Great example of what happens when a product team are all DAUs and thus constantly signed into their app - they never experience login issues. Forgot password too. And dupe account issues

At one point Uber had millions of failed logins/month - this kills retention! https://twitter.com/blader/status/1301789496602574848

If lapsed users can’t log back in easily, what happens next? They stay permanently churned. And yet very few teams work on this.

The key is to treat these flows as you would a signup funnel. Once you’re big, getting lapsed users should be taken seriously and optimized!

Imho these scenarios are some of the best reasons to have a growth team. The parts of a product your team uses will automatically get better but the edges of the product - high leverage ones like login - are routinely ignored.

Growth teams can use data to identify and solve

How many failed login attempts and forgot password sessions does your product have?

First reply that knows this data off hand gets a