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Customer Experience Considerations

This section is informative.

To align with the standard terminology of user-centered design, customer experience, and usability, the term “user” is used throughout this section to refer to the human party. In most cases, the user in question will be the subject in the role of applicant, claimant, or subscriber, as described elsewhere in these guidelines. Customer experience sits at the nexus of usability, accessibility, and optionality. Considering user needs allows organizations to provide responsive and secure identity solutions while minimizing unnecessary friction and frustration.

Usability

Ergonomics of Human-System Interaction — Part 11: Usability: Definitions and Concepts [ISO/IEC9241-11] defines usability as the “extent to which a system, product or service can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.” This definition focuses on users, goals, and the context of use as the key elements necessary for achieving effectiveness, efficiency, and satisfaction. A holistic approach that considers these key elements is necessary to achieve usability.

From a usability perspective, one of the major potential benefits of federated identity systems is to address the problem of user fatigue that is associated with managing multiple authenticators. While this has historically been a problem with usernames and passwords, the increasing need for users to manage many authenticators — whether physical or digital — presents a usability challenge.

As stated in Sec. 8.1 of [SP800-63A] and Sec. 8.1 of [SP800-63B], overall user experience is critical to the success of digital identity systems. This is especially true for federated identity systems, as federation is a less familiar user interaction paradigm for many users. Users’ prior authentication experiences may influence their expectations.

The overall user experience with federated identity systems should be as smooth and easy as possible for legitimate users. This can be accomplished by following usability standards (e.g., the ISO 25060 series of standards) and established best practices for user interaction design.

Guidelines and considerations are described from the users’ perspective.

Section 508 of the Rehabilitation Act of 1973 [Section508] was enacted to eliminate barriers in information technology and require federal agencies to make electronic and information technology accessible to people with disabilities. While these guidelines do not directly assert requirements from Section 508, identity service providers are expected to comply with Section 508 provisions. Beyond compliance with Section 508, federal agencies and their service providers are generally expected to design services and systems with the experiences of people with disabilities in mind to ensure that accessibility is prioritized throughout identity system life cycles.

General Usability Considerations

Federated identity systems should:

Specific Usability Considerations

This section addresses the specific usability considerations that have been identified with federated identity systems. This section does not attempt to present exhaustive coverage of all usability factors related to federated identity systems. Rather, it is focused on the larger, more pervasive themes in the usability literature, primarily users’ perspectives on identity, user adoption, trust, and perceptions of federated identity space. In some cases, implementation examples are provided. However, specific solutions are not prescribed. The implementations mentioned are examples to encourage innovative technological approaches addressing specific usability needs. See standards for system design and coding, specifications, APIs, and current best practices for additional examples. Implementations are sensitive to many factors that prevent a one-size-fits-all solution.

User Perspectives on Online Identity

Even when users are familiar with federated identity systems, there are different approaches to federated identity that make it necessary to establish reliable expectations for how user data is treated, especially in terms of privacy and the sharing of information. Users and implementers have different concepts of identity. Users think of identity as logging in and gaining access to their own private space. Implementers think of identity in terms of authenticators, assertions, assurance levels, and the necessary set of identity attributes to provide a service. Given this disconnect, it is essential to help users form an accurate concept of identity as it applies to federated identity systems. A good model of identity gives users a foundation for understanding the benefits and risks of federated systems and encourages user adoption and trust of these systems.

To minimize the personal information collected and protect privacy, IdPs and RPs ought to inform users of the benefits and drawbacks of pseudonymous identification, what information is transmitted, and for what purpose.

Many properties of identity have implications for how users manage identities, both within and among federations. Just as users manage multiple identities based on context outside of cyberspace, users must learn to manage their identity in a federated environment. Therefore, it must be clear to users how identity and context are used. The following factors should be considered:

User Perspectives of Trust and Benefits

Many factors can influence user adoption of federated identity systems. As with any technology, users may value some factors more than others. Users often weigh perceived benefits versus risks before making technology adoption decisions. It is critical that IdPs and RPs provide users with sufficient information to enable them to make informed decisions. The concepts of trust and tiers of trust are fundamental principles in federated identity systems that can drive user adoption. Finally, a positive user experience may also result in increased user demand for federation, triggering the increased adoption by RPs.

To encourage user adoption, IdPs and RPs need to establish and build trust with users and help them understand the benefits and risks of adoption. The following factors should be considered:

User concern over risk can negatively influence their willingness to adopt federated identity systems. Users may have concerns about trust, privacy, security, and single points of failure perceived in federated systems. For example, users may be fearful of losing access to multiple RPs if a single IdP is unavailable, either temporarily or permanently. Additionally, users may be concerned or confused about learning a new authentication process. In order to foster the adoption of federated identity systems, the perceived benefits must outweigh the perceived risks.

User Mental Models and Beliefs

Users’ beliefs and perceptions predispose them to expect certain results and behave in certain ways. Such beliefs, perceptions, and predispositions are referred to in social sciences as “mental models.” For example, people have a mental model of dining out that guides their behavior and expectations at each establishment, such as fast food restaurants, cafeterias, and more formal restaurants. Thus, it is not necessary to be familiar with every establishment to understand how to interact appropriately at each one.

Assisting users in establishing good and complete mental models of federation allows users to generalize beyond a single specific implementation. If federated identity systems are not designed from users’ perspectives, users may form incorrect or incomplete mental models that impact their willingness to adopt these systems. The following factors should be considered:

Customer Success Considerations

A primary aspect of customer experience is anticipating the needs of the user population and offering federation in a manner that is suitable for that population. In assessing customer experience risks and challenges, IdPs and RPs should consider the overall user population that is served by their federated identity service and deploy solutions that support their needs and capabilities.

Federation is a highly technical process. There is very little process exposed to the end user that directly impacts their customer experience and is not already addressed by authentication and identity proofing customer experience considerations. There are two notable exceptions: 1) the process for selecting and remembering the IdP and 2) handling errors and communication between the IdP and the RP help desks. In addition to what is discussed here, the IdP needs to consider the customer experience related to identity proofing, attribute validation, and enrollment (see Sec. 8.2 of [SP800-63A]) and considerations concerning authenticators (see Sec. 8.2 of [SP800-63B]).

Provide a Clear Means for Selecting and Remembering IdPs

Users can struggle with choosing between multiple IdPs, especially if there is a large volume of them. While there is not a single means for presenting the user with IdP options, RPs that leverage multiple IdPs are encouraged to perform user testing with their presentation design to understand user reactions and evaluate the best means for conveying options. Additionally, by providing information about the practices and capabilities of IdPs, the RP can better support users as they select an IdP that is most likely to meet their means and capabilities.

Another challenge for users is remembering the IdP with which they established a subscriber account. This is particularly true when interactions between the RP and its IdPs are infrequent. In order to support effective and successful ongoing interactions with their users, RPs are encouraged to develop mechanisms for directing users to a previously used IdP. This could take the form of a look-up mechanisms by a subscriber’s input (such as their email address) or remembering which IdP was used in a previous session. Implementing this can address various issues, such as:

Provide Clear Paths to Support and Assistance

RPs and IdPs need to clearly communicate how and where to acquire technical assistance. For example, provide users with a link to an online self-service feature, chat sessions, or a phone number for help desk support. Avoid redirecting users back and forth among transacting parties (e.g., RPs, IdPs, proxies) to receive technical assistance.

Further, coordination between participating entities is critical for successful customer experiences. The IdP and RP support teams need to know how to appropriately redirect users to address their concerns in the event they are sent to the incorrect party. For example, if a user were to call an IdP help desk trying to understand why an RP website function is failing, the IdP support staff needs to be able to direct the user to information or an RP-side support capability to help resolve their concerns. This distributed responsibility in a federated model creates interaction points for users that are highly likely to result in frustration and confusion if not addressed in design, usability, operational, and continuous improvement plans.

This guideline establishes normative requirements for IdPs and RPs to mitigate commonly experienced customer friction. However, normative requirements are unlikely to anticipate all potential customer experience problems, which will vary for different applications. Accordingly, IdPs and RPs need to provide mechanisms for subscribers to report issues or challenges and to advise them on potential alternative authentication and access strategies.