Session Abstract: With the huge growth in online business, delivering seamless consumer experiences for users interacting with your brand has never been more important. Brands compete online now as much if not more than they do on the "high street."
Consumers expect online experiences to be seamless, easy to navigate, secure and trustworthy. Which is easy to say but harder to deliver.
One challenge many organizations face is that the identity infrastructure underpinning consumers’ first contact with a brand online is managed separately from the rest of the website, in many cases by completely different teams with different priorities. For example, the website team will be optimizing for experience; whereas, the identity team might optimize for security. Often the website team will have extensive user journey analytics tooling, but this may not reach into the identity platform. The result is misalignment and a disjointed customer experience.
In this session, we explore how organizations can use identity orchestration and analytics techniques to deliver a flexible and seamless consumer experience. We’ll learn how analytics can be used to identify friction and blockages within registration and authentication flows, and how actionable insights can be turned into rapid prototyping and optimization of the user experience.