What do USERS want?
Issue/Topic: What Do Users Really Want
Session: WEDNESDAY, 5G
Convener: Brian Schmidt
Notes-taker(s): Brian Schmidt
Tags: Multiple personae, user experience
- Users are asking for fewer credentials but to have multiple personas online.
- Users place different levels of trust in different personas.
- Identity = Actual Person; Personae = how you want to be known to an application
- Facebook, Twitter, Google, Yahoo all give you personae to be used across internet
- Over time, trust in the personae can change.
- Critical personae (banking, health, etc). Social personae (facebook stuff).
- Most users are “reactive” to privacy issues; they’re largely unaware of issues until they start hearing about things in the press, from friends (even happens to them).
- Which identities to people use depends on what they’re doing.
Gigya data support this: http://info.gigya.com/Identity.html
- Advisable that PDS (or other trust systems) should allow for multiple personae because users demand this type of flexibility.
- PDS systems should support real-world behavior with regards to multiple personae
- PDS user interfaces should make mapping to personae dirt simple.
- Don’t overcomplicate PDS for users; focus on the few really impactful ideas and discard the other ideas until proven to be needed (Apple approach).