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pieter baert
CUSTOMER
EXPERIENCE IN
IDENTIFICATION
SecurIT Innovation Seminar, guest speaker
01-10-2015, Ghelamco Arena, Ghent
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
What is
different
now?
“
”
The key question
Shopping shoes
Before & since smartphones
1.1
Same
needs
+ =New
options
Different
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
adoption
Culture
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
expectations
Business
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 ID
Who 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 lowerthe barrier
towards effortless
payments.
“
”
Digital customer experience
Login as security, pre-filled byyour 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 ourfamilies
Sharing files within social groups
Defining access forteam collaboration
Offering access at anytime & from anywhere
Learning ourweak points & bypassing them
“Online b2c giants set
standards for digital
user experience &
define the expectations
ofyour customers.”
2 Conclusion
How do you respond??
Design principles
for identification
Adopting 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.
Technologywill 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
Howwould 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-aways
Which learnings do you take home and apply?
4
1
When people adopt
newtechnology, both
behaviour and
expectations ofyour
customers change.
“
”
2
The standards for
digital customer
experience are defined
byworldwide 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 ofyour
organisation to handle
business challenges.
“
”
pieter baert
QUESTIONS?
SHOOT!
Pieter Baert
+32 473 667 861
info@pieterbaert.be

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