I just tried signing up for a new MarTech tool. 

It asked me to enter an email address, username, and password. 

An exasperating 30 seconds later, I called a time-out!

Firstly, why do we need to create usernames? 

Why can’t we log in with an email address that we use daily and remember easily instead of a username that might not be available? What’s worse, when we do create a username, we often forget it and end up resetting the password.

Secondly, speaking of the password, aren’t we better off with a standard framework? Otherwise, everyone will continue to have their own rules – some can use # and $ while others can’t do special characters. 

Password generating tools like LastPass help, but can’t the process be simpler?

Considering that first impressions are lasting, shouldn’t we be careful about setting up a good sign-up process?

Which is the most seamless login experience you’ve had?