The article examines the importance of user experience (UX) in authentication processes, highlighting its impact on the efficiency and comfort of interacting with systems. A review of modern authentication methods shows that, despite the popularity of passwords, existing alternatives can offer a higher level of security. Key criteria for choosing authentication methods are identified as security, ease of use, and accessibility. In the information environment, cyberattacks cause serious harm, threatening the safety of important data and even the full operation of an organization. Malicious actors use various methods to hack systems and steal personal and financial information, leading to significant financial losses and erosion of customer trust. Analytics in this area is an important aspect of company operations. The article analyzes common mistakes organizations make when choosing authentication methods and the impact of cyberattacks on these decisions. Since multi-factor authentication provides control over access to important company systems and allows reducing the risk of data leaks. In addition, its implementation and use save employees' time, making it an effective tool for business protection in the modern digital world.