Identity checks and UX

Customer onboarding is increasingly taking place digitally in order to simplify processes for customers and companies. The range of possible identification methods seems large, but a wide range of factors must be taken into account when choosing the right identification procedure for your customers. Money Laundering Act (GwG), Telecommunications Act (TKG) or eIDAS – these are just some of the requirements that companies in regulated industries, for example, must comply with.

However, identification procedures can do much more than just fulfil legal requirements – a user-friendly application experience, or “user experience” (UX), has a significant influence on the success of sales transactions and can significantly increase successful conversions. Conversely, a poor UX leads to a loss of conversions, as stumbling blocks in the process and slow processes encourage cancellation rates and give competitors an advantage. This is particularly relevant for online identity verification processes – they should offer security while at the same time creating a barrier to use – which is why they have to be as simple and secure as possible.

We explain what you need to look out for in the UX of your identity verification processes.

Focus on simplicity and transparency

The user experience of an identity verification process is a key factor in its success. Imagine you are identifying yourself online, for example, to buy a ticket or open an account. You want to be able to complete the process as quickly as possible, without interruptions, error messages or switching between different devices. Ideally, the identity check can be carried out on your mobile phone from anywhere, at any time – whether you are sitting in front of the TV in the evening or on your way to work.

To make it as easy as possible for your customers, reduce the identification process to the most important steps. This means that as few contents, interactions and clicks as possible should lead to the goal. Language and presentation should be easy for your customers to understand and intuitive. Make sure that the procedure is clearly and understandably communicated from the beginning to the end of the identification process to prevent error messages and minimise cancellations. In addition to providing clear explanations of the identification process, it is also beneficial to emphasise the significance and benefits of the procedure for your customers. Don’t forget to inform your customers about your security precautions and how their data is protected. This will help them to understand that their data is being handled responsibly. The better your customers understand why their personal data needs to be verified, what happens to the data and how the process works, the more likely they are to complete it.

Tip: Video formats are easy to understand and can convey information in a particularly clear way, for example explanatory and how-to videos.

Create the right conditions for your target group

Unfortunately, despite simple and fast identification processes, there are always stumbling blocks that limit the usability of identification procedures and thus have a negative impact on your conversion rates.

To make the identification process usable for a large customer group, you should make sure from the outset that you integrate digital identification procedures into your process without media discontinuity, which can be carried out on all common devices, but at least on smartphones (e.g. Android, iOS). Also bear in mind that your identification process should, where possible, cover different types of ID in order to expand your target group (e.g. ID card, passport, driving licence or residence permit).

In general, inflexible processes that are tied to service times or require certain types of hardware should be avoided or only offered in combination with other, more flexible identification processes. This will enable your customers to carry out the identification process at any time without having to wait and will prevent them from abandoning the process because they are unable to proceed on the device they are using or because it takes too long.

It is also worth analysing whether there are any points in the process where your customers drop out or get stuck, even after the implementation of an identification process. This will enable you to optimise your process in the long term and see your conversion rates grow.

Consult experts to find the right solution

There are a wide range of different identification procedures. The important thing is to find a solution that fits your specific application and guides your customers through the process as securely as necessary and as conveniently as possible.

Verimi offers all established identification solutions via a single interface and can be seamlessly integrated into partner processes. In combination with our services for digital signatures (QES), login and payment, a seamless, user-friendly onboarding process can be guaranteed, even beyond the identity check, e.g. for signing contracts online. For regulated and unregulated industries, and regardless of whether your customers are on the move, using their mobile phone, tablet, computer or even in a shop. Our solutions are flexibly scalable and are also available to partners for their own white-label solutions in their own corporate design.

Use our questionnaire to easily find out which identification procedure best suits you and your customers. Our experts will be happy to advise you.