Poorly designed authentication experiences to counter fraud have an adverse impact on customerengagement, fraud mitigation, and operationalefficiency. Thecurrent 3D Secure(3DS) protocol, wheretransactions are authenticated through a static password or a one-time passcode (OTP), has inherent limitations. The additional step during the checkout process results in high cart abandonment among customers. The user experience impact is especially pronounced in mobile apps, where applying 3D Secure may redirect customers out of the native app and onto a bank’s website that isn’t optimized for mobile devices.