Blog went passwordless with Magic and accelerated time to market 2X

Micky Teng · May 10, 2021 went passwordless with Magic and accelerated time to market 2X

Imagine if you could identify, analyze, and fix incidents before customers tell you about them.

That’s what is focused on. helps bring clarity and transparency to incidents for faster resolve time. Without writing any code, you can get unlimited alerts via phone, SMS text, email, and Slack for any issues in your software stack.

Their newest product takes this one step further, helping dev teams with a modern “days without incident” timer.

Leading up to launch, the team decisively steered clear of the pain and security risk associated with password-based authentication. By implementing Magic, they were able to speed up cycles, rapidly iterate on the core product, and cut time to market in half.

#The high cost of passwords

With Incidents Timer, you can keep track of major incidents with a simple to use and beautifully designed experience.

When considering authentication and onboarding, co-founder Pruthvi Haral wanted to ensure that product simplicity came through for developers and end-users.

From experience as a developer and Product Manager, he knows first-hand how complex and time-consuming building standard username and password auth from scratch can be.

“Auth has never been something I liked to work on. The headaches just never end. Even for the smallest product, you have to deal with the signup form, login form, forgot password form, reset passwords form, email deliverability, design, etc.”

Prior to, Pruthvi worked full-time on another developer-first product. That experience opened his eyes to the vast range of challenges that come with maintaining passwords. Between plaintext, hashing, and storage, password-based authentication was not worth reinventing the wheel — especially with the core product as the competing priority.

With these learnings in mind, it became clear that passwordless auth — specifically, email magic links that Slack helped popularize — provided a seamless onboarding flow without sacrificing security or UX.

#Secure, passwordless login

Pruthvi discovered Magic through OnDeck, finding exactly what his team needed to sidestep passwords. After testing it out locally, the team was immediately impressed with the slick design and smooth user experience.

Coupled with the “security specialization, dashboard benefits, and startup perks”, it was a no-brainer decision to implement magic links for Incidents Timer.

“I was pleasantly surprised there was a product that simplified magic links! Magic checks all the boxes — easy to implement, founded by security experts, backed by amazing investors.”

You can watch the onboarding here.

#2X faster time to market

With help from Magic, cut down time on passwordless authentication considerably — from what would have been several weeks and cycles, into just a matter of days. This win led to an even bigger win: time savings meant the team could launch their newest product into the world, 2X faster.

“Velocity is vital for lean teams. With Magic, we could dedicate more time and energy towards launching sooner and growing our newest product.”

What started as a need to solve their own pain points quickly evolved into a way to give back to the community. Incidents Timer is free for software teams.

This latest release strengthens’s goal to make it simple for developers to manage alerts swiftly and deliver more reliability for customers. Because every dev optimizes for speed. Especially when it comes to incidents.

Let's make some magic! went passwordless with Magic and accelerated time to market 2X