Engineering the Invisible:
A Frictionless SSO for King Arthur Baking
See how we mastered Auth0 and unified a BigCommerce site, Drupal site, and new mobile app on a critical pre-holiday deadline.
A Long-Time Client with a New Ambition
Founded in 1790 as America's first flour company, King Arthur Baking is a 100% employee-owned, founding B Corp. As a long-time MoJo Active client, our relationship is defined by deep technical collaboration—including the award-winning on-demand class system we previously built with their team.
King Arthur returned to MoJo Active with a new, complex challenge: they were launching a mobile app and needed to unify the King Arthur account experience across their entire digital ecosystem.
The High-Stakes Challenge
The vision was to create a single, unified account experience for customers across all of King Arthur's owned channels. This involved working with Auth0, a best-in-class Single Sign-On (SSO) provider, to connect their BigCommerce shop, their Drupal brand site, and their new mobile app built by Open Forge.
This project presented four significant challenges:
- A Critical Roadblock: Migrating all users to a new login system typically requires a forced password reset for the entire customer base. Forcing this on all users right before the holiday shopping season was not an option.
- Checkout Conversion Risk: The new SSO solution, Auth0, would redirect users away from the BigCommerce site to log in. There was concern that if this happened during checkout, it would cause a massive drop in conversions.
- The Tight Timeline: The project kicked off in late September and needed to launch before the critical holiday shopping season, leaving a sub-two-month window for completion.
- New, Sophisticated Technology: Despite Auth0 being a clear best choice for the task at hand, it was the first time that MoJo Active, King Arthur’s internal team, or Open Forge had implemented this solution.
Primary Objectives:
- Migrate all users to Auth0 without forcing a password reset.
- Protect checkout conversion rates with a seamless, non-disruptive login process.
- Successfully launch the entire system on a sub-two-month, pre-holiday timeline.
- Auth0 RepresentativeThis is a really mature setup. These folks are going about it the right way. I don't think they’ll need our professional services engagement given this setup.
Architecture for a Unified Experience
King Arthur’s internal team needed to focus on their main goal: launching the mobile app. MoJo Active stepped in as the technical architect for the entire SSO implementation. We learned the intricate Auth0 system from the ground up and engineered solutions for every challenge.
Key components of the solution included:
Solving the Non-Starter with Progressive Migration: We built a progressive migration solution to avoid a forced password reset. Our team wrote custom scripts that made Auth0 use BigCommerce as the credential source for a customer’s first login. Auth0 invisibly captured the credentials, created the new account, and seamlessly logged the user in. To the customer, the account migration was completely invisible.
Protecting Checkout Conversions: Our developers engineered a seamless redirect cycle. If a user signs in at checkout, the system redirects them to Auth0 and immediately returns them to the same step in the checkout process, eliminating any friction or drop-off.
Re-Architecting the Data Ecosystem: This project required a fundamental “rip and replace” of the data ecosystem. Customer data previously originated in BigCommerce and was pushed to integrations like BloomReach and loyalty systems. We re-architected this entire flow, repositioning Auth0 as the new central source of truth for all customer data.
Empowering All Teams: As we learned to navigate Auth0's comprehensive ecosystem, the MoJo Active team shared best practices & other critical knowledge with the King Arthur and Open Forge teams. The documentation provided saved time and enabled each team to focus on their own integrations.
- Jim Carpenter, MoJo Active, Chief Solutions Officer, Co-OwnerWe were able to jump in, master a sophisticated tool from a major industry player, and assist the other teams as they built their own implementations. That is what success looks like.
Success Is When Nobody Notices
For a project this complex, the ultimate goal was to be invisible. We successfully launched the new SSO system on time, meeting the critical pre-holiday deadline.
Seamless Pre-Holiday Launch: The entire ecosystem was built and launched in under two months, arriving just in time for the holiday rush.
Avoided a Barrier to Launch: The progressive migration allowed the King Arthur customer base to seamlessly transition to the new system with zero forced password resets.
Protected Checkout Conversions: We successfully implemented the seamless checkout login, protecting King Arthur’s conversion funnel from day one.
Enabled the Client’s Core Project: By taking ownership of the new account architecture, we empowered the King Arthur team to focus on their primary goal: launching their new mobile app.
Engineering Momentum Through Technical Leadership
This project was more than an integration; it was an act of technical leadership. It demonstrates MoJo Active’s ability to dive into a brand-new, highly complex technology, master it on a tight deadline, and architect a solution that unifies an entire digital ecosystem. We transformed vision into reality, empowering our client to focus on growth as we engineered lasting momentum for their digital future.