The growing focus on data privacy and the rising standards for digital customer experience have led digital services worldwide to develop and enhance their own ID services. We were approached by a bank that already had an ID service, seeking to maximize its business value by offering a seamless and convenient experience. The bank aimed to increase customer loyalty and engagement, gain deeper analytics, and expand monetization opportunities and cross-sales.
The bank wanted to study not only local competitors but also services around the world, from government ID systems in Europe to giants like Amazon and Google in the U.S. We were selected as experts in identifying solutions globally.
Markswebb’s expertise and experience in international research allow us to dive into any service. Finding global best practices is something we specialize in, and clients with such requests quickly receive the necessary data. If you're looking for a curated selection of best practices from any digital environment, we're ready to help you identify and implement the most effective solutions for your business - just contact us!
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The bank is developing its own ID service and, by improving the quality of the digital experience, plans to increase product usage, customer loyalty, and interest. The bank turned to us to identify where its ID service was falling behind other similar services and to find areas for growth, with a particular focus on the experience of leading global ID services.
The client sought our expertise to:
ID services are products that distinguish major digital platforms, but the capacity of individual local markets is limited. The client needed more than just competitor practices to fill the backlog for creating a significantly improved user experience and decided to turn to international expertise.
We examined 15 services from 5 countries to expand the potential and value of the bank’s ID service.
The long list of ID services and sites for research was expertly curated. It included government services from Europe and the U.S., private ID services from major companies such as Amazon and Google, and interbank services created by banks in countries like Sweden, Belarus, and the UK.
From this list, we formed and agreed on a shortlist of services whose digital solutions would effectively address the bank’s needs. To the international IDs, we added local major services that could offer useful practices for the client.
Once the list was finalized, we selected and agreed on partner sites where we tested the ID service authentication. All services were evaluated in real-world conditions for various tasks: government websites, telecom providers, e-commerce platforms, utility services, banks, and fintech companies.
Access to all services was provided through resident clients of each country.
The solutions we identified help make the authorization process clearer and more transparent, highlight growth areas for partner integration, and gather all the ideas implemented by other companies for scaling the product.
The report we delivered offers top management ideas for improving specific business metrics of the service and provides the opportunity to rethink the customer experience in current implementations. It helps develop monetization strategies.
Inside the report are all the effective implementations from competitors that highlight the bank’s shortcomings, the variety of user journeys in international services, and specific features:
We also held a presentation that provided an overview of the markets and services studied, helping the team quickly immerse themselves in the results and find effective solutions, ideas, and practices to optimize their ID service, improve customer interaction, and strengthen their market position, opening new opportunities for growth and monetization.
The research can spark new ideas, serve as the basis for a strategy, and be reused “as is”: individual practices can immediately be added to the product teams' backlog.
To create the best service and close the user experience gap with competitors, Markswebb researchers selected the best practices from the local market and their equivalents in international services, which could be added to the backlog.
For each implementation, we highlighted its value for enhancing the customer experience.
A global guide to ID service best practices highlights client priorities and shows specific solutions with descriptions of their mechanics.
For example, we demonstrated how users of MojeID can choose which data to share with a website. This is useful if someone is not willing to provide all information to a particular resource.
Registration on a partner website using MojeID (Czech Republic)
The next step is to explore solutions that can offer the client entirely new opportunities, confirm their status as a digital leader, and open new possibilities for monetization and integration of the ID into third-party services.
An example of such a practice is Amazon's registration form, which not only serves existing customers but also attracts new ones through partners, offering users the option to register via ID on external platforms for the first time. By clicking "Create a new Amazon account," users can set up a new account with Amazon. The "Details" button provides more information on what happens during registration. Registration is confirmed using a one-time code sent to the phone or email.
Registration for users without an existing Amazon account
To help the bank's top management find comprehensive ideas for their own service and strategic development, we prepared a brief overview of ID services across various industries and markets. These overviews can serve as a basis for scaling ideas and help broaden the team's perspective.
For example, we showed the client how services created by Singapore’s Government Technology Agency, Singpass, India’s national ID Aadhaar for access to the national employment program, and Uzbekistan's OneID for access to e-government systems operate.
Examples of implementations in state ID services
When it comes to adopting a trend that has recently emerged in a local market, studying competitors may not provide the ideas necessary for product development. In markets where local services lack maturity, international experience can offer the needed inspiration and ideas.
We can help you find innovative solutions from international services in any industry to create the best digital user experience, even for products that have no local market examples.
Markswebb’s extensive access to international services and experience working with all types of digital platforms across countries from the U.S. to China enables us to deliver fast and high-quality results.
Contact us in any way convenient to discuss how Markswebb’s expertise can benefit your digital service.
Every year we conduct up to 15 studies of digital services. These are industry benchmarks that reflect the state of the market and trends.
