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Product Management
Sample Work:
Yahoo! User Identity
Andy Wu

1
Agenda
1

Story & Goals

2

User Sign-up

3

User Sign-in

4

User Account Recovery

2
Story & Goals
overview

3
Story – User Identity Lifecycle
Good

Mail
Sports
Flickr

Alerts
Sign-in
PC
Mobile

User Profile
Sign-up

Tablet
TV

Recovery

Bad 

Mail
Frontpage
Sports
Flickr
Finance

Abuse
Spam
4
Goals – Move the Needle
1

Optimal UX – mobile, tablet, desktop

2

Anti-abuse – bots & hackers

3

Partners – AT&T, Sky, Rogers

4

Platform – performance, scalability

5
Architecture
User / Partner access points
PC
Web HTML

Mobile
Web HTML

Other Services

Mobile/PC
Apps

Metrics

Customer
Care App

Services / Libraries

CAPTCHA

Registration

Login

Acct Recovery

Reg Abuse

OpenID /
OAuth

Acct Mgmt

Anti-Phishing

Identity Mgmt

Log Collection
& Analysis

Acct State
Changer

Social Dir
Cred Store

Data Stores
UDB

Sherpa

GRID
6
User Sign-up
UX (User Experience) & KPIs

7
UX: Simplify & Secure Sign-up

User Info
----------------------
1.  User ID
2.  Password
3.  Mobile phone
4.  Birthday
5.  Gender


Abusive
Bot?

no

Confirmation
------------------------
1.  User info 
2.  FB Connect CTA
3.  TW Connect CTA

yes

Abuse Challenge
----------------------
CAPTCHA (L1-L4) 
or 
SMS (L5)
8
Flows & KPIs: Sign-up
“Good”

1. user info

2. pass or challenge

3. done
1.6M (27%)

2.9M (50%)

5.9M (100%)
Pass

70K (2%)

94%

66K (4%)

PC

user info
tablet

abuse
?

L11
761K (26%) 
 91%

800K (27%) 
 64%

511K (33%) 

445K (15%)

“Bad”

693K (44%) 

51%

228K (15%)

348K (12%)

5%

19K (1%)

531K (18%)

8%

43K (3%)

L2

L3
Challenge

L4

L52

9
User Sign-up
Mobile UX (Jul 2013)

10
Sign-up – 1, 2.0 of 6
Sign-up – 2.1, 3 of 6

12
Sign-up – 4.0, 4.1 of 6

13
Sign-up – 5, 6 of 6

14
User Sign-up
Mobile Account Upgrade UX (Jul 2013)

15
ID Upgrade – 1, 2 of 4

16
ID Upgrade – 3.0, 3.1 of 4

17
ID Upgrade – 3.2, 3.3 of 4

18
ID Upgrade – 4.0, 4.1 of 4

19
User Sign-up
Desktop UX (Aug 2013)

20
Sign-up – 1.0 of 2

21
Sign-up – 1.1 of 2

22
Sign-up – 2 of 2

23
Sign-up (Jan 2013) – CAPTCHA Flow
3
2
1
of

3

24
Sign-up (Jan 2013) – SMS Flow
2
of

3

25
User Sign-up
Anti-abuse against Bots (Dec 2012)

26
Story – Abusive Sign-ups by Bots
1

3.0M daily sign-ups highest (Oct 2012) 

2

1.6M daily sign-ups lowest (Feb 2013)

3

7X ($15 to $100) price increase per 1,000 accts (Jan 2013) 

4

2.3M2 new Mail users per month remain 1 year later (6% ret. ) 
a

5

80K3 viable long-term users out of 1.6M daily new accts 

“cat & mouse” tactics against abusive bots
a

Filter varying abusive signals and change anti-bot challenges

b

Verify mobile # based on “abuse score” 
27
Sign-up Abuse Detection
90% of registration attempts see varying levels of anti-bot challenges"

Good
5%

Browser
•  Browser type and version
•  Plug-ins
•  Window size
User
•  Time spent on page
•  Error rate
•  CAPTCHA solve time
System
•  IP address reputation
•  Connection latency, bandwidth
•  CPU speed

Reg Abuse
Score System"
95%

Bad

28
Sign-up Trend
Oct 
3.0M

Jan
1.9M

Nov 
2.5M

Feb 
1.6M

Dec
1.7M

Mar
1.7M
29
Price of Y! Account up 7X ($15 to $100)

Real-time abuse scoring
makes it more costly for
abusers to create Y! accts

Price increased from $15
to $100 per 1,000 Y!
accounts

30
Mail Account Count Monthly
Millions

Only 6% of Mail sign-ups remained active after 12 months
50
45
40
201112

YUID Count

35

201111
201110

30

201109
201108

25

201107

20

201106
201105

15

201104
10

201103
201102

5

201101
0

Usage Month

31
Mail Account Retention Over Time
Mail User Retention Over Time
120.0%

100.0%

100.0%

80.0%

60.0%

40.0%

18.5%

20.0%

12.1%

10.1%

8.9%

8.0%

7.5%

7.1%

6.8%

6.5%

6.5%

6.7%

6.2%

5.2%

M5

M6

M7

M8

M9

M10

M11

M12

M13

M14

0.0%
M1

M2

M3

M4

32
User Sign-up
ID Reclamation (Jul-Aug 2013)
Child Account COPPA (Jul 2013)

33
Summary – ID Reclamation
—  Goal: reclaim inactive IDs @sign-up (Aug 7)
—  1.5 billion inactive IDs based on 12-month inactivity

—  2 joint solutions
—  Increase daily inactive acct deletion (4M to 25+M)
—  On Demand Account Reclamation (ODAR) @sign-up

—  Action items
—  Develop ODAR @Sign-Up
—  Qualify “inactive or not” YID
—  Give inactive YIDs to “legit” but not “bot” registration
—  Support properties to handle ASC2 notifications
—  Property to use GUID- or YUID-based data indexing
—  Work with Mail, Mktg, PR, CRM, Legal/Policy on service
announcement & campaigns
34
ID Reclamation @Sign-up
Choose
‘joe1’

Choose 
new ID

ID
exists?

yes

Got

‘joe1’

Create ‘joe1’ ID
(GUID2)

no

Reclaim
‘joe1’

Add
‘GUID2’
Properties

no

Delete
inactive ID
‘joe1’ (GUID1)

ID
inactive?

Remove
‘GUID1’

yes

yes

Abuse?

no

Notify property
of inactive ID
‘joe1’ (GUID1)
delete


ASC1

existing functions on Reg
new functions on Reg
35
To Dos – Membership
Dates

Actions

4/17

Email properties of “To Dos”

5/15

Tech Talks on Handling YID vs. GUID

5/31

Identify inactive accounts

•  Migrate from YID- to GUID-based indexing for property data store
•  Adopt Membership ASC listening client

•  Accts not login in the past 12 months
•  Email forwarding treated as “inactive” (premium - $19.99 / yr)
•  Update existing “inactive accts” criteria (excl. ‘it’ INTL; Hotjobs)

6/15

Develop “On Demand Account Reclamation”

•  API to check “inactive or not” YID for ID selection / suggest
•  Anti-abuse to NOT give eligible inactive accts to bot registration
•  Test end-to-end flows with selected properties (Mail)

8/7

Open “ODAR” registration to public
36
To Dos – Properties
Dates

Actions

5/31

Index data based on GUID or YUID (not YID)

•  User data belonging to old YID ‘joe1’ (GUID1) should not be
accessible / linked to the new YID ‘joe1’ (GUID2)

Continue
doing

Handle existing ASC notifications

•  Anonymize the deleted YID data – i.e. mask the YID if
exposed
•  Remove unneeded data for the deleted YID – i.e., Y! Mail data

37
Account Segmentation
All (UDB)
3,154

Yahoo!
2,994

Partner
160
65 AT&T

Non-paid
2,617

64 Nokia

Premium1
377

15 BT
7 SKY
3.5 Rogers

Active
957

Inactive
1,5443

3 VZ

531 Profile

1 TNZ

30 Flickr

1 Frontier

7 Sports

0 MTS

To be del2
113

4 Taobao
4 Locdrop
855 no flag
38
Inactive IDs based on ID Lengths

39
“Fun” ID Facts
1

~334M1 (93%) @yahoo.com IDs

2

~18M (5%) @ymail.com IDs

3

~3.5M (1%) @rocketmail.com IDs

4

275M of 514M3 (53%) IDs (login last 180 days) have email
address (16% verified; 37% un-verified)

5

80M of 355M4 (21%) IDs (login last 90 days) have mobile
phone

40
Child Account COPPA Compliance
Parent
Email
parent consent
or close acct

Kid Reg w/ 
new consent

Kid Email

Kid Login

parent consent 
or close acct

Parent Login

parent
consent

Parent COPPA
Consent or Close
Acct
download data

Kid Trap

close acct
before 7/1

consent

Confirmation
Data Download
Membership to-dos
Legal / Care to-do

41
User Sign-in
Facebook & Google (Jan 2011)
FB / Google User Migration (Q4 2013)

42
Flows & KPIs: FB / Google Sign-in
1. FB/G auth

3. done

1.056M (100%)
FB / G 
Login
CTA

2. reg, bind, return
493K (47%)

412K (39%)

+68% ->

FB / G 
Login

69K (6.5%)
No

1.056M (100%)

Y! acct
match

FB / G
Permissions

493K (47%)
Return
user?

Yes
No

79K (7.5%)

148K (14%)
Yes

345K (33%)

Mini Reg

47K (4.4%)

+25% ->
Acct Bind

20K (1.9%)
Mail
Homepage
Sports
Flickr
Messenger
Finance

43
KPIs: Y vs. FB vs. G Sign-up & Sign-in
New Sign-up Users (Daily)
Properties

Existing Sign-in Users (Daily)

YID

FB

Google

YID

FB

Google

628,000
(93%)

23,000
(3.4%)

24,000
(3.6%)

46,299,000
(99.26%)

218,000
(0.47%)

128,000
(0.27%)

Flickr

4,453
(36%)

3,704
(30%)

4,363
(35%)

135,910
(67%)

24,246
(12%)

41,733
(21%)

Answers

8,820
(64%)

2,794
(20%)

2,116
(15%)

43,821
(69%)

9,476
(15%)

10,008
(16%)

Groups

4,259
(49%)

1,696
(20%)

2,698
(31%)

82,377
(87%)

3,337
(4%)

8,509
(9%)

Sports

1,035
(66%)

221
(14%)

314
(20%)

78,678
(68%)

14,973
(13%)

22,385
(19%)

Finance

396
(72%)

47
(8%)

111
(20%)

42,045
(98%)

294
(<1%)

734
(<2%)

345,000
(99%)

1,150
(<1%)

1,738
(<1%)

5.098,000
(99%)

24,198
(0.5%)

4,349
(<0.1%)

All Props

Frontpage

44
KPIs: Facebook / Google Sign-in
Features

All (000)

Flickr (000)

Mobile (000)

1,056 (100%)1

96 (100%)

216 (100%)

UU returns from FB/G auth

493 (47%)

79 (82%)

82 (38%)

Existing UU signs in

345 (33%)

66 (69%)

43 (20%)

New UU lands on Mini Reg or Acct Bind 

148 (14%)

13 (14%)

38 (18%)

New UU lands on Mini Reg

69 (6.5%)

11 (11.4%)

15 (7%)

New UU completes Mini Reg

47 (4.4%)

8 (8.4%)

12 (5.4%)

New UU lands on Acct Bind

79 (7.5%)

2 (2.1%)

23 (10.7%)

New UU completes Acct Bind 

20 (1.9%)

0.7 (0.7%)

6 (3%)

UU clicks FB/G login CTA

1. (x%) represents the % of 100 users started remaining at each sequential step

45
Flickr App’s FB/Google Sign-in
FB / G
Login & Perms

New or
Return?

3PA API

Returning Users

New Users
Binding

Mini
Reg or
Bind?
Mini Reg

Mini Reg (BE)
Create new
hidden ID via
API

3PA API Update

New Users
Signed In

46
UX - FB / Google User Migration
FB / G 
sign-in
CTA
#1

Migration
Interstitial –

“Return” vs 

“New” User
CTAs 
#2

#3a – New User

“Sign-up”
“New” user

Current Reg

#3b – New User
“Sign-in”

Return user

FB / G login

Current Login

New user
return
user?
Return user
bound to
“full” or
“hidden”
YID?

#3c – Return User
hidden YID

Mail
FP
Sports
Flickr

“YID Upgrade”
choose YID + pwd
#3d – Return User

“Sign in with YID”
or 
full YID
 ‘skip for now’ (3 allowed)
47
User Sign-in
Account Hacking (Q2 – Q4 2013)

48
No One is Un-Hackable
1

Twitter – 250,000 accts (Feb ‘13)


2

NY Times, Wall St. J, Washington Post –
reporters / employees ( Feb ‘13) 

3

LinkedIn – 6,500,000 accts (Jun ‘12)

4

FB, Apple, MSFT – employee laptops hacked via
“water hole” phishing @iphonedevsdk.com (Feb ‘13)

5

Facebook, GMail, Hotmail, Yahoo! – frequent
user reports & anecdotes 
 

49

Yahoo! Confidential and Proprietary

49
Hacking & Spam – How?
Steal
cookies or
passwords"

Got"
them"

Biggest “Hole”
No 2LC for
non-web apps

Spam"

XSS
(cookie)
Apps Login
Malware
(pwd)

Hacker

Mass Breach
(pwd)
Brute Force
(pwd)
Phishing
(pwd)

Mobile / PC
Web Login

Mail POP/
IMAP/SMTP

Smaller “hole”
needs to be
plugged too

My friends
complain
spam from
me? "
50
Story – ID Hacking
1

Stolen ID & password (bigger issue)
a

b

2

Vast % of accts hacked via stolen password - malware,
third-party compromise, brute force, phishing
Close loop holes – login API & Mail POP/IMAP/SMTP

Stolen login cookies (uncommon) 
a

XSS exploits receive media attention but contribute to a
smaller % of accounts hacked

b

Prevent cookies stolen via XSS by issuing “httponly” login
cookies (T & F)

51
Account Hacking (Q1

Q2-Q4 2013)

Stolen password (bigger issue) 
•  423K1 acct traps set daily
for password reset
•  Web login is protected by
2nd login challenge
•  Login API (incl. mobile) is
the “loophole” where
hackers are coming in

•  Login cha. API + mobile – 4/30 & 5/15
•  Mail POP/IMAP/SMTP - 5/27
•  Trap for partner hacked accts - Apr
•  Bcrypt encryption – Jul
•  App specific password - Sep
•  2-factor auth mobile app – Nov
•  Real-time “ML” detection – Nov

Stolen cookie (smaller issue) 
•  XSS exploits receives media
attention but results in smaller
% of accts compromised

•  httponly flag in T / F cookies - 3/25

52
Login Alert Email

User to opt into 2nd Login
Challenge 

53
# of Identified Hacked IDs
1800000

1600000

1.7M+ compromised by
“Russian” hack

1400000

1200000

1000000

Mail anti-spam
detection update
caught more

800000

600000

400000

200000

0

54
Avg Monthly Traps for Hacked IDs
All trapped
450,000
400,000
350,000
300,000
250,000
All trapped

200,000
150,000
100,000
50,000
Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Cleared Rate
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Cleared Rate

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

55
Trap for Y! Acct Compromised

56
Trap for Partner Acct Compromised

57
User Sign-in
2nd Login Challenge UX (Q2-Q3 2013)

58
2nd Login Challenge (SMS) – 1, 2 of 6

59
2nd Login Challenge (SMS) – 3, 4.0 of 6

60
2nd Login Challenge (SMS) – 4.1, 5.0 of 6

61
2nd Login Challenge (SMS) – 5.2, 6 of 6

62
2nd Login Challenge (email) – 1, 2 of 6

63
2nd Login Challenge (email) – 3, 4 of 6

64
2nd Login Challenge (email) – 5, 6 of 6

65
2nd Login Challenge (Security Q) – 3.0, 3.1 of 4

66
Account Recovery
Flows, KPIs & UX

67
Flow & KPIs: Account Recovery
1. id+CAPTCHA
538K (100%)

2. recovery methods

3. done
225K (42%)

417K (78%)
2 security questions
244K (58%) 

46%

112K (50%) 

alt email address
114K (27%) 
PC
tablet

ID +
CAPTCHA

method
?

73%

83K (37%) 

mobile phone
36K (9%) 
 78%

28K (12%) 

birthday, country, ZIP
24K (6%) 

7%

1.6K (1%) 

68
Acct Recovery (SMS) – 1, 2.0 of 6

69
Acct Recovery (SMS) – 2.1, 3 of 6

70
Acct Recovery (SMS) – 4.1, 4.2 of 6

71
Acct Recovery (SMS) – 4.3, 5.0 of 6

72
Acct Recovery (SMS) – 5.1, 6 of 6

73
Acct Recovery (security Qs)

74
Acct Recovery (AEA)

75
Q2 Goals
Executive Planning

76
Goals & Decisions Needed
Roadmap Goals

GA
 Decisions Needed

Single Sign On (SSO)
- Sign-In, Sign-Up, Acct Recovery, APIs

Jun þ

§  YID Reclamation Launch

Aug

§  Simplify Sign-Up

Aug §  Mobile Sign-Up

§  YID Only Sign-In

Nov §  FB/Google EOL

§  Sign-Up Abuse Mitigation

May

Mobile 2nd Sign-In Challenge

May §  Launch approval

COPPA Compliance
BCrypt Rollout

§  Confirm current
decisions
§  Birth date/gender

§  1 or N accts per mobile
#

Jul þ
Jun þ
77
ID Reclamation
Goal

Reclaim inactive IDs @Sign-Up on Jul 1

What?	
  

§  3.1B accounts in UDB (as of 5/7)
§  1.5B inactive accounts eligible for ID reclamation
§  Inactivity period reduced from 18 to 12 mos
§  Daily deletion from 10M to 50M starting 7/1
§  Mail forwarding treated as “inactive” (non-US only)
§  Mail forwarding in US available in Mail Plus ($19.99/yr)

Confirm	
  #1	
  

§  Send PSA1 to account’s alternate email address (no mobile SMS)

Confirm	
  #2	
  

§  Send PSA to 6 INTLs only – US, CA, AU, NZ, SG, IN

Confirm	
  #3	
  

§  Accounts excluded from inactive deletion

Confirm	
  #4	
  

§  Continue daily deletion @10M and then to @50M starting Jul 1

§  User reading PSA in Y! Mail would mean account is active

§  Per policy, notify impacted INTLs where Mail publicizes deletion policy of
“6 mos + 2 mos add’l for each year acct held” (i.e. >3-year old accts)

§  Exclude broadband accounts (160M)
§  Exclude paid accounts – Flickr Pro, Mail Plus, Small Biz, Commerce
(377M)
§  Exclude Flickr (30M)

78
Simplify Sign-up
Options

#1 Collect @Sign-In Trap #2 Collect @Sign-Up

What?

§  Simplify Reg - collect birth
date, gender, name @Sign-in
N days or Y logins later

§  Collect birth date, gender, name
@Sign-Up (Mobile & PC)

Pros

§  Sign-Up simplified (fewer
fields)

§  Immediate usage – ad target,
personalization, UH(name),
Flickr(bd/name), TW
eCommerce (bd/name/gender)
§  Wide user acceptance
§  COPPA1 upfront & simplified

Cons

§  Login hurdle / user
annoyance
§  Properties2 need own asking
§  Users <13 special handling

§  Potential user drop-off

To-Dos

§  New Supp Reg trap

§  Mobile Sign-Up re-work

79
YID Only Sign-in
Goal

Migrate FB/Google Users to Y! ID Paths

What?

§  Direct return users to (1) “Pick a Y! ID/pwd” or (2)
“Sign in with Y! ID”
§  Direct new users to (1) Y! Sign-up or (2) Y! Sign-in
§  Remove FB/Google sign-in CTAs from Sign-Up &
Sign-In

To-Dos

§  Launch migration paths on Jul 1
§  Work with properties (Homerun, GrandSlam) to
update in-property “Sign in FB” messaging / CTA
§  Work with Mktg / PR for broader messaging
§  EOL “Sign in FB/Google” CTAs

Confirmation

§  Start Jul 1
§  EOL
§  Oct 31 (4 months)

80
Migration of @ymail Domain
Options

#1 Migration Optional

#2 Migration Mandatory

What?

§  Continual support for
existing @ymail,
@rocketmail, @y7mail,
@kimo users
§  Migration to @yahoo.com1
optional

§  Migration to @yahoo.com1
mandatory
§  User owns existing & new
domains for X months
§  EOL “legacy” domains after
X

Pros

§  Users have choice

§  1 single ID namespace
§  Standard @yahoo brand

Cons

§  Support for “legacy”
domains

§  User attrition
§  Negative user sentiments

To-Dos

§  Build migration flows
§  Multi-address support

§  Build migration flows
§  Multi-address support
§  EOL announcement

Status

§  Migration pending Mail’s assessment & LOE scope
§  13M @ymail & 5.1M @rocketmail monthly active users
(Apr)
81
Migration Plan - @ymail Domain
—  600K DAUs represent 0.6% of 103M Mail DAUs
—  $3M / year at stake since each DAU is worth $5
—  Current UX proposal
—  If same ID@yahoo.com available, auto provision ID to user
—  If same ID@yahoo.com unavailable, prompt user for new ID
—  Support @yahoo.com & @ymail.com for 6 months
Users

ymail

rocketmail

total

467,959

151,053

619,012

Active last 30
days

13,144,615

5,132,821

18,277,436

All active accts

61,252,203

37,339,610

98,591,813

Active daily

82
Sign-up Anti-Abuse via Mobile #
Options

#1 “1-to-1” Link

#2 “1-to-N” Link

What?

§  Allow same mobile # to be §  Allow same mobile # to
linked to 1 account
be linked to N accounts
§  N = 3 (recommended)

Pros

§  Reduce abusive
registration
§  Enforce 1 acct per user
identity policy (Facebook)

§  Identify same person
owning multiple accounts
§  Support multi-accts
(Google)

Cons

§  Prohibit multi-account
policy

§  Proliferate YIDs in
@yahoo.com namespace

To-Dos

§  UX enforced
§  Legal/policy update to
align

§  SAME

83
Mobile 2nd Login Challenge
Goal

2nd Login Challenge (2LC) on mobile web

What?

§  By default, sign-in from new device AND new country
will require user to answer a security question or
verify via the mobile phone or alt email on account
§  If user opted in feature, challenge would trigger when
sign-in from new device alone

To-Dos

§  04/29 Login API supports 2LC
§  05/09 Mail IMAP/POP/SMTP auth migrates to Login
API
§  05/15 2LC on mobile web login
§  05/30 2LC in Accts SDK (native UX)
§  05/30+ MEP drives Accts SDK across Daily Dozen
apps
§  Q3 – drive non-Y! apps (IMAP/POP clients) to handle
new API response or accept app-specific pwd

Confirmation §  05/15 launch on Y! mobile web login (non-native)

§  Iterate on mobile web UI to align with native 2LC UI
84
BCrypt Password Encryption
Goal

Deploy BCrypt hash for account password (Phase 1)

What?	
  

•  UDB access control to ‘PW/PWI’ key for properties (5/15)
•  Mail migrates from RegAuth to Login API (5/10)

To-­‐Dos	
  

Apr	
  
•  4/23 to 06/12 (Phase 1) – 150K accounts testing for BCrypt &
MD5 and then remove MD5	
  
May	
  
•  05/15 – Tools for BCrypt monitoring and reports
Jun	
  
•  06/17 to 07/31 (Phase 2) – 100% users on BCrypt and then
remove MD5

Status	
  

•  þ On track
•  Driving properties to migrate to new UDB access control of ‘PW/
PWI’ keys by 5/22 (don’t impact Membership timeline) 5/15
•  Jay re-iterated to L2 (email) to comply by 5/15

85
Mobilize Membership UX
Goal 

Implement Single Sign On (SSO) for Membership by Jun 30

What?	
  

• 
• 
• 
• 

To-­‐Dos	
  

Apr	
  
•  04/22 GA Acct Recovery web UX in Acct SDK (Homerun), Mail iOS
•  04/26 GA Flickr Forgot ID web UX	
  
May	
  
•  05/07 TBD GA Sign-Up web UX (GA deferred pending “birth date/
gender”)
•  05/08 Reg API integration ready for MEP implementation
•  05/17 Acct Recovery API integration ready for MEP
implementation
•  Late May GA Reg API for mobile Reg (native)
Jun	
  
•  Early	
  Jun	
  GA	
  Acct	
  Recovery	
  API	
  for	
  mobile	
  Acct	
  Recovery	
  (na<ve)	
  

Status	
  

• 
• 
• 
• 

New	
  Acct	
  Recovery	
  &	
  Flickr	
  Forgot	
  ID	
  web	
  UX	
  
New Sign-Up web UX
New Sign-Up API for native UX implementation
New	
  Acct	
  Recovery	
  API	
  for	
  na<ve	
  UX	
  implementa<on	
  

þ On track
5/10	
  –	
  final	
  design	
  review	
  of	
  Sign-­‐Up	
  &	
  Acct	
  Recovery	
  with	
  Adam	
  
5/15 – final product review of Sign-Up & Acct Recovery with Adam
5/17	
  –	
  GA	
  before	
  Flickr’s	
  5/20	
  launch	
  
86
Next Steps
—  Simplify Sign-Up
— 
— 
— 
— 

Collect birth date & gender @Sign-Up vs. @Sign-in trap
Enforce 1 mobile # linking to 1 vs. N account(s)
Require SMS verification on mobile Sign-Up
Set GA for mobile Sign-Up (5/7 was internal GA)

—  Yahoo! ID Reclamation on 7/1
—  Set FB/Google Sign-In EOL Oct 31

—  2nd Login Challenge UX on mobile web browser
—  Launch on 5/15
—  Align web UI with native UI pending final design by MEP
—  Drive native apps to adopt/deploy 2LC integration
87
Q2 Goals
Executive Status

88
SSO (1 of 2)
Goal (L2) 

Implement Single Sign On (SSO) for Membership by Jun
30

Goals	
  (L3	
  &	
  L4)	
  

•  Deliver	
  Login	
  API	
  and	
  Creden<al	
  Mgmt	
  by	
  4/30	
  

Owners	
  

•  Membership	
  (MBR):	
  Shouvick,	
  Andy	
  W	
  
•  Mobile	
  &	
  Emerging	
  Products	
  (MEP):	
  Kirk	
  L,	
  Gautam	
  G	
  

Stakeholders	
  

•  MEP,	
  Daily	
  Dozen	
  Apps	
  

Dependencies	
  

•  MEP	
  to	
  drive	
  its	
  Acct	
  SDK	
  adop<on	
  by	
  22	
  Daily	
  Dozen	
  apps	
  (11	
  iOS	
  /	
  11	
  Android)	
  

Milestones	
  

Apr	
  
•  04/29	
  GA	
  (int1)	
  Login	
  API	
  for	
  SSO,	
  2nd	
  Login	
  Challenge	
  (2LC),	
  Supp	
  Reg,	
  an<-­‐bot	
  
May	
  
•  05/30: MEP Acct SDK to enable 2LC UX using MBR API
Jun	
  
•  early-­‐Jun:	
  MEP	
  Acct	
  SDK	
  to	
  enable	
  SSO	
  UX	
  using	
  MBR	
  API	
  

Status	
  

•  MEP	
  implemen<ng	
  2LC	
  using	
  new	
  Login	
  API	
  
•  MEP committed Jun GA to deliver first 2LC & then SSO in its Acct SDK

Challenges

•  MEP	
  to	
  define/drive	
  Acct	
  SDK	
  rollout aggressively for “Daily	
  Dozen”	
  apps	
  since	
  
only	
  1	
  (Homerun)	
  of	
  22	
  apps	
  has	
  adopted	
  Acct	
  SDK	
  on	
  4/22.	
  	
  Mail,	
  Sports,	
  Fantasy,	
  
Flickr	
  next.	
  
89
SSO (2 of 2)
Goal (L2) 

Implement Single Sign On (SSO) for Membership by Jun 30

Goals	
  (L3	
  &	
  L4)	
  

•  Deliver	
  Acct	
  Recovery	
  &	
  Flickr	
  Forgot	
  ID	
  web	
  UX	
  in	
  Apr	
  &	
  API	
  in	
  Jun	
  
•  Deliver	
  Sign-­‐Up	
  web	
  UX	
  &	
  API	
  in	
  May	
  

Owners	
  

•  MBR:	
  Shouvick,	
  Andy	
  W;	
  MEP:	
  Kirk	
  Lieb,	
  Gautam	
  G	
  

Stakeholders	
  

•  MEP,	
  Daily	
  Dozen	
  Apps	
  

Dependencies	
  

•  MEP to drive its Acct SDK adoption by 22 Daily Dozen apps (11 iOS / 11 Android)

Milestones	
  

Apr	
  
•  04/22 GA Acct Recovery web UX in Acct SDK (Homerun), Mail iOS
•  04/26 GA Flickr Forgot ID web UX	
  
May	
  
•  05/07 GA (internal) Sign-Up web UX
•  05/08 Reg API integration ready for MEP; GA in late May
•  05/17 Acct Recovery API integration ready for MEP
Jun	
  
•  Early	
  Jun	
  -­‐	
  Acct	
  Recovery	
  API	
  GA	
  

Status	
  

•  Mobile	
  Sign-­‐Up	
  public	
  GA	
  based	
  on	
  MEP’s	
  Acct	
  SDK	
  update	
  by	
  Homerun	
  
•  Will	
  need	
  to	
  collect	
  birth	
  date/gender	
  @Sign-­‐Up	
  or	
  @Supp	
  Reg	
  trap	
  (MM	
  review	
  5/8)	
  
•  Asking	
  MEP	
  to	
  commit	
  GA	
  for	
  na<ve	
  Sign-­‐Up	
  &	
  Acct	
  Recovery	
  UX	
  deliverables	
  (Fri	
  5/3)	
  

Challenges

•  Mobile Sign-Up web UX launch date TBD pending e-staff decision on DoB/gender
collection (Wed 5/8)

90
ID Reclamation
Goal (L2)

Reclaim inactive IDs on Registration Launch on Jul 1

Goals	
  (L3	
  &	
  L4)	
  

•  Identify eligible inactive accounts by 5/15
•  Develop “On Demand Account Reclamation” on Reg by 7/1

Owners	
  

•  Membership:	
  Shouvick,	
  Andy	
  Wu	
  
•  SWAT:	
  PMM	
  (Rohit	
  &	
  Huong);	
  PR	
  (DJ	
  &	
  Kate);	
  Care	
  (Kieran);	
  Policy	
  (Sarah);	
  CRM	
  (Carolyn,	
  Kurt);	
  Mail	
  
(Lovlesh)	
  

Stakeholders	
  

•  All properties (Mail), UDB, Mktg, PR, Care, Policy, CRM	
  

Dependencies	
  

•  Properties to use GUID/YUID based data indexing (NO YID based indexing)

Milestones	
  

Apr	
  
•  Notify properties to use GUID/YUID based data indexing (to-date: no property impact)
May	
  
•  05/03 daily account deletion increase from 4M to 15M (goal: 50M daily)
•  05/08 final inactive accounts crawl (12-months of inactivity, no email forwarding)
Jun	
  
•  05/31 “On Demand Acct Reclamation” @Sign-Up ready for internal E2E testing
•  06/03 – 06/14 Email announcement to inactive accounts to “retain or lose” their YIDs
•  06/03 – 06/30 PR & Mktg phase 1 (yodel blog, media outreach)

Status	
  

•  Mktg/PR/Mail/Legal/Policy/CRM/Membership drafting service email, Mail account
deactivation policy update, PR campaign phase 1
•  ODAR @Sign-Up development in-progress

Challenges

•  þ On track as of Thu 5/2 SWAT team meeting
91
Simplify Sign-up
Goal 

Simplify Registration (PC) with collection of 5 user data

Goals	
  (L3	
  &	
  L4)	
  

•  Simplify Reg with 5 user data collection – ID, pwd, mobile phone, Facebook, Twitter IDs
•  Abuse mitigation

Owners	
  

•  Membership:	
  Shouvick,	
  Andy	
  Wu	
  

Stakeholders	
  

•  Properties, Data/Insights, Ad Targeting, Marketing, Legal, Policy	
  

Dependencies	
  

•  e-staff to evaluate the impacts of not collecting birth date and gender

Milestones	
  

Apr	
  
•  PRD, UI mocks, Eng design & scope
•  5/2 GA remove @ymail, @rocketmail, @kimo (TW) & @y7mail (AU) email domains
May	
  
•  Development of simplified Reg
Jun	
  
•  Bucket test collection of Facebook ID as “required” vs. “optional”
•  6/30 launch simplified Reg flow

Status	
  

•  UX design & Eng design in-progress

Challenges	
  

•  Team to decide collecting birth date/gender @Sign-Up vs. @Sign-in trap wrt to (1) Ad
Targeting, (2) Analytics Reporting & Segmentation, (3) Personalization, (4) COPPA
Compliance

92
Migrate FB / Google Users to YID
Goal 

Support YID only auth – migrate FB/Google account users to YID

Goals	
  (L3	
  &	
  L4)	
  

•  Develop PC and mobile migration flows for new & existing FB/Google auth’d users

Owners	
  

•  Membership:	
  Shouvick,	
  Andy	
  Wu	
  

Stakeholders	
  

•  Homerun, Grand Slam, Flickr, MEP all current 3PA consuming properties 	
  
,

Dependencies	
  

•  Properties (Homerun, Grand Slam, Flickr) to update their own hosted FB/Google sign-in
CTAs (incl. contextual messaging to align with Membership’s migration flow) & remove
their own hosted FB/Google sign-in CTA at the end of the migration period (Oct 2013)

Milestones	
  

Apr	
  
•  PRD, Eng scope
May	
  
•  UI mocks, Eng development
Jun	
  
•  6/30 launch FB/Google migration flows
Nov
•  EOL FB/Google sign-in

Status	
  

•  Advised Flickr on their 5/20 Android launch – route new FB/G users to Reg/Login while
continue signing in returning FB/G users until MBR migration available
•  Provide 3PA & YID Upgrade APIs for native app migration

Challenges	
  

•  þ On track

93
Mobile 2nd Login Challenge
Goal (L2) 

Provide 2nd Login Challenge API and UX across Y! apps

Goals	
  (L3	
  &	
  L4)	
  

•  Provide 2nd Login Challenge (2LC) API by 4/30
•  Deliver 2nd Login Challenge (2LC) mobile web UX by 5/15

Owners	
  

•  MBR:	
  Shouvick,	
  Andy	
  W	
  
•  MEP: Kirk L, Gautam G; Mail: Shiv Shankar; Messenger: John Dunning

Stakeholders	
  

•  MEP Mail IMAP/POP Login API partners (Y! Messenger, RIM)	
  
,
,

Dependencies	
  

•  MEP/mobile apps, Mail IMAP/POP client apps to integrate 2LC API or mobile web UX
,

Milestones	
  

Apr
•  04/29 GA (internal1) Login API to support 2nd login challenge
May	
  
•  05/09 Mail IMAP/POP/SMTP authentication migrate to Login API
•  05/15 GA mobile 2nd Login Challenge web UX
•  05/24 GA MEP Acct SDK to enable 2LC UX (native) using MBR Login API
Jun	
  
•  Drive adoption & rollout of 2LC across Y! apps (MEP IMAP/POP Messenger)
,
,

Status	
  

•  Working with MEP Mail, & Messenger teams to integrate 2LC within their apps
,
•  MEP committed late May GA on 2LC within its Acct SDK

Challenges

•  MEP to drive Daily Dozen apps to deploy MEP‘s Acct SDK with 2LC feature (60%
Android & 50% iOS)
•  Mail IMAP/POP & Messenger to commit GA dates on adopting/deploying 2LC
94
COPPA Compliance
Goal

Enforce new COPPA compliance by Jul 1

Goals	
  (L3	
  &	
  
L4)	
  

•  Develop COPPA Compliance - child instruction and parental consent trap
pages

Owners	
  

•  MBR:	
  Shouvick,	
  Andy	
  W	
  
•  Trust/Safety:	
  Leslie	
  Dunlap,	
  Megan	
  Cris<na	
  

Stakeholders	
  

•  Trust/Safety (Leslie D, Megan C), Care, Legal, Privacy	
  

Dependencies	
  

•  Trust/Safety to provide child trap instruction, COPPA consent &
confirmation text
•  Trust/Safety (with Care) to provide “Data Download” online help page

Milestones	
  

Apr	
  
•  04/29 PRD & plan
May	
  
•  05/15 Trust/Safety to email children & parents wrt the new COPPA
Compliance
Jun	
  
•  05/31 GA child trap and parental COPPA consent pages

Status	
  

•  Dev in-progress
•  UED design pending

Challenges	
  

•  þ On track -- Note 5/31 GA deadline is extremely aggressive
95
Bcrypt Password Encryption
Goal (L2) 

Deploy Phase 1 of Project Fuku (Bcrypt) for Account Password

Goals	
  (L3	
  &	
  L4)	
  

•  Complete BCrypt functionality on Reg, Login, Acct Recovery services
•  Deploy Phase 1 rollout across Yahoo! properties

Owners	
  

•  Membership:	
  Shouvick,	
  Ram	
  Kordale	
  

Stakeholders	
  

•  UDB, Mail, AMT, PSI, and other properties 	
  

Dependencies	
  

•  UDB to manage access rights to ‘PW/PWI’ key for properties (target GA: 5/15)
•  Mail to migrate from RegAuth to Login API (target GA: 5/10) – on track

Milestones	
  

Apr	
  
•  4/23 to 06/12 (Phase 1) – selected users for BCrypt & MD5 and then remove MD5	
  
May	
  
•  05/15 – Tools for BCrypt monitoring and reports
Jun	
  
•  06/17 to 07/31 (Phase 2) – 100% users on BCrypt and then remove MD5

Status	
  

•  Phase 1 WIP - deployed 150K accts to Bcrypt and MD5	
  
•  Monitoring and reports scripts deployed - getting daily stats and reports
•  Mail asking token login API to ignore SHF trapped accts for IMAP/POP clients

Challenges	
  

•  þ On track -- Driving properties to migrate to new UDB access rights (of ‘PW/PWI’
keys) by 5/15 is “yellow” – Jay re-iterated to L2 (email) to comply by 5/15.

96

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Andy Wu PM Sample Work

  • 1. Product Management Sample Work: Yahoo! User Identity Andy Wu 1
  • 2. Agenda 1 Story & Goals 2 User Sign-up 3 User Sign-in 4 User Account Recovery 2
  • 4. Story – User Identity Lifecycle Good Mail Sports Flickr Alerts Sign-in PC Mobile User Profile Sign-up Tablet TV Recovery Bad Mail Frontpage Sports Flickr Finance Abuse Spam 4
  • 5. Goals – Move the Needle 1 Optimal UX – mobile, tablet, desktop 2 Anti-abuse – bots & hackers 3 Partners – AT&T, Sky, Rogers 4 Platform – performance, scalability 5
  • 6. Architecture User / Partner access points PC Web HTML Mobile Web HTML Other Services Mobile/PC Apps Metrics Customer Care App Services / Libraries CAPTCHA Registration Login Acct Recovery Reg Abuse OpenID / OAuth Acct Mgmt Anti-Phishing Identity Mgmt Log Collection & Analysis Acct State Changer Social Dir Cred Store Data Stores UDB Sherpa GRID 6
  • 7. User Sign-up UX (User Experience) & KPIs 7
  • 8. UX: Simplify & Secure Sign-up User Info ---------------------- 1.  User ID 2.  Password 3.  Mobile phone 4.  Birthday 5.  Gender Abusive Bot? no Confirmation ------------------------ 1.  User info 2.  FB Connect CTA 3.  TW Connect CTA yes Abuse Challenge ---------------------- CAPTCHA (L1-L4) or SMS (L5) 8
  • 9. Flows & KPIs: Sign-up “Good” 1. user info 2. pass or challenge 3. done 1.6M (27%) 2.9M (50%) 5.9M (100%) Pass 70K (2%) 94% 66K (4%) PC user info tablet abuse ? L11 761K (26%) 91% 800K (27%) 64% 511K (33%) 445K (15%) “Bad” 693K (44%) 51% 228K (15%) 348K (12%) 5% 19K (1%) 531K (18%) 8% 43K (3%) L2 L3 Challenge L4 L52 9
  • 10. User Sign-up Mobile UX (Jul 2013) 10
  • 11. Sign-up – 1, 2.0 of 6
  • 12. Sign-up – 2.1, 3 of 6 12
  • 13. Sign-up – 4.0, 4.1 of 6 13
  • 14. Sign-up – 5, 6 of 6 14
  • 15. User Sign-up Mobile Account Upgrade UX (Jul 2013) 15
  • 16. ID Upgrade – 1, 2 of 4 16
  • 17. ID Upgrade – 3.0, 3.1 of 4 17
  • 18. ID Upgrade – 3.2, 3.3 of 4 18
  • 19. ID Upgrade – 4.0, 4.1 of 4 19
  • 20. User Sign-up Desktop UX (Aug 2013) 20
  • 21. Sign-up – 1.0 of 2 21
  • 22. Sign-up – 1.1 of 2 22
  • 23. Sign-up – 2 of 2 23
  • 24. Sign-up (Jan 2013) – CAPTCHA Flow 3 2 1 of 3 24
  • 25. Sign-up (Jan 2013) – SMS Flow 2 of 3 25
  • 26. User Sign-up Anti-abuse against Bots (Dec 2012) 26
  • 27. Story – Abusive Sign-ups by Bots 1 3.0M daily sign-ups highest (Oct 2012) 2 1.6M daily sign-ups lowest (Feb 2013) 3 7X ($15 to $100) price increase per 1,000 accts (Jan 2013) 4 2.3M2 new Mail users per month remain 1 year later (6% ret. ) a 5 80K3 viable long-term users out of 1.6M daily new accts “cat & mouse” tactics against abusive bots a Filter varying abusive signals and change anti-bot challenges b Verify mobile # based on “abuse score” 27
  • 28. Sign-up Abuse Detection 90% of registration attempts see varying levels of anti-bot challenges" Good 5% Browser •  Browser type and version •  Plug-ins •  Window size User •  Time spent on page •  Error rate •  CAPTCHA solve time System •  IP address reputation •  Connection latency, bandwidth •  CPU speed Reg Abuse Score System" 95% Bad 28
  • 29. Sign-up Trend Oct 3.0M Jan 1.9M Nov 2.5M Feb 1.6M Dec 1.7M Mar 1.7M 29
  • 30. Price of Y! Account up 7X ($15 to $100) Real-time abuse scoring makes it more costly for abusers to create Y! accts Price increased from $15 to $100 per 1,000 Y! accounts 30
  • 31. Mail Account Count Monthly Millions Only 6% of Mail sign-ups remained active after 12 months 50 45 40 201112 YUID Count 35 201111 201110 30 201109 201108 25 201107 20 201106 201105 15 201104 10 201103 201102 5 201101 0 Usage Month 31
  • 32. Mail Account Retention Over Time Mail User Retention Over Time 120.0% 100.0% 100.0% 80.0% 60.0% 40.0% 18.5% 20.0% 12.1% 10.1% 8.9% 8.0% 7.5% 7.1% 6.8% 6.5% 6.5% 6.7% 6.2% 5.2% M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 0.0% M1 M2 M3 M4 32
  • 33. User Sign-up ID Reclamation (Jul-Aug 2013) Child Account COPPA (Jul 2013) 33
  • 34. Summary – ID Reclamation —  Goal: reclaim inactive IDs @sign-up (Aug 7) —  1.5 billion inactive IDs based on 12-month inactivity —  2 joint solutions —  Increase daily inactive acct deletion (4M to 25+M) —  On Demand Account Reclamation (ODAR) @sign-up —  Action items —  Develop ODAR @Sign-Up —  Qualify “inactive or not” YID —  Give inactive YIDs to “legit” but not “bot” registration —  Support properties to handle ASC2 notifications —  Property to use GUID- or YUID-based data indexing —  Work with Mail, Mktg, PR, CRM, Legal/Policy on service announcement & campaigns 34
  • 35. ID Reclamation @Sign-up Choose ‘joe1’ Choose new ID ID exists? yes Got ‘joe1’ Create ‘joe1’ ID (GUID2) no Reclaim ‘joe1’ Add ‘GUID2’ Properties no Delete inactive ID ‘joe1’ (GUID1) ID inactive? Remove ‘GUID1’ yes yes Abuse? no Notify property of inactive ID ‘joe1’ (GUID1) delete ASC1 existing functions on Reg new functions on Reg 35
  • 36. To Dos – Membership Dates Actions 4/17 Email properties of “To Dos” 5/15 Tech Talks on Handling YID vs. GUID 5/31 Identify inactive accounts •  Migrate from YID- to GUID-based indexing for property data store •  Adopt Membership ASC listening client •  Accts not login in the past 12 months •  Email forwarding treated as “inactive” (premium - $19.99 / yr) •  Update existing “inactive accts” criteria (excl. ‘it’ INTL; Hotjobs) 6/15 Develop “On Demand Account Reclamation” •  API to check “inactive or not” YID for ID selection / suggest •  Anti-abuse to NOT give eligible inactive accts to bot registration •  Test end-to-end flows with selected properties (Mail) 8/7 Open “ODAR” registration to public 36
  • 37. To Dos – Properties Dates Actions 5/31 Index data based on GUID or YUID (not YID) •  User data belonging to old YID ‘joe1’ (GUID1) should not be accessible / linked to the new YID ‘joe1’ (GUID2) Continue doing Handle existing ASC notifications •  Anonymize the deleted YID data – i.e. mask the YID if exposed •  Remove unneeded data for the deleted YID – i.e., Y! Mail data 37
  • 38. Account Segmentation All (UDB) 3,154 Yahoo! 2,994 Partner 160 65 AT&T Non-paid 2,617 64 Nokia Premium1 377 15 BT 7 SKY 3.5 Rogers Active 957 Inactive 1,5443 3 VZ 531 Profile 1 TNZ 30 Flickr 1 Frontier 7 Sports 0 MTS To be del2 113 4 Taobao 4 Locdrop 855 no flag 38
  • 39. Inactive IDs based on ID Lengths 39
  • 40. “Fun” ID Facts 1 ~334M1 (93%) @yahoo.com IDs 2 ~18M (5%) @ymail.com IDs 3 ~3.5M (1%) @rocketmail.com IDs 4 275M of 514M3 (53%) IDs (login last 180 days) have email address (16% verified; 37% un-verified) 5 80M of 355M4 (21%) IDs (login last 90 days) have mobile phone 40
  • 41. Child Account COPPA Compliance Parent Email parent consent or close acct Kid Reg w/ new consent Kid Email Kid Login parent consent or close acct Parent Login parent consent Parent COPPA Consent or Close Acct download data Kid Trap close acct before 7/1 consent Confirmation Data Download Membership to-dos Legal / Care to-do 41
  • 42. User Sign-in Facebook & Google (Jan 2011) FB / Google User Migration (Q4 2013) 42
  • 43. Flows & KPIs: FB / Google Sign-in 1. FB/G auth 3. done 1.056M (100%) FB / G Login CTA 2. reg, bind, return 493K (47%) 412K (39%) +68% -> FB / G Login 69K (6.5%) No 1.056M (100%) Y! acct match FB / G Permissions 493K (47%) Return user? Yes No 79K (7.5%) 148K (14%) Yes 345K (33%) Mini Reg 47K (4.4%) +25% -> Acct Bind 20K (1.9%) Mail Homepage Sports Flickr Messenger Finance 43
  • 44. KPIs: Y vs. FB vs. G Sign-up & Sign-in New Sign-up Users (Daily) Properties Existing Sign-in Users (Daily) YID FB Google YID FB Google 628,000 (93%) 23,000 (3.4%) 24,000 (3.6%) 46,299,000 (99.26%) 218,000 (0.47%) 128,000 (0.27%) Flickr 4,453 (36%) 3,704 (30%) 4,363 (35%) 135,910 (67%) 24,246 (12%) 41,733 (21%) Answers 8,820 (64%) 2,794 (20%) 2,116 (15%) 43,821 (69%) 9,476 (15%) 10,008 (16%) Groups 4,259 (49%) 1,696 (20%) 2,698 (31%) 82,377 (87%) 3,337 (4%) 8,509 (9%) Sports 1,035 (66%) 221 (14%) 314 (20%) 78,678 (68%) 14,973 (13%) 22,385 (19%) Finance 396 (72%) 47 (8%) 111 (20%) 42,045 (98%) 294 (<1%) 734 (<2%) 345,000 (99%) 1,150 (<1%) 1,738 (<1%) 5.098,000 (99%) 24,198 (0.5%) 4,349 (<0.1%) All Props Frontpage 44
  • 45. KPIs: Facebook / Google Sign-in Features All (000) Flickr (000) Mobile (000) 1,056 (100%)1 96 (100%) 216 (100%) UU returns from FB/G auth 493 (47%) 79 (82%) 82 (38%) Existing UU signs in 345 (33%) 66 (69%) 43 (20%) New UU lands on Mini Reg or Acct Bind 148 (14%) 13 (14%) 38 (18%) New UU lands on Mini Reg 69 (6.5%) 11 (11.4%) 15 (7%) New UU completes Mini Reg 47 (4.4%) 8 (8.4%) 12 (5.4%) New UU lands on Acct Bind 79 (7.5%) 2 (2.1%) 23 (10.7%) New UU completes Acct Bind 20 (1.9%) 0.7 (0.7%) 6 (3%) UU clicks FB/G login CTA 1. (x%) represents the % of 100 users started remaining at each sequential step 45
  • 46. Flickr App’s FB/Google Sign-in FB / G Login & Perms New or Return? 3PA API Returning Users New Users Binding Mini Reg or Bind? Mini Reg Mini Reg (BE) Create new hidden ID via API 3PA API Update New Users Signed In 46
  • 47. UX - FB / Google User Migration FB / G sign-in CTA #1 Migration Interstitial – “Return” vs 
 “New” User CTAs #2 #3a – New User “Sign-up” “New” user Current Reg #3b – New User “Sign-in” Return user FB / G login Current Login New user return user? Return user bound to “full” or “hidden” YID? #3c – Return User hidden YID Mail FP Sports Flickr “YID Upgrade” choose YID + pwd #3d – Return User “Sign in with YID” or full YID ‘skip for now’ (3 allowed) 47
  • 48. User Sign-in Account Hacking (Q2 – Q4 2013) 48
  • 49. No One is Un-Hackable 1 Twitter – 250,000 accts (Feb ‘13) 2 NY Times, Wall St. J, Washington Post – reporters / employees ( Feb ‘13) 3 LinkedIn – 6,500,000 accts (Jun ‘12) 4 FB, Apple, MSFT – employee laptops hacked via “water hole” phishing @iphonedevsdk.com (Feb ‘13) 5 Facebook, GMail, Hotmail, Yahoo! – frequent user reports & anecdotes 49 Yahoo! Confidential and Proprietary 49
  • 50. Hacking & Spam – How? Steal cookies or passwords" Got" them" Biggest “Hole” No 2LC for non-web apps Spam" XSS (cookie) Apps Login Malware (pwd) Hacker Mass Breach (pwd) Brute Force (pwd) Phishing (pwd) Mobile / PC Web Login Mail POP/ IMAP/SMTP Smaller “hole” needs to be plugged too My friends complain spam from me? " 50
  • 51. Story – ID Hacking 1 Stolen ID & password (bigger issue) a b 2 Vast % of accts hacked via stolen password - malware, third-party compromise, brute force, phishing Close loop holes – login API & Mail POP/IMAP/SMTP Stolen login cookies (uncommon) a XSS exploits receive media attention but contribute to a smaller % of accounts hacked b Prevent cookies stolen via XSS by issuing “httponly” login cookies (T & F) 51
  • 52. Account Hacking (Q1 Q2-Q4 2013) Stolen password (bigger issue) •  423K1 acct traps set daily for password reset •  Web login is protected by 2nd login challenge •  Login API (incl. mobile) is the “loophole” where hackers are coming in •  Login cha. API + mobile – 4/30 & 5/15 •  Mail POP/IMAP/SMTP - 5/27 •  Trap for partner hacked accts - Apr •  Bcrypt encryption – Jul •  App specific password - Sep •  2-factor auth mobile app – Nov •  Real-time “ML” detection – Nov Stolen cookie (smaller issue) •  XSS exploits receives media attention but results in smaller % of accts compromised •  httponly flag in T / F cookies - 3/25 52
  • 53. Login Alert Email User to opt into 2nd Login Challenge 53
  • 54. # of Identified Hacked IDs 1800000 1600000 1.7M+ compromised by “Russian” hack 1400000 1200000 1000000 Mail anti-spam detection update caught more 800000 600000 400000 200000 0 54
  • 55. Avg Monthly Traps for Hacked IDs All trapped 450,000 400,000 350,000 300,000 250,000 All trapped 200,000 150,000 100,000 50,000 Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Cleared Rate 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Cleared Rate Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 55
  • 56. Trap for Y! Acct Compromised 56
  • 57. Trap for Partner Acct Compromised 57
  • 58. User Sign-in 2nd Login Challenge UX (Q2-Q3 2013) 58
  • 59. 2nd Login Challenge (SMS) – 1, 2 of 6 59
  • 60. 2nd Login Challenge (SMS) – 3, 4.0 of 6 60
  • 61. 2nd Login Challenge (SMS) – 4.1, 5.0 of 6 61
  • 62. 2nd Login Challenge (SMS) – 5.2, 6 of 6 62
  • 63. 2nd Login Challenge (email) – 1, 2 of 6 63
  • 64. 2nd Login Challenge (email) – 3, 4 of 6 64
  • 65. 2nd Login Challenge (email) – 5, 6 of 6 65
  • 66. 2nd Login Challenge (Security Q) – 3.0, 3.1 of 4 66
  • 68. Flow & KPIs: Account Recovery 1. id+CAPTCHA 538K (100%) 2. recovery methods 3. done 225K (42%) 417K (78%) 2 security questions 244K (58%) 46% 112K (50%) alt email address 114K (27%) PC tablet ID + CAPTCHA method ? 73% 83K (37%) mobile phone 36K (9%) 78% 28K (12%) birthday, country, ZIP 24K (6%) 7% 1.6K (1%) 68
  • 69. Acct Recovery (SMS) – 1, 2.0 of 6 69
  • 70. Acct Recovery (SMS) – 2.1, 3 of 6 70
  • 71. Acct Recovery (SMS) – 4.1, 4.2 of 6 71
  • 72. Acct Recovery (SMS) – 4.3, 5.0 of 6 72
  • 73. Acct Recovery (SMS) – 5.1, 6 of 6 73
  • 77. Goals & Decisions Needed Roadmap Goals GA Decisions Needed Single Sign On (SSO) - Sign-In, Sign-Up, Acct Recovery, APIs Jun þ §  YID Reclamation Launch Aug §  Simplify Sign-Up Aug §  Mobile Sign-Up §  YID Only Sign-In Nov §  FB/Google EOL §  Sign-Up Abuse Mitigation May Mobile 2nd Sign-In Challenge May §  Launch approval COPPA Compliance BCrypt Rollout §  Confirm current decisions §  Birth date/gender §  1 or N accts per mobile # Jul þ Jun þ 77
  • 78. ID Reclamation Goal Reclaim inactive IDs @Sign-Up on Jul 1 What?   §  3.1B accounts in UDB (as of 5/7) §  1.5B inactive accounts eligible for ID reclamation §  Inactivity period reduced from 18 to 12 mos §  Daily deletion from 10M to 50M starting 7/1 §  Mail forwarding treated as “inactive” (non-US only) §  Mail forwarding in US available in Mail Plus ($19.99/yr) Confirm  #1   §  Send PSA1 to account’s alternate email address (no mobile SMS) Confirm  #2   §  Send PSA to 6 INTLs only – US, CA, AU, NZ, SG, IN Confirm  #3   §  Accounts excluded from inactive deletion Confirm  #4   §  Continue daily deletion @10M and then to @50M starting Jul 1 §  User reading PSA in Y! Mail would mean account is active §  Per policy, notify impacted INTLs where Mail publicizes deletion policy of “6 mos + 2 mos add’l for each year acct held” (i.e. >3-year old accts) §  Exclude broadband accounts (160M) §  Exclude paid accounts – Flickr Pro, Mail Plus, Small Biz, Commerce (377M) §  Exclude Flickr (30M) 78
  • 79. Simplify Sign-up Options #1 Collect @Sign-In Trap #2 Collect @Sign-Up What? §  Simplify Reg - collect birth date, gender, name @Sign-in N days or Y logins later §  Collect birth date, gender, name @Sign-Up (Mobile & PC) Pros §  Sign-Up simplified (fewer fields) §  Immediate usage – ad target, personalization, UH(name), Flickr(bd/name), TW eCommerce (bd/name/gender) §  Wide user acceptance §  COPPA1 upfront & simplified Cons §  Login hurdle / user annoyance §  Properties2 need own asking §  Users <13 special handling §  Potential user drop-off To-Dos §  New Supp Reg trap §  Mobile Sign-Up re-work 79
  • 80. YID Only Sign-in Goal Migrate FB/Google Users to Y! ID Paths What? §  Direct return users to (1) “Pick a Y! ID/pwd” or (2) “Sign in with Y! ID” §  Direct new users to (1) Y! Sign-up or (2) Y! Sign-in §  Remove FB/Google sign-in CTAs from Sign-Up & Sign-In To-Dos §  Launch migration paths on Jul 1 §  Work with properties (Homerun, GrandSlam) to update in-property “Sign in FB” messaging / CTA §  Work with Mktg / PR for broader messaging §  EOL “Sign in FB/Google” CTAs Confirmation §  Start Jul 1 §  EOL §  Oct 31 (4 months) 80
  • 81. Migration of @ymail Domain Options #1 Migration Optional #2 Migration Mandatory What? §  Continual support for existing @ymail, @rocketmail, @y7mail, @kimo users §  Migration to @yahoo.com1 optional §  Migration to @yahoo.com1 mandatory §  User owns existing & new domains for X months §  EOL “legacy” domains after X Pros §  Users have choice §  1 single ID namespace §  Standard @yahoo brand Cons §  Support for “legacy” domains §  User attrition §  Negative user sentiments To-Dos §  Build migration flows §  Multi-address support §  Build migration flows §  Multi-address support §  EOL announcement Status §  Migration pending Mail’s assessment & LOE scope §  13M @ymail & 5.1M @rocketmail monthly active users (Apr) 81
  • 82. Migration Plan - @ymail Domain —  600K DAUs represent 0.6% of 103M Mail DAUs —  $3M / year at stake since each DAU is worth $5 —  Current UX proposal —  If same ID@yahoo.com available, auto provision ID to user —  If same ID@yahoo.com unavailable, prompt user for new ID —  Support @yahoo.com & @ymail.com for 6 months Users ymail rocketmail total 467,959 151,053 619,012 Active last 30 days 13,144,615 5,132,821 18,277,436 All active accts 61,252,203 37,339,610 98,591,813 Active daily 82
  • 83. Sign-up Anti-Abuse via Mobile # Options #1 “1-to-1” Link #2 “1-to-N” Link What? §  Allow same mobile # to be §  Allow same mobile # to linked to 1 account be linked to N accounts §  N = 3 (recommended) Pros §  Reduce abusive registration §  Enforce 1 acct per user identity policy (Facebook) §  Identify same person owning multiple accounts §  Support multi-accts (Google) Cons §  Prohibit multi-account policy §  Proliferate YIDs in @yahoo.com namespace To-Dos §  UX enforced §  Legal/policy update to align §  SAME 83
  • 84. Mobile 2nd Login Challenge Goal 2nd Login Challenge (2LC) on mobile web What? §  By default, sign-in from new device AND new country will require user to answer a security question or verify via the mobile phone or alt email on account §  If user opted in feature, challenge would trigger when sign-in from new device alone To-Dos §  04/29 Login API supports 2LC §  05/09 Mail IMAP/POP/SMTP auth migrates to Login API §  05/15 2LC on mobile web login §  05/30 2LC in Accts SDK (native UX) §  05/30+ MEP drives Accts SDK across Daily Dozen apps §  Q3 – drive non-Y! apps (IMAP/POP clients) to handle new API response or accept app-specific pwd Confirmation §  05/15 launch on Y! mobile web login (non-native) §  Iterate on mobile web UI to align with native 2LC UI 84
  • 85. BCrypt Password Encryption Goal Deploy BCrypt hash for account password (Phase 1) What?   •  UDB access control to ‘PW/PWI’ key for properties (5/15) •  Mail migrates from RegAuth to Login API (5/10) To-­‐Dos   Apr   •  4/23 to 06/12 (Phase 1) – 150K accounts testing for BCrypt & MD5 and then remove MD5   May   •  05/15 – Tools for BCrypt monitoring and reports Jun   •  06/17 to 07/31 (Phase 2) – 100% users on BCrypt and then remove MD5 Status   •  þ On track •  Driving properties to migrate to new UDB access control of ‘PW/ PWI’ keys by 5/22 (don’t impact Membership timeline) 5/15 •  Jay re-iterated to L2 (email) to comply by 5/15 85
  • 86. Mobilize Membership UX Goal Implement Single Sign On (SSO) for Membership by Jun 30 What?   •  •  •  •  To-­‐Dos   Apr   •  04/22 GA Acct Recovery web UX in Acct SDK (Homerun), Mail iOS •  04/26 GA Flickr Forgot ID web UX   May   •  05/07 TBD GA Sign-Up web UX (GA deferred pending “birth date/ gender”) •  05/08 Reg API integration ready for MEP implementation •  05/17 Acct Recovery API integration ready for MEP implementation •  Late May GA Reg API for mobile Reg (native) Jun   •  Early  Jun  GA  Acct  Recovery  API  for  mobile  Acct  Recovery  (na<ve)   Status   •  •  •  •  New  Acct  Recovery  &  Flickr  Forgot  ID  web  UX   New Sign-Up web UX New Sign-Up API for native UX implementation New  Acct  Recovery  API  for  na<ve  UX  implementa<on   þ On track 5/10  –  final  design  review  of  Sign-­‐Up  &  Acct  Recovery  with  Adam   5/15 – final product review of Sign-Up & Acct Recovery with Adam 5/17  –  GA  before  Flickr’s  5/20  launch   86
  • 87. Next Steps —  Simplify Sign-Up —  —  —  —  Collect birth date & gender @Sign-Up vs. @Sign-in trap Enforce 1 mobile # linking to 1 vs. N account(s) Require SMS verification on mobile Sign-Up Set GA for mobile Sign-Up (5/7 was internal GA) —  Yahoo! ID Reclamation on 7/1 —  Set FB/Google Sign-In EOL Oct 31 —  2nd Login Challenge UX on mobile web browser —  Launch on 5/15 —  Align web UI with native UI pending final design by MEP —  Drive native apps to adopt/deploy 2LC integration 87
  • 89. SSO (1 of 2) Goal (L2) Implement Single Sign On (SSO) for Membership by Jun 30 Goals  (L3  &  L4)   •  Deliver  Login  API  and  Creden<al  Mgmt  by  4/30   Owners   •  Membership  (MBR):  Shouvick,  Andy  W   •  Mobile  &  Emerging  Products  (MEP):  Kirk  L,  Gautam  G   Stakeholders   •  MEP,  Daily  Dozen  Apps   Dependencies   •  MEP  to  drive  its  Acct  SDK  adop<on  by  22  Daily  Dozen  apps  (11  iOS  /  11  Android)   Milestones   Apr   •  04/29  GA  (int1)  Login  API  for  SSO,  2nd  Login  Challenge  (2LC),  Supp  Reg,  an<-­‐bot   May   •  05/30: MEP Acct SDK to enable 2LC UX using MBR API Jun   •  early-­‐Jun:  MEP  Acct  SDK  to  enable  SSO  UX  using  MBR  API   Status   •  MEP  implemen<ng  2LC  using  new  Login  API   •  MEP committed Jun GA to deliver first 2LC & then SSO in its Acct SDK Challenges •  MEP  to  define/drive  Acct  SDK  rollout aggressively for “Daily  Dozen”  apps  since   only  1  (Homerun)  of  22  apps  has  adopted  Acct  SDK  on  4/22.    Mail,  Sports,  Fantasy,   Flickr  next.   89
  • 90. SSO (2 of 2) Goal (L2) Implement Single Sign On (SSO) for Membership by Jun 30 Goals  (L3  &  L4)   •  Deliver  Acct  Recovery  &  Flickr  Forgot  ID  web  UX  in  Apr  &  API  in  Jun   •  Deliver  Sign-­‐Up  web  UX  &  API  in  May   Owners   •  MBR:  Shouvick,  Andy  W;  MEP:  Kirk  Lieb,  Gautam  G   Stakeholders   •  MEP,  Daily  Dozen  Apps   Dependencies   •  MEP to drive its Acct SDK adoption by 22 Daily Dozen apps (11 iOS / 11 Android) Milestones   Apr   •  04/22 GA Acct Recovery web UX in Acct SDK (Homerun), Mail iOS •  04/26 GA Flickr Forgot ID web UX   May   •  05/07 GA (internal) Sign-Up web UX •  05/08 Reg API integration ready for MEP; GA in late May •  05/17 Acct Recovery API integration ready for MEP Jun   •  Early  Jun  -­‐  Acct  Recovery  API  GA   Status   •  Mobile  Sign-­‐Up  public  GA  based  on  MEP’s  Acct  SDK  update  by  Homerun   •  Will  need  to  collect  birth  date/gender  @Sign-­‐Up  or  @Supp  Reg  trap  (MM  review  5/8)   •  Asking  MEP  to  commit  GA  for  na<ve  Sign-­‐Up  &  Acct  Recovery  UX  deliverables  (Fri  5/3)   Challenges •  Mobile Sign-Up web UX launch date TBD pending e-staff decision on DoB/gender collection (Wed 5/8) 90
  • 91. ID Reclamation Goal (L2) Reclaim inactive IDs on Registration Launch on Jul 1 Goals  (L3  &  L4)   •  Identify eligible inactive accounts by 5/15 •  Develop “On Demand Account Reclamation” on Reg by 7/1 Owners   •  Membership:  Shouvick,  Andy  Wu   •  SWAT:  PMM  (Rohit  &  Huong);  PR  (DJ  &  Kate);  Care  (Kieran);  Policy  (Sarah);  CRM  (Carolyn,  Kurt);  Mail   (Lovlesh)   Stakeholders   •  All properties (Mail), UDB, Mktg, PR, Care, Policy, CRM   Dependencies   •  Properties to use GUID/YUID based data indexing (NO YID based indexing) Milestones   Apr   •  Notify properties to use GUID/YUID based data indexing (to-date: no property impact) May   •  05/03 daily account deletion increase from 4M to 15M (goal: 50M daily) •  05/08 final inactive accounts crawl (12-months of inactivity, no email forwarding) Jun   •  05/31 “On Demand Acct Reclamation” @Sign-Up ready for internal E2E testing •  06/03 – 06/14 Email announcement to inactive accounts to “retain or lose” their YIDs •  06/03 – 06/30 PR & Mktg phase 1 (yodel blog, media outreach) Status   •  Mktg/PR/Mail/Legal/Policy/CRM/Membership drafting service email, Mail account deactivation policy update, PR campaign phase 1 •  ODAR @Sign-Up development in-progress Challenges •  þ On track as of Thu 5/2 SWAT team meeting 91
  • 92. Simplify Sign-up Goal Simplify Registration (PC) with collection of 5 user data Goals  (L3  &  L4)   •  Simplify Reg with 5 user data collection – ID, pwd, mobile phone, Facebook, Twitter IDs •  Abuse mitigation Owners   •  Membership:  Shouvick,  Andy  Wu   Stakeholders   •  Properties, Data/Insights, Ad Targeting, Marketing, Legal, Policy   Dependencies   •  e-staff to evaluate the impacts of not collecting birth date and gender Milestones   Apr   •  PRD, UI mocks, Eng design & scope •  5/2 GA remove @ymail, @rocketmail, @kimo (TW) & @y7mail (AU) email domains May   •  Development of simplified Reg Jun   •  Bucket test collection of Facebook ID as “required” vs. “optional” •  6/30 launch simplified Reg flow Status   •  UX design & Eng design in-progress Challenges   •  Team to decide collecting birth date/gender @Sign-Up vs. @Sign-in trap wrt to (1) Ad Targeting, (2) Analytics Reporting & Segmentation, (3) Personalization, (4) COPPA Compliance 92
  • 93. Migrate FB / Google Users to YID Goal Support YID only auth – migrate FB/Google account users to YID Goals  (L3  &  L4)   •  Develop PC and mobile migration flows for new & existing FB/Google auth’d users Owners   •  Membership:  Shouvick,  Andy  Wu   Stakeholders   •  Homerun, Grand Slam, Flickr, MEP all current 3PA consuming properties   , Dependencies   •  Properties (Homerun, Grand Slam, Flickr) to update their own hosted FB/Google sign-in CTAs (incl. contextual messaging to align with Membership’s migration flow) & remove their own hosted FB/Google sign-in CTA at the end of the migration period (Oct 2013) Milestones   Apr   •  PRD, Eng scope May   •  UI mocks, Eng development Jun   •  6/30 launch FB/Google migration flows Nov •  EOL FB/Google sign-in Status   •  Advised Flickr on their 5/20 Android launch – route new FB/G users to Reg/Login while continue signing in returning FB/G users until MBR migration available •  Provide 3PA & YID Upgrade APIs for native app migration Challenges   •  þ On track 93
  • 94. Mobile 2nd Login Challenge Goal (L2) Provide 2nd Login Challenge API and UX across Y! apps Goals  (L3  &  L4)   •  Provide 2nd Login Challenge (2LC) API by 4/30 •  Deliver 2nd Login Challenge (2LC) mobile web UX by 5/15 Owners   •  MBR:  Shouvick,  Andy  W   •  MEP: Kirk L, Gautam G; Mail: Shiv Shankar; Messenger: John Dunning Stakeholders   •  MEP Mail IMAP/POP Login API partners (Y! Messenger, RIM)   , , Dependencies   •  MEP/mobile apps, Mail IMAP/POP client apps to integrate 2LC API or mobile web UX , Milestones   Apr •  04/29 GA (internal1) Login API to support 2nd login challenge May   •  05/09 Mail IMAP/POP/SMTP authentication migrate to Login API •  05/15 GA mobile 2nd Login Challenge web UX •  05/24 GA MEP Acct SDK to enable 2LC UX (native) using MBR Login API Jun   •  Drive adoption & rollout of 2LC across Y! apps (MEP IMAP/POP Messenger) , , Status   •  Working with MEP Mail, & Messenger teams to integrate 2LC within their apps , •  MEP committed late May GA on 2LC within its Acct SDK Challenges •  MEP to drive Daily Dozen apps to deploy MEP‘s Acct SDK with 2LC feature (60% Android & 50% iOS) •  Mail IMAP/POP & Messenger to commit GA dates on adopting/deploying 2LC 94
  • 95. COPPA Compliance Goal Enforce new COPPA compliance by Jul 1 Goals  (L3  &   L4)   •  Develop COPPA Compliance - child instruction and parental consent trap pages Owners   •  MBR:  Shouvick,  Andy  W   •  Trust/Safety:  Leslie  Dunlap,  Megan  Cris<na   Stakeholders   •  Trust/Safety (Leslie D, Megan C), Care, Legal, Privacy   Dependencies   •  Trust/Safety to provide child trap instruction, COPPA consent & confirmation text •  Trust/Safety (with Care) to provide “Data Download” online help page Milestones   Apr   •  04/29 PRD & plan May   •  05/15 Trust/Safety to email children & parents wrt the new COPPA Compliance Jun   •  05/31 GA child trap and parental COPPA consent pages Status   •  Dev in-progress •  UED design pending Challenges   •  þ On track -- Note 5/31 GA deadline is extremely aggressive 95
  • 96. Bcrypt Password Encryption Goal (L2) Deploy Phase 1 of Project Fuku (Bcrypt) for Account Password Goals  (L3  &  L4)   •  Complete BCrypt functionality on Reg, Login, Acct Recovery services •  Deploy Phase 1 rollout across Yahoo! properties Owners   •  Membership:  Shouvick,  Ram  Kordale   Stakeholders   •  UDB, Mail, AMT, PSI, and other properties   Dependencies   •  UDB to manage access rights to ‘PW/PWI’ key for properties (target GA: 5/15) •  Mail to migrate from RegAuth to Login API (target GA: 5/10) – on track Milestones   Apr   •  4/23 to 06/12 (Phase 1) – selected users for BCrypt & MD5 and then remove MD5   May   •  05/15 – Tools for BCrypt monitoring and reports Jun   •  06/17 to 07/31 (Phase 2) – 100% users on BCrypt and then remove MD5 Status   •  Phase 1 WIP - deployed 150K accts to Bcrypt and MD5   •  Monitoring and reports scripts deployed - getting daily stats and reports •  Mail asking token login API to ignore SHF trapped accts for IMAP/POP clients Challenges   •  þ On track -- Driving properties to migrate to new UDB access rights (of ‘PW/PWI’ keys) by 5/15 is “yellow” – Jay re-iterated to L2 (email) to comply by 5/15. 96