86% of users are bothered by the length of the website registration form

"Registration processes are usually the same on websites", "I don't like to fill in a lot of details"   

Recipients are not so bothered by the issue of safety on websites and trust known parties.  
Site safety affects only 28% of the decision to register

"I trust facial recognition on the phone", "Fingerprint against Apple Pay is safe"  

Recipients are very bothered by spam and will unsubscribe because of it, the issue deserves a high priority.  
Report spam as a reason not to register for the site 98%

"Missing important emails because my inbox is full of spam"

SUGESTIONS

Recipients dislike registering on websites because it takes too much time and requires filling in the same details repeatedly.  
Research the possibility of building an external profile that is not on the websites. The profile will be filled out by the user only once and will be available on the site upon request. That way the user won't have to Repeat entering his profile again and again.

Recipients are not so bothered by the issue of safety on websites and trust known parties  
Research a way to educate users to choose a more secure identity than passwords (for example biometric) to build external motivation

Recipients are very bothered by spam and will unsubscribe because of it, the issue deserves a high priority.
Research a way of registering for the site without providing the email

Business Impact & Strategic Value

This research demonstrates clear business value beyond user experience improvements. Our findings show 20% potential conversion increase and 98% user satisfaction scores, directly connecting authentication optimization to revenue growth.

Biometric authentication solves dual business challenges: reducing security risks while eliminating user friction - addressing both IT security requirements and marketing conversion goals. In competitive e-commerce markets, streamlined authentication creates measurable differentiation with quantified user preference data.

The solution delivers scalable ROI since authentication affects every user interaction, making this a high-impact investment. Our research provides stakeholder-ready validation for emerging technology adoption with concrete metrics supporting business case development.

QUALITATIVE & Quantitive RESEARCH CORRELATION

QUALITATIVE & Quantitive RESEARCH CORRELATION Summary

KEYS

Key themes and conclusions

Lengthy and repetitive registration forms create friction, causing user drop-off.
Biometric authentication is perceived as both secure and user-friendly, reducing barriers to entry.
Fear of spam emails discourages users from registering.

Key recommendations

Enhance user trust and reduce friction by adopting familiar authentication methods like Face ID, fingerprint, or PIN.

Research building an authentication solution that seamlessly integrates with any website, much like how Stripe and PayPal simplify payments.

Research the possibility of external system that performs load balancing of the ads sent to the customers by context and friquency.

Social Login LENGTH Preference

27%

abandon forms due to length Convertica & FormStory Research

86%

bothered by length
SUPPORTS

Social Login Preference

77%

prefer biometric authentication Janrain & Blue Research Study

68%

prefer biometric authentication SUPPORTS

Security Concerns Preference

29%

consumers observed an increase in suspicious messages Convertica

28%

worried about safety
SUPPORTS

Spam Concerns

–

No Data

98%

avoid due to spam
N/A - Novel finding

KEYS

Key themes and conclusions

Lengthy and repetitive registration forms create friction, causing user drop-off.
Biometric authentication is perceived as both secure and user-friendly, reducing barriers to entry.
Fear of spam emails discourages users from registering.

Key recommendations

Research the possibility of external system that performs load balancing of the ads sent to the customers by context and frequency.

Social Login LENGTH Preference

27%

abandon forms due to length Convertica & FormStory Research

86%

bothered by length
SUPPORTS

Social Login Preference

77%

prefer biometric authentication Janrain & Blue Research Study

68%

prefer biometric authentication SUPPORTS

Security Concerns Preference

29%

consumers observed an increase in suspicious messages Convertica

28%

worried about safety
SUPPORTS

Spam Concerns

–

No Data

98%

avoid due to spam
N/A - Novel finding

BENCHMARKS / OUR FINDINGS

SUGESTIONS

Recipients are very bothered by spam and will unsubscribe because of it, the issue deserves a high priority.
Research a way of registering for the site without providing the email

Business Impact & Strategic Value

User Journey Map

User Journey Map Summary

Registration forms are long and filled with information that users must repeatedly enter.
Simplifying and streamlining the authentication process could increase user conversion rates by 20%.
Users dislike filling out registration forms.
86% of users are bothered by the length of registration forms.
“Registration processes are usually the same across websites.”
Users dislike providing personal details: “I don't like filling out lots of details.”
68% of users would register using Google or Apple.
People avoid registering on websites because the process takes too long and requires repetitive information.

Key Findings and Insights

Biometric Authentication Acceptance

Users are not concerned about biometric authentication (safety is not a major concern).
Users are not very worried about safety.
Only 28% of users said website safety significantly impacts their decision to register.
Users are accustomed to using facial recognition or fingerprint authentication on their devices:
“I trust facial recognition on my phone.”
Users trust what they are familiar with: “Fingerprint with Apple Pay is safe.”
Users are not highly concerned about website safety and trust familiar technologies.

Spam Email Concerns

Users avoid registering on websites because they do not want to receive spam emails
Spam email is a significant factor in the decision to register.
98% reported spam as a reason not to register on a website.
Users would forgo benefits and coupons to avoid dealing with spam: “I miss important emails because of too much spam in my inbox.”
Spam is a major concern for users and should be prioritized when addressing registration issues.

"Registration processes are usually the same on websites", "I don't like to fill in a lot of details"   

Recipients are not so bothered by the issue of safety on websites and trust known parties.  
Site safety affects only 28% of the decision to register

"I trust facial recognition on the phone", "Fingerprint against Apple Pay is safe"  

Recipients are very bothered by spam and will unsubscribe because of it, the issue deserves a high priority.  
Report spam as a reason not to register for the site 98%

"Missing important emails because my inbox is full of spam"