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Customer Experience in Digital Identification

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CUSTOMER EXPERIENCE IN IDENTIFICATION SecurIT Innovation Seminar, guest speaker 01-10-2015, Ghelamco Arena, Ghent pieter baert


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1 Changing expectations When people adopt new possibilities, a change in behaviour and culture leads to different customer or expectations. This is a business challenge.


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The key question ” What is different now? “


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1.1 Shopping shoes Before & since smartphones


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1.1 Basic human needs Same needs + New options = Different behavior


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1.1 Basic human needs I want to feel and look great: buy new shoes + Smartphones, mobile internet & payments = I’m trying shoes offline & buying online


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1.1 Shopping shoes Behavior change, since smartphones • • • • • Checking your bank balance mobile Sending pictures to a friend for feedback Comparing prices online ‘Showrooming’ (trying offline, buying online) …


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Basic human needs “ People have their basic human needs. Adopting new technology drives different behavior. ” 1.1


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1.2 Navigation Before & since GPS


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1.2 Group dynamics Groups + Mass of people adoption = Culture change


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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


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1.2 Mobility 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 …


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1.2 Group dynamics “ The mass adoption of new (tech) possibilities drives a culture change in society. ”


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1.3 Payments Before & since e-banking


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1.3 Impact for business Connected consumers + different expectations = Business challenge


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1.3 Impact for business People bank online on Sunday eve + They expect support from their bank = Bank staff works during weekends


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1.3 Retail banking 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 …


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1.3 Impact for business “ ” Connected consumers have new or different expectations that challenge businesses.


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Conclusion “ As an organisation, you have to respond to changing customer behavior & needs, to obtain succes. ” 1


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2 Digital customer experience in ID Who sets the standards for digital & online customer experience?


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Digital customer experience “ Your Facebook identity has become an ID to manage your online services. ”


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Enabling easy registration & log in


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Offering data import from our social ID


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Allowing us to define role & permission


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Digital customer experience “ ” Browsers linked to cloud platforms collect & access your online accounts.


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Browsers logging forms & passwords


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Helping us to automate registrations


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A simple user profile, that owns your online data


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Personal data is stored and synced cross devices


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Logging all logins from users & devices


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A seamless experience on any device


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Digital customer experience “ E-commerce sites suggest your choices and lower the barrier towards effortless payments. ”


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Login as security, pre-filled by your browser


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Your data is remembered and suggested


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Security isn’t a barrier: no hardware needed


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Once authorised, immediate purchase


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One-click purchase, enabling impulse buying


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Digital customer experience “ ” Mobile platforms are getting under our skin with biometric identification.


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Enabling micro-payments


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Making payments with the touch of a finger


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Using voice as interface and identification


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Tracing & remote control of our devices


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Digital customer experience “ Cloud storage & streaming allow us to manage roles and setup collaboration. ”


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Enabling us to manage our families


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Sharing files within social groups


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Defining access for team collaboration


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Offering access at anytime & from anywhere


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Learning our weak points & bypassing them


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2 Conclusion “Online b2c giants set standards for digital user experience & define the expectations of your customers.”


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? How do you respond?


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3 Design principles for identification Adopting design thinking to define and design digital user experience.


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Design thinking is a user-centered approach to problem solving


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! 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.


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An iterative cyclic proces Empathise Ideate Define Prototype Test The Design Thinking Proces by Stanford Design School


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Example of a tool JOBS TO BE DONE When “An external consultant starts on a project” I want to “Give her access to files using my mobile” So I can “let her do her job within the deadline.”


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Possible design principles for secure identification “ User needs define the desired experience. Technology will follow. ”


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Possible design principles for secure identification “ ” Keep me safe at any given time. Even when I’m behaving unsafely.


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Possible design principles for secure identification “ ” I’m human. Expect me to do wrong. Always help me out.


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Possible design principles for secure identification “ ” Keep it simple. Don’t make me think.


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Possible design principles for secure identification “ ” Offer me access and control from every device and from any location.


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How would you define design principles for digital user experience in security & identification?


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Conclusion ! User centric thinking will generate better solutions & helps you to obtain success.


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4 Take-aways Which learnings do you take home and apply?


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1 When people adopt new technology, both behaviour and expectations of your customers change. ” “


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2 The standards for digital customer experience are defined by worldwide online consumer platforms. ” “


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3 The user experience of identification helps you increase customer satisfaction and attract new clients. ” “


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4 “ Place you customer at the center of your organisation to handle business challenges. ”


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QUESTIONS? SHOOT! Pieter Baert +32 473 667 861 info@pieterbaert.be pieter baert


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