Pay a bill. Chat with friends. Order food. Browse clothes. Plan a trip. Laugh at cat videos. In the digital world, much of what we do, where we turn for information, and even how we decompress happens on the other side of a login box. From initial signup to every login, Customer Identity is the digital touchpoint customers repeatedly encounter as they return to a business’ online properties. It’s a business’ first impression and, potentially, its competitive differentiation. A lot hinges on the Customer Identity experience, so it’s important for companies to get it right. However, those touchpoints and experiences don’t always meet customer expectations. Across industries, customers face several obstacles: too much friction, too little security, and too much time wasted. Some login experiences seem designed to test patience rather than build brand affinity. Here are real-life examples from Okta employees and recent Oktane attendees of times their user.