Pivot into passwordless login
Repositioning Fortmatic as Magic to serve both web3 and web2 companies with easy authentication.
Overview
We were running low on funding and realized we timed the market too early. Crypto was still in a bear market. We realized that the core value users got from Fortmatic was our easy-to-setup authentication.
So we pivoted our positioning and how we marketed ourselves: we were still serving web3 companies, but also were able to sell to web2 companies.
I proposed a new name to go along with our pivot: "Magic" because of magic links. (And because people could not remember or pronounce "Fortmatic".)
I created this animation to show how easy Magic is to use! No more "forgot password?" troubles.
Design process
Hired the visual designer that contracted with me full-time! During his transition, I worked with a separate branding contractor to help us with a new visual identity for Magic's brand.
(I still ended up implementing the new marketing site. But with 2 frontend developers at the time, we were able to really flesh out our product.)
Wore all the hats to help roll out and continue our pivot into the authentication space (with new competitors like Auth0).
UX designs
Developers' dashboard allows them to easily configure their login UX:
Social login was our most popular feature.
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Since the SDK and docs were core to the developer experience, I ideated ways to bring them all together.
Challenges
Juggling two different products (companies, really) at the same time: Fortmatic vs. Magic.
Clearly communicating expectations for new and existing customers.
Learnings
Timing the market (or lack thereof) was critical for our success and eventual pivot into Magic.