User journey orchestration

The user journey orchestration module provides configurable flows for identity creation, identity and attribute collection and validation, and invitation and activation management.

User journey orchestration allows for modelling interactions such as registration, validation, authentication, progressive profiling, and consent across the user lifecycle.

User journey orchestration enables you to tailor authentication experiences for specific groups, such as consumers, partners, and guests. The ease-of-authentication for users and secure authorization from the OneWelcome Identity Platform combine to provide users with easy access to protected resources.

With user consent, the OneWelcome Identity Platform collects detailed information to facilitate the delivery of personally relevant messages, products, and services to enhance users' experience and engagement. User behaviors are continuously recorded, updated, and validated in identity-related attributes.

Sample sites

The OneWelcome Identity platform webpages are responsive. Visit our example sites to see how our pages and UI elements react to different screen sizes and user interactions:

• InsurGroup is a user interface (UI) for employees of a fictitious company (tenant). It also provides links to the customer-oriented UIs for its various brands:
  • InsurCar
  • InsurHome
  • InsurLife
  • InsurTravel
• RoadHelp is a UI for a different fictitious company. RoadHelp is a tenant with one brand of the same name.

Phases in the user journey

The user journey refers to the identity lifecycle. In all cases, users follow a unified process, where they are validated, access services, and leave.

Configure user journeys for specific groups. Broker the entire journey so that users interact only with trusted resources and can focus on great services.

Joining a service

Some login options configured for the user, such as push, QR code, and OTP, display only if the user enrolled their mobile device. Ensure that you customize the user journey for registration with the desired authentication policy.

Configure the OTP text and voice messages according to the brand and language that are relevant to the user.

Using a service

• Single sign-on (SSO): One set of credentials can be used to access multiple apps and services.

• Re-authentication: Required if the SSO session times-out, the session terminates, or the user attempts to modify sensitive data.

• Step-up authentication: Required if access policies demand additional credentials before a user can access protected resources.

Example user journey

The following is an outline of a typical user journey:

1. The user successfully logs on to an external identity provider.

2. The OneWelcome Identity Platform verifies the data against the policy.

3. If the user has a valid, active account on the OneWelcome Identity Platform, the authentication process continues.

4. The OneWelcome Identity Platform sends an account-activation email to the user.

5. The user selects the link in the email and sends the password.

6. The user validates the phone number.

7. The OneWelcome Identity Platform automatically logs the user in to the application without having to log in again when the account is activated.

Progressive profiling

Progressive profiling enhances a user's experience by collecting just enough data, just in time to ease their purchase of multiple products.

For example:

1. A user browses for car insurance and enters the make and model of their current car.

2. The user receives a quote. Up to this point, the user is anonymous. You do not know who this user is. The system doesn’t know either. The user is an anonymous person browsing the web page and making some calculations

   

   When this user receives the quote, they may think that it is a good quote, and they want to save it so they can revisit and review the quote again to make a decision later on. The user becomes a prospect, a potential user who can buy car insurance. The insurance company would not want to overwhelm the user by collecting a long list of data. If, at that point in time, they ask for the email, name, last name, and password, that would be too much. We can potentially have a very lightweight journey that captures the minimum information required to create an account for this prospect so that this prospect can return and read that quote multiple times before buying the insurance policy. From an anonymous person, we now have a prospect.

3. Let's say Jane, in our example, likes the quote and returns after a week, and now she wants to buy the car insurance. She now becomes a customer. As the company, you may need more information on Jane in order to prepare a car insurance contract for Jane. That would be a step-up registration, which means she now goes through a user journey to provide only the missing data elements or missing data attributes required for the company to prepare the car insurance in her name.

4. Jane has purchased the car insurance and has already been a customer for six months (for example). Now she starts looking at life insurance options. Having purchased her car insurance from InsurGroup, she is interested in the quotes they provide for life insurance. Jane browses the life insurance portal, makes some calculations, and gets a quote. At this point InsurGroup does not ask Jane to create a new account. It can reuse Jane's existing account also for this sale. This is where up-sell takes place.

5. Jane returns a few weeks later. She likes the life insurance quote and purchases the life insurance. Again, to prepare a life insurance contract, the insurance company might need more information than when designing the car insurance policy. A step-up registration takes place. We see that over time, this consumer moves from an anonymous user to a loyal customer.

Over time, you build up on the data you collect about a consumer without the process being invasive, keeping it straightforward and frictionless. So that is what progressive profiling is all about. Note that car insurance and life insurance can be sold by different business units. With the OneWelcome Identity Platform identity-first approach, we can see in this sample flow that it is easy for InsurGroup to up-sell to Jane if she already has a product from the company.

Progressive profiling data model

This section describes the previous progressive profiling example in terms of the data model.

Step one: An anonymous user accesses an organization's product-offerings website.

Step two: Progressive profiling begins. When the user saves a quote, they are asked to provide their email address. An account is created for the user. The account contains a user ID, an email, and a quote number. The level of assurance is minimum.

Step three: The anonymous user attempts to make a purchase. They are prompted to provide personal information, set a password, and set consent. Based on this additional information, a car insurance policy is created. The account now includes: a name, a phone number, and a car insurance policy number. The level of assurance is increased.

Step four: When the user requests a quote for another product, they can reuse the same account. The account is updated only with a product quote.

Step five: The user proceeds to purchase the product. Progressive profiling continues with just one step. For example, digital verification of their identity in real time. The account information already includes their car insurance and life insurance policy number. Therefore, the level of assurance increases again.

The user goes through the workflow in a frictionless way.