ONE - Digital identification
User research to rethink the identification experience for a customer base of several million
Following the integration of DIGI and Vodafone, One’s customer identification process became complex. The aim of the research was not only to examine the usability of the current login process, but also to understand users’ expectations, their attitudes towards different identification methods, and the conditions under which they would accept two-factor authentication. Qualitative usability testing was complemented by quantitative research, allowing decisions to be based on real user behaviour and large-sample data.
The research’s key finding was that users do not reject two-factor authentication; they reject unnecessary friction. They accept security steps when they appear in a context they understand and protect something of real value.
The research uncovered the prototype’s key usability issues, critical drop-off points in the login process, and user attitudes towards different identification methods. The findings directly supported the design of the new login process and the rollout strategy for two-factor authentication, while helping to balance security and user experience.