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pieter baert
CUSTOMER EXPERIENCE IN IDENTIFICATIONSecurIT Innovation Seminar, guest speaker 01-10-2015, Ghelamco Arena, Ghent
Changing expectationsWhen people adopt new possibilities, a change in behaviour and culture leads to different customer or expectations. This is a business challenge.
1
What is different
now?
“
”
The key question
Shopping shoes Before & since smartphones
1.1
Same needs + =New
optionsDifferent behavior
1.1 Basic human needs
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
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
People have their basic human needs.
Adopting new technology drives different behavior.
“
”Basic human needs1.1
Navigation Before & since GPS
1.2
Groups of people + =Mass
adoptionCulture change
1.2 Group dynamics
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
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
The mass adoption of new (tech) possibilities
drives a culture change in society.
“
”
1.2 Group dynamics
Payments Before & since e-banking
1.3
Connected consumers + =different
expectationsBusiness challenge
1.3 Impact for business
People bank online on
Sunday eve+ =
They expect support from
their bank
Bank staff works during
weekends
1.3 Impact for business
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
Connected consumers have new or different
expectations that challenge businesses.
“
”
1.3 Impact for business
As an organisation, you have to respond
to changing customer behavior & needs, to
obtain succes.“
”
1 Conclusion
Digital customer experience in IDWho sets the standards for digital & online customer experience?
2
Your Facebook identity has become
an ID to manage your online services.
“
”
Digital customer experience
Enabling easy registration & log in
Offering data import from our social ID
Allowing us to define role & permission
Browsers linked to cloud platforms
collect & access your online accounts.
“
”
Digital customer experience
Browsers logging forms & passwords
Helping us to automate registrations
A simple user profile, that owns your online data
Personal data is stored and synced cross devices
Logging all logins from users & devices
A seamless experience on any device
E-commerce sites suggest your choices and lower the barrier
towards effortless payments.
“
”
Digital customer experience
Login as security, pre-filled by your browser
Your data is remembered and suggested
Security isn’t a barrier: no hardware needed
Once authorised, immediate purchase
One-click purchase, enabling impulse buying
Mobile platforms are getting under our skin with biometric
identification.
“
”
Digital customer experience
Enabling micro-payments
Making payments with the touch of a finger
Using voice as interface and identification
Tracing & remote control of our devices
Cloud storage & streaming allow us to
manage roles and setup collaboration.
“
”
Digital customer experience
Enabling us to manage our families
Sharing files within social groups
Defining access for team collaboration
Offering access at anytime & from anywhere
Learning our weak points & bypassing them
“Online b2c giants set standards for digital user experience & define the expectations of your customers.”
2 Conclusion
How do you respond??
Design principles for identificationAdopting design thinking to define and design digital user experience.
3
Design thinking is a user-centered approach
to problem solving
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.
!
Empathise
Define
Ideate
Prototype
Test
An iterative cyclic proces
The Design Thinking Proces by Stanford Design School
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
User needs define the desired experience.
Technology will follow.
“
”
Possible design principles for secure identification
Keep me safe at any given time. Even
when I’m behaving unsafely.
“
”
Possible design principles for secure identification
I’m human. Expect me to do wrong.
Always help me out.
“
”
Possible design principles for secure identification
Keep it simple. Don’t make me think.
“
”
Possible design principles for secure identification
Offer me access and control from every
device and from any location.
“
”
Possible design principles for secure identification
How would you define design principles for
digital user experience in security & identification?
User centric thinking will generate better solutions & helps you to obtain success.
!
Conclusion
Take-awaysWhich learnings do you take home and apply?
4
1
When people adopt new technology, both
behaviour and expectations of your customers change.
“
”
2
The standards for digital customer
experience are defined by worldwide online consumer platforms.
“
”
3
The user experience of identification helps you
increase customer satisfaction and
attract new clients.“
”
4
Place you customer at the center of your
organisation to handle business challenges.
“
”
