Screenshot of the Atlassian login page

UX Bites: Single Sign-On (SSO)

What it is, why it matters, and why you should care as a designer.

What is SSO?

Single Sign-On (SSO) is a method by which a user can sign into multiple digital products and services using a single account with a large-scale provider.

Blog | What is SSO (Single Sign-On)?

These include companies like:

• Google
• Meta
• Apple
• Microsoft, and
• Amazon

To name just a few.

Why does it matter?

SSO is dramatically changing the way that users interact and engage with products and services.

SSO makes it easy for users to access your product or service by allowing them to sign in using their provider account.

→ Products and services that offer SSO by allowing users to sign up with a provider account have seen dramatic increases in overall engagement and retention.

Why should you care?