The article starts with the words "Imagine you want to try the service offered by a site, but you have to log in to be able to do it." That's a problem statemen

The article starts with the words "Imagine you want to try the service offered by a site, but you have to log in to be able to do it." That's a problem statement, and the solution is clear: Let users try your service without forcing them to log in. That's it. It's that simple: Offer a demo. No third-party two-factor-authentication-by-people-who-don't-understand-what-two-factor-means stuff needed. Once you have people hooked, they will gladly open an account if they intend to return.