OpenID Adoption UX Summit

OpenID Adoption Daniel Jacobson Rob Harles Jonathan Coffman

Plan for the Next Hour
Quick overview of the newly formed Adoption Committee
Current NPR strategy for Identity Sharing
Sears case study
PBS case study
Discussion and feedback from the room

Adoption Committee - Overview
Formerly the Marketing Committee

Adoption Committee Members :
Daniel Jacobson (Chair)
Marc Frons (Vice Chair)
Rob Harles (Online Retailer Sub-Chair)
Brian Kissel
Raj Mata
Bjorn Woltermann
Jonathan Coffman
Joseph Smart
Brian Ellin
Chris Messina

Vision for Adoption Committee for 2010

Surveys and market research
Potential RPs, OPs and end users
Identity sharing trends in the marketplace

Evolve OpenID into a “product”
Create “deployment kits”
Improve usability (eg. Federated FB Connect)
Improve mobile experience

Code Library
Build out code libraries focused on easy implementation
Facilitate sharing and communities

Marketing / Promotions
Enhance OpenID.net
Evangelism at conferences, seminars, etc.
Review the branding strategies around OpenID

(DRAFT) Timeline for Adoption Committee for Early 2010

Refine vision - Early March

Budget - Early April

Break into subcommittees - Early April (after Budget)

Online Retailers
Usability
Marketing and Promotions
Code Development and Management
Survey and Market Analysis

NPR's Perspective on OpenID
NPR's Vision for Identity Sharing
Identity management is critical for NPR
Identity sharing is an important part of the strategy
OpenID is one of several technologies on the NPR radar
End game is shared identities across all public media

Benefits of OpenID for NPR
Convenience for users
Potential for increased registration conversions

Concerns around OpenID for NPR
Usability issues could drive away potential registrants
Value proposition is unknown
Implementation is a technical challenge
NPR's mobile strategy is growing and OpenID needs to accommodate

PBS’ Online Identity Initiative February 2010

What Most People Think Of

When Really Its…

A Little More About That Ecosystem...
PBS is consistently rated as being one of the most trustworthy brands in America.
We serve users across platforms, and of all ages
Parents, educators, and kids
Key stakeholders include member stations, show creators, and partner organizations.
The whole ecosystem is federated, including PBS.org
Ultimately, public media is almost like a microcosm of the web

The Vision
Users ought to be able to move across PBS.org, their local station site, and trusted partner sites and retain their identity and related data.
The technology is progressing nicely toward that goal, but the policy side however is much more far-reaching.

Where PBS Is Now
Release 1 - Implemented OpenID based OP to power internal sites, and sites that were tired of managing their own authentication services. Included core user account data, standard 'redirect' user experience
Release 2 - Implemented UX extension for 'overlay' experience

Where We Want To Go
Short and Medium Term
Enhanced user profiles, including allowing RPs to store extended profile data at the OP
Begin building out the consumer side of system, allow users to connect with and use their 3rd party accounts across ecosystem
Need: Additional market data on consumer demand and acceptance of tying accounts together
Need: Further revision of the UX

What This All Means
We need to protect and insure not only the technical layer, but also the policy layer.
Trust Framework concept seems to be very compelling for the public media space.
PBS has teamed up with the OIDf and ICf to investigate and map out what a Public Media Trust Framework might entail -- talking to Stations, Shows, NPR, and companies like Google and PayPal to envision a time when all of this might come together and to create a path forward.

Questions / Discussion
Daniel Jacobson
[email_address]
@daniel_jacobson
Rob Harles
[email_address]
Jonathan Coffman
[email_address]
@jdcoffman

RP and OP Discussion Ideas Are the views provided by NPR, PBS and Sears representative of the views of other potential RPs? What are other impediments for potential RPs? What is the best way to conduct market surveys and analysis? What should we be asking and/or looking for? What can we do to improve overall usability of OpenID? What can we do to promote awareness and adoption of OpenID by potential end users? What kinds of code libraries would help facilitate easier implementation for potential RPs?

OpenID Adoption UX Summit

by Daniel Jacobson on Feb 25, 2010

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OpenID Adoption UX Summit — Presentation Transcript