What an "RP" Wants

John McCrea
John McCreaCOO at Media Spike
What an “RP” Wants
     Joseph Smarr, Plaxo
      February 10, 2009
Hi, I’m Plaxo
and I’m a Relying Party.
I’m in an “open relationship”
with all of you.
Frankly, it hasn’t been easy.
Sometimes it’s been confusing.
And you’ve never met all of
 my needs (for user data).
The result has not been good
for users
our business
or yours.
(scrape. scrape.)
But recently, I’ve been spending
       more time with...
Google
experimenting with a
   new technique
that leverages more of the
        Open Stack
What an "RP" Wants
Results of the Open Stack
   “Two-Click Signup”
       Experiment

       Joseph Smarr, Plaxo
        February 10, 2009
Goal of the Experiment

Prove that Open Stack onramping could
be strictly better for all parties

   • Better for the user
   • Better for the Provider
   • Better for the Relying Party
Hypotheses
•   A “Hybrid OpenID/OAuth” approach could create
    a better user experience, with fewer round trips
    and reduced latency

•   Signup flows for Gmail invitees could be further
    optimized, because Plaxo knows it’s a Google user,
    likely in a signed-in state

•   Getting consent to access the user’s address book
    up front would increase import rates, which would
    drive multiple downstream benefits
Approach
•   Implement a “two-click signup” flow completely
    optimized for Gmail invite case

•   Keep the technology hidden under the hood

•   Change as little of the post-sign-up flow as possible

•   Ship fast, monitor, iterate

•   Send 50% of English/U.S. Gmail invitees through the
    flow; other half are the “control”

•   Turn it off after 1,000 people go through (unless the
    results are rocking)
live demo
Results


(drum roll, please)
Results


but wait...
We’ve all been worried
about the round trip
from the RP to the OP
and back to the RP
a.k.a
“The Chasm of Death”
so...
of the folks we sent to Google
what percent do you think
       came back?
92%
That means only



  8%
8%
were lost to the chasm.
Of those that return



     8%
8%
said “no” to consent
8%
and go to regular registration.
Which means



92%
of those returning



 92%
92%
said “yes” to consent
92%
and have 2-click signup
92%
with automated import.
Synopsis
So we get:
  •   Higher conversion rate

  •   Higher import rate

  •   More connections per user

  •   No drop-off in return visits


In other words, our business guys won’t
let us turn it off!
Synopsis
We proved that Open Stack onramping
can be strictly better for all parties

  •   Better for the user: High success rate with no
      password anti-pattern

  •   Better for the Provider: Happy users and no
      scraping

  •   Better for the Relying Party: Higher conversion
      rate; greater connection density
How big could this be?
Today, 17% come from Gmail
                    Other than Gmail
                    Google

   17%




         83%
And 73% come from the Top 4!
                   Other than Top 4
                   Yahoo, Microsoft, Google, AOL



            27%




   73%
Yahoo, Microsoft, Google, AOL
                    Other than Top 4
                    Yahoo, Microsoft, Google, AOL



             27%




   73%
All OpenID Providers!
                Other than Top 4
                Yahoo, Microsoft, Google, AOL



         27%




73%
In other words...
                    Other than Top 4
                    Yahoo, Microsoft, Google, AOL



             27%




73%
this could be huge!
                Other than Top 4
                Yahoo, Microsoft, Google, AOL



         27%




73%
Let’s go!
1 of 55

Recommended

MySpaceID Usability Testing by
MySpaceID Usability TestingMySpaceID Usability Testing
MySpaceID Usability TestingMax Engel
3.5K views19 slides
OpenID Contexts by
OpenID ContextsOpenID Contexts
OpenID ContextsChris Messina
3.9K views17 slides
Open ID summit - Facebook by
Open ID summit - FacebookOpen ID summit - Facebook
Open ID summit - Facebookjoulee
5.6K views14 slides
My Journey to Go & Contributing to Open Source by
My Journey to Go &  Contributing to Open SourceMy Journey to Go &  Contributing to Open Source
My Journey to Go & Contributing to Open SourceAshley McNamara
42 views153 slides
Virtual Collaboration by
Virtual CollaborationVirtual Collaboration
Virtual Collaborationraanan
2.2K views41 slides
Refresh DC: Data-Driven Design Decisions by
Refresh DC: Data-Driven Design DecisionsRefresh DC: Data-Driven Design Decisions
Refresh DC: Data-Driven Design DecisionsNick Whitmoyer
652 views41 slides

More Related Content

Similar to What an "RP" Wants

How go makes us faster (May 2015) by
How go makes us faster (May 2015)How go makes us faster (May 2015)
How go makes us faster (May 2015)Wilfried Schobeiri
778 views45 slides
Building a Beer Recommender with Yhat (PAPIs.io - November 2014) by
Building a Beer Recommender with Yhat (PAPIs.io - November 2014)Building a Beer Recommender with Yhat (PAPIs.io - November 2014)
Building a Beer Recommender with Yhat (PAPIs.io - November 2014)Austin Ogilvie
7.1K views107 slides
Using Analytics to Influence Change by
Using Analytics to Influence ChangeUsing Analytics to Influence Change
Using Analytics to Influence ChangeChristopher Au
100 views25 slides
Craig Sullivan - Oh Boy! These A/B tests look like total bullshit! MKTFEST 2014 by
Craig Sullivan - Oh Boy! These A/B tests look like total bullshit! MKTFEST 2014Craig Sullivan - Oh Boy! These A/B tests look like total bullshit! MKTFEST 2014
Craig Sullivan - Oh Boy! These A/B tests look like total bullshit! MKTFEST 2014Marketing Festival
2.9K views46 slides
So You Want to Rewrite That... by
So You Want to Rewrite That...So You Want to Rewrite That...
So You Want to Rewrite That...Camille Fournier
1.3K views54 slides
Erase and Rewind - Open Web Camp 2015 by
Erase and Rewind - Open Web Camp 2015Erase and Rewind - Open Web Camp 2015
Erase and Rewind - Open Web Camp 2015Christian Heilmann
17.1K views56 slides

Similar to What an "RP" Wants(20)

Building a Beer Recommender with Yhat (PAPIs.io - November 2014) by Austin Ogilvie
Building a Beer Recommender with Yhat (PAPIs.io - November 2014)Building a Beer Recommender with Yhat (PAPIs.io - November 2014)
Building a Beer Recommender with Yhat (PAPIs.io - November 2014)
Austin Ogilvie7.1K views
Using Analytics to Influence Change by Christopher Au
Using Analytics to Influence ChangeUsing Analytics to Influence Change
Using Analytics to Influence Change
Christopher Au100 views
Craig Sullivan - Oh Boy! These A/B tests look like total bullshit! MKTFEST 2014 by Marketing Festival
Craig Sullivan - Oh Boy! These A/B tests look like total bullshit! MKTFEST 2014Craig Sullivan - Oh Boy! These A/B tests look like total bullshit! MKTFEST 2014
Craig Sullivan - Oh Boy! These A/B tests look like total bullshit! MKTFEST 2014
Marketing Festival2.9K views
APIdays Barcelona 2019 - Competing with an API giant, lessons learned with Ed... by apidays
APIdays Barcelona 2019 - Competing with an API giant, lessons learned with Ed...APIdays Barcelona 2019 - Competing with an API giant, lessons learned with Ed...
APIdays Barcelona 2019 - Competing with an API giant, lessons learned with Ed...
apidays53 views
Competing with an API giant, lessons learned: OpenCage vs. Google by Ed Freyfogle
Competing with an API giant, lessons learned: OpenCage vs. GoogleCompeting with an API giant, lessons learned: OpenCage vs. Google
Competing with an API giant, lessons learned: OpenCage vs. Google
Ed Freyfogle741 views
The Open Commerce Conference - Premature Optimisation: The Root of All Evil by Fabio Akita
The Open Commerce Conference - Premature Optimisation: The Root of All EvilThe Open Commerce Conference - Premature Optimisation: The Root of All Evil
The Open Commerce Conference - Premature Optimisation: The Root of All Evil
Fabio Akita1.1K views
Startup Metrics for Pirates: AARRR! (SXSW March 2008) by Dave McClure
Startup Metrics for Pirates: AARRR!  (SXSW March 2008)Startup Metrics for Pirates: AARRR!  (SXSW March 2008)
Startup Metrics for Pirates: AARRR! (SXSW March 2008)
Dave McClure15.8K views
Breaking the oracle tie by agiamas
Breaking the oracle tieBreaking the oracle tie
Breaking the oracle tie
agiamas1.5K views
Progressing JavaScript and Apps the Web way… by Christian Heilmann
 Progressing JavaScript and Apps the Web way…  Progressing JavaScript and Apps the Web way…
Progressing JavaScript and Apps the Web way…
Christian Heilmann1.6K views
Applied Data Science: Building a Beer Recommender | Data Science MD - Oct 2014 by Austin Ogilvie
Applied Data Science: Building a Beer Recommender | Data Science MD - Oct 2014Applied Data Science: Building a Beer Recommender | Data Science MD - Oct 2014
Applied Data Science: Building a Beer Recommender | Data Science MD - Oct 2014
Austin Ogilvie1.7K views
Understand Open Source ecosystems by Knowmades.com
Understand Open Source ecosystemsUnderstand Open Source ecosystems
Understand Open Source ecosystems
Knowmades.com5.9K views
Data driven mobile UX - UX insight 2017, uxinsight.nl by Jorden Lentze
Data driven mobile UX -  UX insight 2017, uxinsight.nlData driven mobile UX -  UX insight 2017, uxinsight.nl
Data driven mobile UX - UX insight 2017, uxinsight.nl
Jorden Lentze361 views
Chat Smarter At Penn State by John Meier
Chat Smarter At Penn StateChat Smarter At Penn State
Chat Smarter At Penn State
John Meier580 views
Enterprise Voice Mashups by Thomas Howe
Enterprise Voice MashupsEnterprise Voice Mashups
Enterprise Voice Mashups
Thomas Howe511 views
Toolkits and tips of the conversion pros v 1.6 by Craig Sullivan
Toolkits and tips of the conversion pros v 1.6Toolkits and tips of the conversion pros v 1.6
Toolkits and tips of the conversion pros v 1.6
Craig Sullivan4.7K views
using nodejs to count 30 billion requests per day by William Verbal
using nodejs to count 30 billion requests per dayusing nodejs to count 30 billion requests per day
using nodejs to count 30 billion requests per day
William Verbal77 views

Recently uploaded

Transitioning from VMware vCloud to Apache CloudStack: A Path to Profitabilit... by
Transitioning from VMware vCloud to Apache CloudStack: A Path to Profitabilit...Transitioning from VMware vCloud to Apache CloudStack: A Path to Profitabilit...
Transitioning from VMware vCloud to Apache CloudStack: A Path to Profitabilit...ShapeBlue
57 views25 slides
DRBD Deep Dive - Philipp Reisner - LINBIT by
DRBD Deep Dive - Philipp Reisner - LINBITDRBD Deep Dive - Philipp Reisner - LINBIT
DRBD Deep Dive - Philipp Reisner - LINBITShapeBlue
62 views21 slides
Digital Personal Data Protection (DPDP) Practical Approach For CISOs by
Digital Personal Data Protection (DPDP) Practical Approach For CISOsDigital Personal Data Protection (DPDP) Practical Approach For CISOs
Digital Personal Data Protection (DPDP) Practical Approach For CISOsPriyanka Aash
81 views59 slides
The Power of Heat Decarbonisation Plans in the Built Environment by
The Power of Heat Decarbonisation Plans in the Built EnvironmentThe Power of Heat Decarbonisation Plans in the Built Environment
The Power of Heat Decarbonisation Plans in the Built EnvironmentIES VE
57 views20 slides
Webinar : Desperately Seeking Transformation - Part 2: Insights from leading... by
Webinar : Desperately Seeking Transformation - Part 2:  Insights from leading...Webinar : Desperately Seeking Transformation - Part 2:  Insights from leading...
Webinar : Desperately Seeking Transformation - Part 2: Insights from leading...The Digital Insurer
31 views52 slides
Extending KVM Host HA for Non-NFS Storage - Alex Ivanov - StorPool by
Extending KVM Host HA for Non-NFS Storage -  Alex Ivanov - StorPoolExtending KVM Host HA for Non-NFS Storage -  Alex Ivanov - StorPool
Extending KVM Host HA for Non-NFS Storage - Alex Ivanov - StorPoolShapeBlue
40 views10 slides

Recently uploaded(20)

Transitioning from VMware vCloud to Apache CloudStack: A Path to Profitabilit... by ShapeBlue
Transitioning from VMware vCloud to Apache CloudStack: A Path to Profitabilit...Transitioning from VMware vCloud to Apache CloudStack: A Path to Profitabilit...
Transitioning from VMware vCloud to Apache CloudStack: A Path to Profitabilit...
ShapeBlue57 views
DRBD Deep Dive - Philipp Reisner - LINBIT by ShapeBlue
DRBD Deep Dive - Philipp Reisner - LINBITDRBD Deep Dive - Philipp Reisner - LINBIT
DRBD Deep Dive - Philipp Reisner - LINBIT
ShapeBlue62 views
Digital Personal Data Protection (DPDP) Practical Approach For CISOs by Priyanka Aash
Digital Personal Data Protection (DPDP) Practical Approach For CISOsDigital Personal Data Protection (DPDP) Practical Approach For CISOs
Digital Personal Data Protection (DPDP) Practical Approach For CISOs
Priyanka Aash81 views
The Power of Heat Decarbonisation Plans in the Built Environment by IES VE
The Power of Heat Decarbonisation Plans in the Built EnvironmentThe Power of Heat Decarbonisation Plans in the Built Environment
The Power of Heat Decarbonisation Plans in the Built Environment
IES VE57 views
Webinar : Desperately Seeking Transformation - Part 2: Insights from leading... by The Digital Insurer
Webinar : Desperately Seeking Transformation - Part 2:  Insights from leading...Webinar : Desperately Seeking Transformation - Part 2:  Insights from leading...
Webinar : Desperately Seeking Transformation - Part 2: Insights from leading...
Extending KVM Host HA for Non-NFS Storage - Alex Ivanov - StorPool by ShapeBlue
Extending KVM Host HA for Non-NFS Storage -  Alex Ivanov - StorPoolExtending KVM Host HA for Non-NFS Storage -  Alex Ivanov - StorPool
Extending KVM Host HA for Non-NFS Storage - Alex Ivanov - StorPool
ShapeBlue40 views
KVM Security Groups Under the Hood - Wido den Hollander - Your.Online by ShapeBlue
KVM Security Groups Under the Hood - Wido den Hollander - Your.OnlineKVM Security Groups Under the Hood - Wido den Hollander - Your.Online
KVM Security Groups Under the Hood - Wido den Hollander - Your.Online
ShapeBlue102 views
Backroll, News and Demo - Pierre Charton, Matthias Dhellin, Ousmane Diarra - ... by ShapeBlue
Backroll, News and Demo - Pierre Charton, Matthias Dhellin, Ousmane Diarra - ...Backroll, News and Demo - Pierre Charton, Matthias Dhellin, Ousmane Diarra - ...
Backroll, News and Demo - Pierre Charton, Matthias Dhellin, Ousmane Diarra - ...
ShapeBlue83 views
Future of AR - Facebook Presentation by Rob McCarty
Future of AR - Facebook PresentationFuture of AR - Facebook Presentation
Future of AR - Facebook Presentation
Rob McCarty46 views
Centralized Logging Feature in CloudStack using ELK and Grafana - Kiran Chava... by ShapeBlue
Centralized Logging Feature in CloudStack using ELK and Grafana - Kiran Chava...Centralized Logging Feature in CloudStack using ELK and Grafana - Kiran Chava...
Centralized Logging Feature in CloudStack using ELK and Grafana - Kiran Chava...
ShapeBlue48 views
How to Re-use Old Hardware with CloudStack. Saving Money and the Environment ... by ShapeBlue
How to Re-use Old Hardware with CloudStack. Saving Money and the Environment ...How to Re-use Old Hardware with CloudStack. Saving Money and the Environment ...
How to Re-use Old Hardware with CloudStack. Saving Money and the Environment ...
ShapeBlue65 views
State of the Union - Rohit Yadav - Apache CloudStack by ShapeBlue
State of the Union - Rohit Yadav - Apache CloudStackState of the Union - Rohit Yadav - Apache CloudStack
State of the Union - Rohit Yadav - Apache CloudStack
ShapeBlue145 views
Data Integrity for Banking and Financial Services by Precisely
Data Integrity for Banking and Financial ServicesData Integrity for Banking and Financial Services
Data Integrity for Banking and Financial Services
Precisely56 views
Elevating Privacy and Security in CloudStack - Boris Stoyanov - ShapeBlue by ShapeBlue
Elevating Privacy and Security in CloudStack - Boris Stoyanov - ShapeBlueElevating Privacy and Security in CloudStack - Boris Stoyanov - ShapeBlue
Elevating Privacy and Security in CloudStack - Boris Stoyanov - ShapeBlue
ShapeBlue96 views
Developments to CloudStack’s SDN ecosystem: Integration with VMWare NSX 4 - P... by ShapeBlue
Developments to CloudStack’s SDN ecosystem: Integration with VMWare NSX 4 - P...Developments to CloudStack’s SDN ecosystem: Integration with VMWare NSX 4 - P...
Developments to CloudStack’s SDN ecosystem: Integration with VMWare NSX 4 - P...
ShapeBlue82 views
CloudStack Object Storage - An Introduction - Vladimir Petrov - ShapeBlue by ShapeBlue
CloudStack Object Storage - An Introduction - Vladimir Petrov - ShapeBlueCloudStack Object Storage - An Introduction - Vladimir Petrov - ShapeBlue
CloudStack Object Storage - An Introduction - Vladimir Petrov - ShapeBlue
ShapeBlue46 views

What an "RP" Wants