Startups: How to build Consumer Trust.
Mission
Affinidi’s mission is to empower individuals & organizations with control and ownership of their data, creating new business models and greater trust. To allow individuals & organizations to own and hold their data, Affinidi built a credential wallet. This credential wallet allows users to store their credentials* and share it to verify* his/her authenticity or use these credentials to access various services.
* Know more about credentials & verification
Credentials can be any unique identifier which belongs to the user. For e.g., Aadhaar no is a credential which is issued by UIDAI which proves that the user is a citizen of India, it could be a driving license no issued by motor vehicle department which proves that user is legally permitted to drive, it could be an employee ID issued by an employer which proves that the user is an employee of the company.
Affinidi’s technology ensures that the credential in the wallet is authentic (i.e., If the user has his/her driving license no in the wallet, Affinidi will check the authenticity of this document with the Motor Vehicle department through data pipes). So, it can be said that any credential in the users’ wallet is authentic, and no fraud can occur.
Problem statement
The MVP wallet launched doesn’t solve for Affinidi’s mission of providing trust. Through user research we have identified 3 problems,
- Users are not feeling confident to carry their credentials in our wallet app. They are still carrying the physical document as they feal that verifying authority might not trust the credential in the wallet and might want to see the original document.
- Organizations (verifiers) are not accepting the credentials shared through the wallet as they are not getting the feeling that the credentials in the wallet can be trusted.
- Users are also complaining about lack of support to save all their credentials in the wallet, making the wallet useful only for a limited use case. (Affinidi is working on building this coverage. But how can we start building the trust in users’ mind that this is growing ecosystem and the user feels the need to stay)
- Users are finding it difficult to add & share credentials in/from the wallet.
Case Study
As the Product Design Leader at Affinidi, you have taken up the challenge of solving the above identified challenges. You will also have to explain the flaws in the current product design and make recommendations to solve these problems to a panel of senior leadership & UX design team. As a senior leader, your recommendations should include proposals as to how the proposed design will solve the mission non-alignment & deliver great UX. It should be backed by science, design concepts and philosophies.
Presentation
You may choose any method which allows you to express your thoughts.
Industry Fintech
Duration 1week
Team Strength 1
User pain points while using app
Trust and Security
Heuristic Analysis on #Asli Wallet (Affinidi Pte. Ltd.)
The Evaluation Phase
When I opened the Asli Wallet app this is what the app flow looks like:
I followed the steps as per the interfaces.
I tinkered with the screens as I went alone as a new user and How to build trust before product . I am listing the sections that is violating the heuristics.
Violations:
When: Signing in to the App through the mobile number
Heuristic Violation: Freedom
How it violates:
- On the Splash screen bunch of data
- No multiple login option
- User trust issue
- Required CTA on top
- Scanning flow I find one extra CTA
- App tour guidance missing
- Some of features are coming soon
User Review
The Asli Wallet app held an average rating of 4.3 stars. I identified potential trends from users reviews which have not highlighted relevant issues about usability or functionalities and tried to catch what exactly the users were unhappy with. The pool of mixed feedbacks trumped with good reviews about their App.
What is trust?
I define trust in a UX context as follows: —
Trust is a user’s experience of your product or service, that leads them to believe that:
- Your product/service/interface/experience can solve their current need
- It will be as simple and easy as possible to use
- They will not inadvertently do something they did not intend
- They will not be deliberately tricked into doing something they did not intend
- They will understand everything that happens through the journey and any outcomes
- They will clearly consent to any data or financial transaction that occurs
- They will experience some level of positive overall impression of having engaged with your brand, product or experience, such that they may wish to do so again.
I am a geek, I have created the following framework, shamelessly hijacking Maslow because the guy understood humanity.
Why does it matter?
If you do not design for trust, your users will not trust you, your experience, your product, potentially even your brand, and may well trot off to competitors who know how to design things properly.
Whereas a startup, with no legacy systems and a commitment to good UX design and user-centred methodologies can nail it from their MVP onwards.
9Things that impact users’ trust in your digital product
Communicate clearly
Protect customer data — and tell your customers about it
Encourage customer reviews
Allow customers to opt out
Offer a secure purchasing experience
Offer timely service / Quick response
Social Proof
Verified / Approved
Referral promos
Wireframes
A wireframe is commonly used to layout content and functionality on a page which takes into account user needs and user journeys.
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