Federated Login has been a "holy grail" in the identity community for a long time. We have known how to do the technical part for a long time. However the industry has constantly tried, and failed, to find a model that was (1) simple for end users, and (2) had a reasonable trust model between the RP (the relying party, which is the site you want to log into) and the IDP (the identity provider, who will identify you to the RP). Google has been experimenting with different user interface models for federated login using the following design principles:

In recent research, WatchMouse found that many of the world's largest online social networks have poor site performance, leaving users waiting for sites to load or encountering errors. Of the 104 sites monitored, the immensely popular Facebook (facebook.com) site was the worst performer; recording a slow load time and more errors than any other monitored site.