A perspective on the importance of understanding the needs of customers and users, and how the UK has broadened its national model as the social, economic, political and risk landscape has change markedly in the last 5 years. The UK government originally invested in the development of a digital identity initiative to enable citizens to prove their identity to log into government services. It has now broadened its strategy, its understanding of who its customers are, to focus on developing a digital identity that interoperates between the public and private sector, between the UK, Europe, and the reset of the world. Alastair will speak about how the UK has evolved its understanding of the value proposition for digital identity, from digital identity as a product, to digital identity as outcome based trust framework that requires collaboration across the UK economy.