The User Experience Panel

Systems forme from Christian boy from behavioral science lab focus. This panel is on user experience. So maybe jumping off from what we were just doing, Christian, talking about how the, some of the theoretical context of what your research is concluded, how this translates into user experience, particularly in light of consumer the next presentation more. But when we talk about consumer experiences right now, most markets have shut down product. There's only handful of good customer brands.

We deliver utility, do it in a way that seeds it's all in our world of invisible rents and good invisible rents are not there because they do everything you expect them to do. Google is one, Gmail delivers everything you want every time without any problems. Think about the brand because it's actually delivering on the expectation over and over again. So what we have found, if you're able to deliver utility, people are more slightly actually engaged with you, and it's a way stronger predictor and people's behavior.

If you understand what they want and the wake of the new regulation in Europe, it becomes even more relevant because if you're able to build something that they want, people will deeply engage with you and maybe offer you information that they're willing to be instead of you scraping from, or don't have behavior. I think you really, in order to build relationships with customers, you have that information. That's welcome to them.

So in the wake of the new regulations, important to deliver what people need, because if you deliver them what you need, they actually, what would you give you maybe a certain layer of the only that we have talking about? So that's where we coming from.

That's more definitive, but I mean, certainly I think when we're working with our clients, one of the key functions as the part process, it's understanding ultimately they have outcomes and goals that they're trying to achieve, whether that is, you know, I'm gonna increase my unknown registered users by 35%, or I, I want to be able to ensure that I'm capturing consent to not only terms and service or data privacy policies, but to the actual value that they're looking to sign up for.

So, and so I think when I think of user experience in that sense, I think if, how do we create it to be a really a natural part of their brand? How do we create it to be a part of the, the experience in, in the end user? Who's ultimately trying to learn more about the product or service because that's when they're on the site to begin with. And then how do we think about that?

And just saying at this point in time, what is the right amount of information we should request to capture based on what it is that they're doing, and that changes over the course of, of the relationship between brand user. And so we it's, you know, we're not blessed with, with hard facts and science and data that we work with.

We do do, we, we are putting things into our solution based on customer requests so that we can determine better practices than the best practices we have now using analytics and a little bit of behavior capture, you know, how long did they spend on how long did they, they spend on the registration form before they filled it out? Or, or was there a particular feel of the registration form that they dropped off and therefore did not be able to convert and create that, that registered user. And then, then you could, you know, take that further down the line.

So I think it's a combination of our and science to determine, you know, are we delivering the right experience for the users? So what does that mean for, or when we're working with our clients in the different brands, is, is, are we working with the eCommerce team? Are we working with the CMS team? Are we working with the, with their UI team to ensure that when they're building out that UI and that user experience, it's lonely in line to their brand guidelines, but it's also line to help them get to that known user classroom.

Interesting to say is that we need to be able to measure user user experience, which is, and privacy. I think users are okay to give some privacy if they trust the, if they to have control about requiring the customers and getting their consent to share the data. We must also think about being able to drop off must give the opportunity. The user must feel actually him, whether he will or not. He's not relevant if he that helps.

No, absolutely see any question. I've heard the relationship between a consumer and a brand compared to a courtship, you know, that starts with a casual acquaintance and then moves into, you know, a dating and then eventually, you know, they, they get together for life and they, they love each other forever in, and I've heard some, some similar themes about consent only comes with trust as the consumer begins to trust that brand.

They're willing to give more and more just like they would in a relationship, you know, later in the relationship with more so Christian in particular, in your studies of behavior, is that a nice story that goes along with marketing or is that, is that relationship, is that analogy consistent with what you see? I would say it's a great analogy. So relationships let's stick there from moment relationship, relationship. It starts with going on a date, following your life and continuing that relationship.

The reason why we continue that relationship, the expectation we have in our minds about this person, smart funding, loving, caring is fulfill everything, right. They fulfill our expectation every single day and growth and see how that, that's why we stick with personally, the present trace our trust cheese. We lose that engagement. We actually eventually believe the same hold truth to products, to your point, if the product fulfills some expectation, what I expect to do it creates trust and it goes stronger and stronger.

And the stronger that is, the more you fulfilled it, actually, isn't able you to labs by, sorry, what we do everything possible to change cause did everything. So, yeah, I think that it's whole hardly true. I think a lot of companies get wrong cause they don't tell you about the data breach you out.

So it's, I think more relevant today as data would be breached at some point, how do you, how do you make sure that we still have back? I mean, it is, it is what it is, but if you deliver on the expectation that people have, we have the expectation there, right?

If I, you have to be engaging with, if it's a great analogy, I think should, So I would actually say something probably slightly contrarian only for the sake of, I think it's based. I think everything's based on a point time and then what it is that you're trying to get after. Right. Let's take a great example. When you're a first time, he's run a digital property, you get that freaking annoying cookie policy consent, right? You consent to have this cookie and cookie track you while you're continuing on nine times outta 10, you can click it. Yes. I'm ready to move on.

If you actually take the time to read what's in that policy, there's a lot of information that they're tracking about that you may or may not be comfortable with, but the pure fact that you can get to it at that point is, is an interesting, I think, scenario and the fact that people are just willing to accept it cause they want move on and get to the think of they wanna get to, I think it, I think to me, if you're, if you're using the relationship analogy, which is a great analogy Based on the, that end, user's I think state with the brand they're willing their need to get to that information is greater than what it is that they're actually consenting to.

And so they're, they're all of us as consumers that are just kind of like, let's get this outta the way, cuz it's actually a bit more of an intrusion as an annoyance factor. So I think that that's one thing. And the point there is that as, as that user continues on with the brand, I think the expectation for what is being delivered in, in exchange for the information, I think the minute, once that user is starting to exchange more information actually about them, that's very specific and determined. Right. Then I think that the expectation goes up and how that information is then being used.

Yeah. Agree. I would say that clicking yes. On the cookies is like saying yes, of course. I love you. Maybe it's going on. Just Maybe it's accepting the fact that something winked on you online or Something.

Can I, can I, that's going back to this relationship analysis, of course we click on cookie cause we wanna get rid of it. Cause we want that more information. We Have a totally good Relationship. I go through because I want more information. The same analogy is what I showed you guys is decision process season. I don't need someone might it's okay. You don't put the toilet, you fulfill my expectation on at, so you need to understand what the customer wants to make. I think that's the most important part.

And I think most companies are not CustomerCentric they're treated, they just have a product. They hope the product will survive cause it can make, but it's not what customers want. The brands really succeed at the end of the day will deliver utility and they will be providing what customers truly want. And they will have access to more information that they actually want in the new future. And I think they a compensation in Paris and somebody said, what is the utility for the customer are having my data? And the question will come.

Cause eventually if people understand, I have access to my data, what do I get from? Yeah. What problem is specific cookie policy, which is just the city regulation that I think websites are being seen to when they just showed public big or okay. And greater estimator on the things.

Actually, if I don't engage yet with your, your brand, what is the need cookie I can make? I can show your faith as a brand.

I, I can provide with a real choice of saying no things. And maybe later when I want to engage, I, I can share some, some personal things on this, the way most websites firmly them, that it just tell you if you want to just read information about my product, just really this C because I'm C2. And I think that is very, you mentioned, I think you were making a good point too, about how, how a company responds to a breach. I think there is there's good ways and bad ways.

And over the last couple of years of receiving both, you know, like in the case of Yahoo, where they drag their feet and then drag their feet and years later, they go, oh yeah, there's like another 8 billion accounts that we lost. Sorry.

You know, you could argue maybe the markets punish them with a diminished casualization and you know, the sale, but then there's also cases like Equifax where, you know, they drag their feet too. And then, you know, you're wondering, well, let's see the exec sold some stock before they made this announcement. Yeah.

There's, there's definitely good ways to do it and bad ways to do it. And earlier today, I don't think it was actually being all that flipped by saying there are cus companies that are not that interested in customer service. So when we talk about, you know, building a proper user experience using consumer identity solutions, that has to be predicated on companies and organizations actually wanting to deliver pleasant user experiences. You know, I also think that there's user experiences that we just don't know yet.

I think there are highly innovative companies out there that are, that are introducing you user experiences, unbeknown to us. And when the first time you run against it kind of scratch your head, but then you recognize that it works out for me. I think Amazon is a great example of this and they've done this historically, right? And Amazon builds everything, right? So they build their own CI. They build their own identity, their own profile, everything they do and they do in house.

But you know, when you start with that kind of that one click payment system that they had, and then just you think through just the mechanics of what they're actually being able to do there, that's pretty great. Their latest one is another one. If you've ever had an issue with an order that has come to you, have you ever tried looking for customer contact or support link in Amazon? I tried recently because I had an order that was sent to me.

I, I paid extra money so I could get something on a particular delivery date. I recognized that they didn't deliver it on time. And I was a little upset. So I thought, okay, let me go to my account profile. And I'm a prime member.

So, you know, I, I pay for this for this kind of value. And so I don't, I looked and I searched and I searched, I search, I don't think too about account profiles. And this is really hard to find why can I not find because we're support page and low and behold, you really just can't find one. There is no contact us link here. Did you have a problem with your order? Let us know nothing. But what did happen was within 24 hours of my item not being delivered to me, they sent me an automated email saying, we recognize that your item was not delivered to you. We have refunded you back.

The, the extra money you paid for shipping, this item will be sent to you at this time. They kind of took care of it for me.

Now, if I had known that that was the experience I was gonna have, I would've just sat back. But for that 24 hour period, as a little frustrated and peed about it, but now we know they just kind of took care of it. And that's another layer.

I think, of user experience that we're gonna start witnessing with big terms and terminology like machine learning and artificial intelligence, those words that we love to say, but actually applied use cases of where they're, they're constantly monitoring, looking and determining, oh, something was not right. Let's fix it. I like that notion automated customer service giving you kind of what you expect and would want be asking for anyway.

Yeah, it's a good, Did you question? Yeah. I was approaching the topic from bit different angle user, the user experience, the customer, the dramatically, if just sharing your Spotify with your kids and wait for recommendations is fun on Netflix and films that you don't want to see.

So how, how does an user experience deal with people behaving differently and even contradictory? And how can, how deep do you dig into different view of behaviors? Do you improve people?

Do you, how should company work from aspect with different expectations and different of behavior, different expectations? What I think you mentioned Netflix, they allow for multiple account, multiple ERs inside the single customer accounts. So I think that's, that's the current state of the art expectation from the, I think we will move to automatically recognize there are several people behind this and I don't have to specifically choose my account purposely not looking at the game from episodes and to up to that, that's someone different.

And I think really well provide a better user experience here. But the list that can be done I think is, is knowledge that there are much customer it's that you're going to build the same, the same person for all usage. And if your policy is to allow that fine, if your policy is to family accounts and personal accounts, you're going to, that's your choice. And I would say Netflix knows Darnel that people are sharing their, their account, their username and password across our family members, because they easily can see that, you know, how is, how is this show?

How is house of cards being viewed at the exact same time a Katie show is being viewed like 50 miles away. And that, that would be like our family situation, right? So they know, but they're allowing it and, and, and that's fair, but to your other side, you know, again, we do work with customers where householding is, is important, right?

And, and being able to understand within the account profile, think, think travel and hospitality as a great example, you can book, you know, I can go ahead and book a book, a travel and using my account profile, but then I want to be able to add my husband to my account profile so that he could add on or make changes as well, but I have to give him authorization to do so. Otherwise, you know, you could think that if somebody did was an authorized, could kind of misuse that and maybe screw up my vacation plan. So I think there's different.

I think based on the industry that you're in and the clients you're dealing with really determines, you know, the level of access and authorization you want to give within your account. I'm not an expert. I seen it by the way. But what I know is that what we have seen in our research is it will come, that companies have to personalization to a point that you have toand. This is me. And that you have to, I don't want be bombarded with game on throne because I'm not watching it. So give me suggestion that I believe.

And I think whether it's in family or not, I think at some point some, we talked about voice recognition, right? That tools will be able to recognize your voice, knowing that if you talk, it's actually me. So my son is not my daughter. If you're not able currently to prioritize a or identify people on individual basis, you pretty expect personalization. So person advice, that's different, maybe between seven seconds, you have, but hundred seconds that have different irrational behavior that you see. Can't describe people.

So the companies, again, delivering individual irrational behavior that, and I think every industry is concerned as far as there is a customer involved. I think about many use cases in the connecting power. For instance, you want to, to, to share, you want to, to people. So you want to, even, even in the business partnership in the car industry, you want to give free management and you personalized authorization to, to your drivers and you have to the has to be to I the correct person, the CS experience. That's your question.

So I know we've been talking about retail and media, which for often so called poster child for consumer identity, we've also hinted a little bit at finance. What would you say about two other industries that, that healthcare, in terms of user experience and what are you doing any work or working with any customers who are trying to implement like citizen government and how might that in terms of user experience?

Yeah, I'm not sure I'm not an expert in that film also, but I think, I think we want nice judge means yet serious, huge one. I talking about trans France go provides a system to, to allow citizens to log in with the same accounts to several services providing at the same time, some privacy, you cannot specific Excel. I'm going to Excel services. It's well designed. So I expect that from, from the government prior with a useful tool, which protects my, my privacy in some way yet the better experience needs to be nice.

So I want to, to once and accept prior services, I want to change my, my information for instance, my, my post address. It's easy for me. If that that information gets shared automatically with my consents to any services. Cause I want to update my current registration. I want to pay a bill for, for kids at my C website. So user experience is, is important, but I want that to be serious manner and you expect the government to do that perfectly.

So, so I can, except I can accept some friction. I'm ready to trade some friction for seriousness. And I don't want Facebook to share that information, knowing if I don't know about that, I'm this can be good. Cause that's important stuff I want to do with, with this person. Yeah. And I think it was like earlier there there's a different industries will lend a Different balance between experience and security and privacy compliance. You mentioned healthcare and we're seeing definitely within the pharma industry, a very strong uptake in wanting two things.

One is to drive, to drive a better experience between healthcare providers, a better healthcare professionals interacting with directly with, with a pharmaceutical company or medicine or whatever that, that they may offer or, or the disease of specialty that, that they're, that they're attributed to. And then the second thing is that farmers really want drive a better consumer channel. And as part of that, they're kind of navigating the ways of thinking about how, how to go about that.

And it's not a little too dissimilar from CPGs wanting to do the same thing, or they're trying to drive maybe more eCommerce or more brand recognition through their website, which typically you wouldn't really think, think about that for certain CPGs. Think about case for so detergent, right? How many times are you going to directly to that, to that branch website versus just going to the store and buying it or getting the weekly mailer for a coupon on it?

That being said, I think the user experience back to the pharma example is really striking a really important balance between the information privacy around the information that you're capturing and ensuring that that meets the right regulatory requirements. Like in the us, for example, we have HIPAA and being able to ensure that that, that, that patient's information is, is encrypted and stored in accordance to HIPAA is very important and not shared. But then also that that user experience, you gonna still want the same things.

You know, if I'm looking up my prescription or I'm asking for a refill, or if, or if I'm trying to just simply schedule an appointment, you know, you wanna be able to make that as seamless as possible in while ensuring the confidence that their information is being managed in a secure and in privacy compliant way. We talked about frictions.

Good, good analogy. Where again, go back to some research. I think there's a lot of literature on it. The more time the customers spend on something more, the less likely actually engage. So you can reduce of time of spend and work something. Then what likely people actually going back to friction, if there is friction, if this is not what I, something really, really, really, really want I'm actually. So I think for anyone, how much information is really needed to get one, I think that's a good question. Insurance.

How to me, right. To get that one thing you need my whole life for my parents and makeup parents, or is it just okay.

My name, my birthday. So that seems less time consuming approach. I think so. So a lot of companies very well have any other questions, TJ, did you have comments? I was just gonna comment on public sector and citizen engagement. So I think that there are two main categories of news cases for the local government. They behave very much like travel company and they're competing event other municipalities for the loyalty and participation of their citizens compared to their other options, whether it be in a larger form of government or neighboring communities.

And so it's across between travel leisure company and a bank, because they're also has to be that trust, whether they're getting adult license or paying a fine or getting a permit. So that's one, a lot of clear applicability of private sector use cases being used for local governments. The second is more the federal and this varies dramatically between types of country. So Singapore, New Zealand, Fiji, they're one country, one state, one city effectively. They control everything. And so it's, it's their, their own item.

But when it comes to Australia, us European countries, then they have a real challenge coordinating identities between their different departments and offices and jurisdictions.

And so they're using customers, we'll call it citizen identity management in order to verify that that person is the same person in one instance, or to one department or agency as they are another in, in one case, they found that the most reliable identity source was actually the post office that people will lie to department of human services or to, you know, tax office, but they will always want to get their mail vote. So they're actually federating identities against that golden record, his house in the post office. And then everybody else draws from that.

And they're finding tremendous value in being able to aggregate all those identities together, to reconcile them and help with the, the data governance and cleansing. So that over time you have a single view of the citizen. Yeah. Excellent point. I know think Netherlands and maybe Denmark, the postal record is kind the record to go for. Cause like you said, people want their mail, but they may not be totally honest with every other government agency they might have to interact or yeah, I can friends.

The post is also an Analyst product and what's interesting is they, they can use face to face credential delivery. So instead of day, your guide is going to knock at your door and ask for an it's to you credentials face to face involvement.

So, so that provides higher level of confidence, higher level of trust. When you connect on services, this compared to the same process in the department, you okay, thanks to the panel.