KP Password Reset: Security – and Cost Savings

What if 65% of your users – including the president of your company – failed at resetting their passwords?

Kaiser Permanente has some of the toughest account security available because you can’t make people’s health records private again if accounts have been breached. But its KP’s Digital Identity Services discovered that setting or resetting a password was just too hard. Too many people timed out. Or they didn’t understand their security questions. And each time they called Member Services for help, it cost $8-$10 per call.

DIS ran analytics. It came down to a single, heavily regulated screen with legally required copy.

I simplified instructions. Cut copy. Added calls to action. Got legal permission to move required copy to collapsible sections. Bolded key information.

The result? 65% more users (approximately 40,000 people per year) successfully set or reset their passwords. That’s 200,000 successful password resets, at a savings of $1.2-$2 million dollars.