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.
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
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
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
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.
!
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