In order to increase people’s love of IE, we chose to simplify an aspect of Internet usage that causes high levels of disengagement – the captcha.

We genuinely changed the user experience by developing new captcha technology that is human by design and doesn't require time and energy to decipher. The result was extraordinary - the first touch captcha.

All people had to do was touch the IE logo, swipe it across any touch-screen device on any browser and they were immediately verified as a human being.

We partnered with a company that specialized in traditional captcha messaging to deliver this new technology across a network where online signups and transactions occur, ensuring it worked harmoniously.

Finally, by surrounding the captcha with IE’s brand messaging, we reinforced the fact that this liberating new technology was unique, underpinning the key message that IE 'gets you closer to the things you love'.

Our primary goal was to increase users love and affinity for IE, and increase we did. By creating a tool that made a previously tedious feature now simple, immediate and intuitive, we eradicated a universal annoyance and in doing so, endeared IE to people once again.

We realized a 128% lift in people’s belief that IE is perfect for touch. Plus, we increased captcha completion rate by 25% compared to the old design.