From the birth of smart phones to the present, both the hardware and software have been greatly improved, and users’ aesthetic appreciation and fastidious strength have also been continuously improved. If it doesn’t work out in one application or the design doesn’t suit the user, he may uninstall the application and download another. As a result, product managers are constantly ploughing deep on the way of verticalization, and turning complexity into simplicity is thus an important step in deep verticalization.

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But in practice, the more common question is no longer “should we subtract”, but “how to subtract”, “how to add effectively on the basis of subtraction”. How to subtract, how to add, how to manage this degree is often the most difficult. At this time, you should change your role and become a user. Think about the reasons that can most easily bring you trouble and frustration in the actual App use, and even cause you to delete the App.

Here’s a very common but often overlooked point — App login. According to incomplete statistics, more than 75% of applications will use SMS verification login, it can be said that SMS verification code has been widely used in Internet products. But in fact, you as a user to click on the “get verification code”, will be subconsciously a tight mind — if not to do, I have to wait for dozens of seconds to get again, what to do… This anxiety is triggered when users see the five characters of “SMS verification code”, and when they fail to obtain it, it further stimulates frustration.

1. What subtraction should be done for App login?

Now the most frequently used SMS verification code, although more mature technology, the normal success rate can reach more than 95%. But the problem is obvious:

  • Some mobile phone numbers have the function of blocking the SMS verification code. As a result, the SMS verification code cannot be received by users in a timely manner, which affects the product registration and conversion.

  • The cost of SMS verification is high, the price fluctuates depending on the operator and agent, and unfortunately the price is now rising collectively;

  • When mobile phone SMS verification is applied to the login design of products, due to the capability characteristics, it is generally necessary to design the account secret login authentication function at the same time, and the design cost is relatively high.

  • Mobile phone SMS authentication is easy to be attacked by Trojan virus or stolen by technology, causing unexpected losses to users. At present, a professional industrial chain has been formed based on SMS authentication to steal profits.

So this is a problem that’s worth subtracting. You may have noticed that more and more apps (such as Douyin and Guazi used Car) have started to use one-click login, also known as carrier no-secret login.

What is one-click login?

One-click login is authenticated directly by accurately identifying the user’s mobile phone number in the process of login through the carrier’s unique communication gateway number retrieval technology. Users can register and log in by entering their mobile phone number to access information and services within the app, which takes less than three seconds. If you compare it to SMS captcha, it is much more powerful in terms of convenience. In addition, the price of free login access is relatively low. At present, the price of operators as a third party login is generally 10% discount of the price of MOBILE phone SMS verification code, and it is free when they are the primary login.

2. What addition should be done for App login?

One key login relative to SMS verification code, is a subtraction, but in fact, it can also do an addition with other “identity”, so that the verification of the joint more complete, more secure.

For example, MobTech launched a one-click login SDK [Second Test] for traffic fraud and wool pulling in the black and gray industry. Through the user behavior model + comprehensive data analysis and identification, the use of the tag set grey, white list, from the mobile phone registration verification source, can prevent batch machine registration and brush the amount of behavior, large probability to identify the registered mobile phone number is a machine or normal users, to help prevent the wool party/fake powder invasion platform.

So the one-click login with addition is not only to improve user operation, but also to help the App control costs, reduce the probability of wool being pulled, and greatly improve the dual security of users and App. In the future 5G popularization environment, better use of “one-key no-secret login” to achieve whole-process encryption, no plaintext information, to avoid the phenomenon of SMS interception by sniffing technology and information leakage.

Let the product be simple, let the layers be rich. In the need to do subtraction when not “lenient”, learn to give up pain, should be done in addition when some firm. Put aside their own professional knowledge and experience, standing on the user’s position to discover problems, it is best to turn itself into the sort of don’t know the Internet is also very impatient of users, and then to find problems, think about what people need, will use what, perhaps do addition and subtraction of the products will be in the fierce competition in the Internet age live longer.