I have recently become involved in the growing field of biometrics
standards and believe the various technologies should be of
great interest to digital marketers.
However, when I searched the E-consultancy site, I establish
that biometrics was mainly seen as an instrument
for market and user research.
Given the detonation in digital deception and the complicatedness
of combining secure admittance with easy access, I believe biometrics have a
great part to play in creating an attractive user experience.
I use fingerprint acknowledgment for logging in to my
laptop. This has two advantages.
Firstly I don't have to keep in mind which of the different
passwords I use is correct in this circumstance and, more importantly, I can
login on the train in full view of other passengers without being troubled that
they are seeing my password.
But there are many other biometric acknowledgment
systems including:
·
Face
image.
·
Iris
image.
·
Signature.
·
Vascular
image and hand geometry.
As you might imagine, there are several possible user
knowledge issues and I would like to flag up five.
1.
Privacy or more importantly, the invasion of privacy
Biometric data is very personal and many people do
not feel contented sharing such data. The current revelations about the Prime
project in the US additional fuel our concern that governments and big business
already know much more about us that we might like (or indeed know
about).
Even though such technology may seem to offer user
benefits for example for devotion schemes, concerns about space to yourself may
make biometrics a dark horse in some environments.
2. Reasonableness
Whilst it might be rational for strict gearshift to
be compulsory at border crossings or for admission to secure environments, other
controls may be seen as a step too far. In the US, biometrics have been optional
as appropriate for scheming the access of children and others to school building
or even school buses.
It may be that this is just an opportunistic rejoinder
to recent school shooting tragedies but I find it hard to suppose that many people will think it rational to go
to such lengths.
And for many, fingerprinting is unavoidably linked to
crime thanks to the success of forensic TV shows like CSI.
3. Proportionality
Whilst we may be enthusiastic to wear a wrist tag or
accept a rubber stamp on the hand as proof that we have paid and can re-enter
an event, biometric data says far more about us.
I already disallow shopping websites that insist on register before telling you the price of
delivery so I’d be very disinclined to provide them with even more superfluous
and inconsistent data.
I doubt that I am alone in this.
4. Fear
Placing your eye so that a laser can scan it
frightens many people. It doesn’t matter that there are labels claiming its
safe – after all they used to claim that smoking was good for your
throat.
This is one reason why non-invasive techniques such
as analyzing facial images are attractive popular. But fear can also apply to
how the data is used and who else it might be approved on to. There is
the disagreement that innocent people have nothing to fear but that’s not
totally believable at present.
Biometrics may give the impression of infallibility
and I can imagine tremendous action being taken because someone’s side view
wrongly triggers an alert.
5. Behavior
Tomorrow’s World, the BBC science programmed of the
seventies and eighties frequently got into trouble when the stress of live
broadcast kicked in.
In one example, an early voice acknowledgment system,
which had worked in practice, failed despondently on live TV when the
presenter’s voice rose in pitch as a result of stress.
People frequently behave differently from what system
designers expect and biometrics represents a rich arena for confusion and
error.
Given the huge growth in fraud, biometrics has an
important role to play.
However, as with many new technologies, it will not
be accepted extensively unless the user experience is considered and tested as
part of the development and accomplishment process.
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