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Customer Experience in digital identification


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Keynote at the SecurIT Innovation seminar. I focused on changing customer behaviour, user needs and how design thinking can help you create an optimal digital user experience.

Published in: Design

Customer Experience in digital identification

  1. pieter baert CUSTOMER EXPERIENCE IN IDENTIFICATION SecurIT Innovation Seminar, guest speaker 01-10-2015, Ghelamco Arena, Ghent
  2. Changing expectations When people adopt new possibilities, a change in behaviour and culture leads to different customer or expectations. This is a business challenge. 1
  3. What is different now? “ ” The key question
  4. Shopping shoes Before & since smartphones 1.1
  5. Same needs + =New options Different behavior 1.1 Basic human needs
  6. I want to feel and look great: buy new shoes + = 1.1 Basic human needs Smartphones, mobile internet & payments I’m trying shoes offline & buying online
  7. 1.1 Behavior change, since smartphones • Checking your bank balance mobile • Sending pictures to a friend for feedback • Comparing prices online • ‘Showrooming’ (trying offline, buying online) • … Shopping shoes
  8. People have their basic human needs. Adopting new technology drives different behavior. “ ” Basic human needs1.1
  9. Navigation Before & since GPS 1.2
  10. Groups of people + =Mass adoption Culture change 1.2 Group dynamics
  11. We set up a meeting in Ghent + = We have gps with real time traffic info We share updates of our ETA’s in traffic 1.2 Group dynamics
  12. 1.2 Culture change, since smart devices • You no longer share route descriptions • You go on holiday with no idea of the route • Live traffic lets you announce you’ll be late • You have a realtime guide to public transport • … Mobility
  13. The mass adoption of new (tech) possibilities drives a culture change in society. “ ” 1.2 Group dynamics
  14. Payments Before & since e-banking 1.3
  15. Connected consumers + =different expectations Business challenge 1.3 Impact for business
  16. People bank online on Sunday eve + = They expect support from their bank Bank staff works during weekends 1.3 Impact for business
  17. 1.3 Culture change, since e-banking • Customers bank 24/7 and ask for support • Online self service & offline expert advice • Protect customers from cyber crime • Online payments allowed e-commerce • … Retail banking
  18. Connected consumers have new or different expectations that challenge businesses. “ ” 1.3 Impact for business
  19. As an organisation, you have to respond to changing customer behavior & needs, to obtain succes. “ ” 1 Conclusion
  20. Digital customer experience in ID Who sets the standards for digital & online customer experience? 2
  21. Your Facebook identity has become an ID to manage your online services. “ ” Digital customer experience
  22. Enabling easy registration & log in
  23. Offering data import from our social ID
  24. Allowing us to define role & permission
  25. Browsers linked to cloud platforms collect & access your online accounts. “ ” Digital customer experience
  26. Browsers logging forms & passwords
  27. Helping us to automate registrations
  28. A simple user profile, that owns your online data
  29. Personal data is stored and synced cross devices
  30. Logging all logins from users & devices
  31. A seamless experience on any device
  32. E-commerce sites suggest your choices and lowerthe barrier towards effortless payments. “ ” Digital customer experience
  33. Login as security, pre-filled byyour browser
  34. Your data is remembered and suggested
  35. Security isn’t a barrier: no hardware needed
  36. Once authorised, immediate purchase
  37. One-click purchase, enabling impulse buying
  38. Mobile platforms are getting under our skin with biometric identification. “ ” Digital customer experience
  39. Enabling micro-payments
  40. Making payments with the touch of a finger
  41. Using voice as interface and identification
  42. Tracing & remote control of our devices
  43. Cloud storage & streaming allow us to manage roles and setup collaboration. “ ” Digital customer experience
  44. Enabling us to manage ourfamilies
  45. Sharing files within social groups
  46. Defining access forteam collaboration
  47. Offering access at anytime & from anywhere
  48. Learning ourweak points & bypassing them
  49. “Online b2c giants set standards for digital user experience & define the expectations ofyour customers.” 2 Conclusion
  50. How do you respond??
  51. Design principles for identification Adopting design thinking to define and design digital user experience. 3
  52. Design thinking is a user-centered approach to problem solving
  53. People-centered You start from what people, users, customers, consumers, (…) need or want to do. Their motivations and the problems they are trying to solve. Empathy is key. It’s not about you. You need the ability to understand and share the feelings of others. !
  54. Empathise Define Ideate Prototype Test An iterative cyclic proces The Design Thinking Proces by Stanford Design School
  55. JOBS TO BE DONE When I want to So I can “An external consultant starts on a project” “Give her access to files using my mobile” “let her do her job within the deadline.” Example of a tool
  56. User needs define the desired experience. Technologywill follow. “ ” Possible design principles for secure identification
  57. Keep me safe at any given time. Even when I’m behaving unsafely. “ ” Possible design principles for secure identification
  58. I’m human. Expect me to do wrong. Always help me out. “ ” Possible design principles for secure identification
  59. Keep it simple. Don’t make me think. “ ” Possible design principles for secure identification
  60. Offer me access and control from every device and from any location. “ ” Possible design principles for secure identification
  61. Howwould you define design principles for digital user experience in security & identification?
  62. User centric thinking will generate better solutions & helps you to obtain success. ! Conclusion
  63. Take-aways Which learnings do you take home and apply? 4
  64. 1 When people adopt newtechnology, both behaviour and expectations ofyour customers change. “ ”
  65. 2 The standards for digital customer experience are defined byworldwide online consumer platforms. “ ”
  66. 3 The user experience of identification helps you increase customer satisfaction and attract new clients. “ ”
  67. 4 Place you customer at the center ofyour organisation to handle business challenges. “ ”
  68. pieter baert QUESTIONS? SHOOT! Pieter Baert +32 473 667 861