The norm today is a set of customers with multiple identities that interact with your brand across many channels. With that comes the challenge of serving that customer with a fluid experience across every channel.
We're just beginning to get the customer experience right across all of the different channels we interact through today. But what happens as Internet of Things (IoT) becomes increasingly prevalent? Brands that used to be two-steps removed from the end-consumer will now have a direct role to play with consumers. What does that mean from an identity perspective? How will we account for the additional data streams without sacrificing user data and privacy? And what role will identity play in delivering a superior customer experience?
Join us as we discuss:
What's driving IoT and when will it affect our daily lives (hint: it already does);
What to consider from a privacy and security perspective;
Identity as the UX secret weapon.
In Chapter 9 of the O'Reilly ebook 'Designing for the Internet of Things,' Claire Rowland discusses the need for a cohesive user experience of a single application across such different devices:
In systems where functionality and interactions are distributed across more than one device, it's not enough to design individual UIs in isolation. Designers need to create a coherent UX across all the devices with which the user interacts. That means thinking about how UIs work together to create a coherent understanding of the overall system, and how the user may move between using different devices.
HCI researchers coined the term 'inter-usability' to describe this sort of cross-device usability. The concept applies not only to how the user interacts with the application, but also how they interact with the identity management components securing that application - particularly mechanisms like consent and authentication. Just as critical as creating a coherent application UX is creating a coherent 'Identity UX' across devices.
For UX designers, dealing with multiple devices with different characteristics is a complication; for the purposes of authentication it presents an opportunity. The fact that devices differ in size, form factor, portability, user affinity, biometric capabilities, connectivity, etc. mean that we can tailor authentication models that leverage those differences.
Madsen is a Principal Technical Architect within the Office of the CTO at Ping Identity. He has participated in various design, chairing, editing, and education roles for a number of identity standards, including OASIS SAML, the Simple Cloud Identity Management (SCIM), OAuth 2.0, and TV Everywhere. He holds an M.Sc. in Applied Mathematics and a Ph.D. in Theoretical Physics from Carleton University and the University of Western Ontario respectively.