How often do users hit the "Forgot password?" button in your app or abandon account creation? In research at Google and across the industry, we've found that typically over half of people seeing a sign-in page will fail to authenticate, ranging from making typos to creating duplicate accounts. Building a secure and usable auth experience is tricky. We'll present some suggestions and examples of ideas that you can apply in your app to reduce errors, streamline account creation, and even enable automatic sign-in. These concepts are illustrated with an open-source sample that Google built for Firebase Auth.