Jas Sagoo: The Business Balancing Act: User Experience and Security

Hello. My name is Ja and I am from wa zero. Today. I will talk about identity as enabled to secure access to digital services and a great user experience for your customers.

First, let's have a look at some case that we've results by PWC or user experience. Now, one in three users say that they will abandon a solution or an online journey or transaction. Should they have a negative experience? Surprise. I'm not 80% of our participants said that they need that the experience needs to be quick and fast. So if they're performing a transaction, if they wanna performing a purchase, it needs to be within three to five mouse clicks, not 10 or 11 different screens. And 25 mouse clicks.

63% of the customer said that they're willing to share more personal data with, for the right experience. And 54% said that from all their online interactions, there's a huge number of applications and online websites that could do with an improvement in their user experience. And lastly, 16% said that they would pay a premium price for a great customer experience.

Now, you're not surprised at that point, are you let's have a look at some of the five biggest eCommerce trends from data collected in 2021. So in 2021, it's predicted the value of eCommerce transactions online will be around 4.9 trillion, but by 2024, that value will be 6.4 trillion. That staggering, what we are also finding is that during the pandemic youngsters or young consumers spent 67% more during this lockdown period, which means that they're using more online services.

We've seen a huge increase in the number of users and consumers who are using mobile phones to do their online transactions. And just online transactions from mobile devices sums up to around 3.79 million trillion by 2022. And finally 57% of the company said the day 57% of consumers, that they will do new business with new organizations who are coming online, which shows the level of confidence that that consumers have in online purchases and in online services. And finally, something that you already know, consumers are willing to pay slightly more for a better customer experience.

Now, why isn't everyone doing that? Why isn't everyone going online and providing digital services online? It does have its challenges, and it's not that simple. So let's have a look at it. The first point is around changes in demographics. We have a large distributed age range across our consumers. They all have different needs. They have all different requirements around you, how they wanna access those certain services, the level of complexity or business, you know, they want to interact with those services.

So these are some of the points that need to be taken into consideration, but convenience is still, you know, number one up there. The other, the other point is that there is a competing ecosystem where organizations want to go online. They want to accelerate their online presence, what tools they use, what techniques do they use to accelerate the, these online services. Then we have the empowered consumer. We have the empowered consumer.

Who's got a lot of choice choice in terms of how they access these services, whether it's through a desktop, whether it's through a web application or whether it's through a mobile device. And again, it's not only how they access the services, but you know, which access, which services they choose to interact with. And then you have the distrust for consumer the consumer who wants to understand the organization behind an application or a website or a web app.

These organizations have to be organizations that are moral and have a certain standard when they, when it comes to how they manufacture their goods and services and how they provision these services online. And finally, there's an increase, huge increase in mobile mobile adoption. How do you, you keep up with the right devices, the right mobile applications and technologies to support your online services. So these are some of the challenges in moving some of your services online.

Now, these challenges are not specific to just one or two industries, if they are relevant to all these industries that you see on my screen here in healthcare, you know, citizens want all access to, you know, better services so that they can manage their health better.

They are used to probably in the world of retail, by which they are accessing services with three or four miles clicks and are, and, you know, complete transactions and likewise in healthcare, whether they are, you know, having online consult consultancies, or whether they are keeping fit, you know, they want that same experience in terms of finance exactly the same. We've seen a huge explosion in media companies coming online, giving access to online entertainment, to citizens and consumers. We're seeing an explosion of online education services fueled by the pandemic.

We've seen restaurants, change business models and starting to offer a delivery experience through an online purchasing model, you know, during the pandemic and so on. And we've seen retail is leading the path with these online services. So the challenges and the trends apply to every business that you are seeing across the economy. So let's have a look at convenience for a second here. Now you'll not be surprised that in that survey that we have data from 78% of consumers said they would bank with a technology firm like Amazon or Google. Are you surprised?

Well, I'm not surprised because these retail organizations have perfected convenience and experience for their users. You know, within a matter of one click or two clicks, you're able to complete your online transaction, whether it's a purchase or whether it's some sort of service you're consuming, you know, you've got these famous 1, 1, 1 click models. So we heard from the survey that speed is important, but also what's important is the convenience. And then the level of engagement that you have as a consumer with these services. So convenience is, is a massive factor.

We all agree that, but what else do you think are is important when you are engaging with your customers and consumers online? The second one would be privacy. They all the consumers are looking for privacy in these services and also security, which is probably right up there with convenience and privacy. Let's dig a bit deeper into privacy and security.

Now, over, over the years, we have seen a huge increase in regulation. Now, one such regulation that's come up is GDPR and, and GDPR has been slowly growing and, and, you know, and being, being enforced in lots of organizations globally.

Now, the information that we store about our customers, how we store that information, how we get consent to store that information is all key customers and consumers online expect, you know, consumers and sorry, organizations to comply with these regulations, but also able to inform the consumers should there be a breach? So privacy is a huge factor when it comes to, you know, winning the hearts and minds of your customers online. The second point around connective topic is security.

Now, over the last five years, we've seen explosion of press releases, exposing organizations. Who've had breaches, whether there were breaches, you know, in, in various online applications, whether there was leakages of consumer data or customer data, financial data and personal data.

Again, these security breaches are hugely down damaging for any organization's brand. And it takes a while for any organization to recover from such a brand stripping, you know, experience that they may have due to pool security to one of their web applications or customer facing applications.

So how do you take all these three, these three factors and make sure that you are providing your consumers with the right level of security, the right level of privacy, but also not jeopardizing the online experience by providing the, the right level of convenience as well and access to your services so that you can monetize some of these online services in the past. There has been a, you know, a thinking, I would say that, that, that says that, you know, you cannot balance security privacy in convenience.

If you wanna provide the most utmost security on your applications and access to your services, then you know, the, the compromise you have to make is on convenience. And with privacy, it's exactly the same, but, but this is, this is no longer true, right? With the right identity and access management solution, you are able to provide your customers with the right level of convenience, IE, with, with a minimum number of mouse clicks or, or screens, so they can access your services that you want to monetize.

And at the same time, make sure that that entire process on accessing these services is secure. And you are making sure that you are protecting the user's personal data, financial data, and you're complying with regulation. So how do you do this? Let's look at the next section. And the next section will explain how, you know, you, you take these three points together and provide the right user experience with the right security and privacy, but just let's remind ourselves of what these attacks mean in terms of security, breaches and data breaches.

So if you look at data that we collected in 2019, there was 18.7 billion raw identity records that were stolen that went underground as that's a huge number of, of customers, usernames and passwords. If you look at breach in regulation, the French CNI of fine Google 50 million in 2019 for alleged infringements of GDPR, what we're also seeing is we're seeing new devices and technologies emerge. Now we have almost nine major different operating systems. We have 3.2 billion smartphone owners in 2019, and more than 63 interactions per and per phone each day. That's a lot of transaction.

That's a lot of data. So scale is something that you have to think about as well. And then in 2019, we had about hundred 94 billion downloaded mobile apps. So you can see the challenge in supporting different types of technology, stacks, and mobile applications and platforms.

So how do you take, you know, the challenges associated with security, with regulation, with technology and what users want and bring it all together to drive that correct user experience so that you are, have the ability to engage with the customers at the right level and make sure that you are driving the right level of interaction with your online services that you're trying to monetize and provide the right experience. So in this next section, we shall look at exactly that.

So let's, let's, let's, let's rewind back to exactly what it means to access an online digital service. So when you're accessing an application, it's more than just entering your credentials, for example, your email and password. Like you see on the screen here, once you are entering your details, you want to first, the first thing you want to do is you want to, I verify the identity of that individual once you've verified the identity. The next point is that you have to go and understand what sort of level of control and access on what services will they have access to.

And then how do you manage that data and how do you protect that data? And then how do you hand over that those requests to the application so that your customers can proceed and interact with that online service that you're trying to monetize? So this is typically what happens during the login process.

Now, once, once you, once you interact with the login process, let's, let's break it down into, into three segments in terms of how we drive the right user experience. One way to drive a login experience would be to ask your users and consumers to provide their identity information. For example, their email addresses, and some organizations end up asking for the email addresses or a password they ask for other forms of personal data, which could introduce friction during that sign up or login process and alternative to improving the user experiences, to use social connections.

So lots of users globally, or the world have accounted Microsoft, Google, and Facebook and, and, and, and several other social connections and identities. So the ability to offer social connections as a way of validating who you are and providing access to those applications again, is convenient methods that reduces friction. The second part around logging in is, you know, the password.

Do you, do you normally in the, there, there is a level of complexity that's required around putting in the password. So sometimes complex passwords can be an inhibitor.

What, what means is users forget their passwords. They constantly reset their passwords, or have to write them down that can, that can lead to security breaches and so on. Why not have a, a way of providing a password, less access for your, for your customers, by providing a link to your phone or through a text message or URL in that way, your consumers are having the most optimum experience in terms of logging into your applications and monetize and consume some of your services. And then finally, what we do find is users do end up having multiple accounts.

So how do you validate and verify your users by making sure that you are able to link all the social accounts and providing one unified profile whereby you get the ability to understand your customers and consumers better to let's have a look at the journey that goes from, you know, identifying and validating the consumer, and then making sure that they are successfully logged in into the application. So what you want to do is you wanna try the goal at this point always is to try and decrease the time required to log in and increase the security to tightly integrate in the governance aspects.

So let's have a look at how we do that. Once, once you go in and identify your, your consumer, you have to look at the privileges that those, that consumer has access to. And you can, you can do this either by making sure that you have access to sufficient data, or you can make requests for access to that information.

Once, once you have access to the level of the privileges, what you want to do is based on your policies, you want to grant them certain permissions in terms of what their ability abilities are. Now, this can be tightly knitted into your prescription models.

What, what levels of access to what's on services based on an individual subscription, they have to your, to your services. And then the probably one other element is to look at, you know, where is this user coming in from? What sort of authentication requirements do you need? And once the user satisfies those authentication requirements, then you're able to successfully log their name log in.

Now, this is a, is a, is a show, but summary summarized version of how you can provide the right level of user experience. But in the backend, you can make sure that you're providing the right levels of controls so that you are clearly identifying confidently who those users are and providing them with the right access to your services.

Now, one, one key element around the right experiences, understanding your users. So the more and understanding your users means that you are able to provide them with the right customer experience. So if you look at your users, it's important to profile your users, how you capture their information, capture what they're trying to do when they're trying to do and how they're trying to doing, doing it.

And this is all about progressively profiling, your, your users, providing them with personalization and taking some of those usage analytics to make sure that next time your consumers, your customers log in, you know, you're providing them with the right level of experience and journey.

But also this, some of this information can be used by your marketing team so that marketing team can tailor the, the, the dialogue and the communication they're having with your customers, so that they have the most Optum experience, whether it's, it's being informed about a product, whether it's being updated about a, about a service. And then once they access those services, they are channeled and focused to the right personalized preferences that they have. So there was a myth probably a while back that you had to in compromise between privacy, convenience, and security.

But as you can see this, this overview with the all zero platform, it's very much possible to provide your users with the right experience and the right convenience by giving them access to your services very quickly with the right speed with the reduced friction, right, number of mouse clicks, but at the same time, making sure that you have their confidence and you're providing them with the right level of security and how you are, how, how you are dealing with regulation and privacy at the same time.

So zero provides you with all those components to make sure that you're providing your users with that right experience and confidence. Now, if you are unsure as your organization, how you, how, how you are providing that experience to your customers, odd zero is happy to provide a free identity maturity assessment. It only takes around 10 minutes and you don't have to be an identity expert. What we would do is we would run through with you with a questionnaire where we would try and run you through some questions.

And that will tell us where your organization is from an identity maturity assessment. You can use this assessment to, to further then improve your, your, your identity and access management policy strategy or technology. And this is something that we can offer free of charge. So that's my email address at the bottom of the slide, jazz zero.com. If you want take on that service, please email me and I will be happy to engage with you to provide you with a free identity Richard assessment. Thank you very, and I, you enjoy the rest of day. Thank you.