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São Paulo/SP – December 05, 2022. Employing usability increases the reliability and positive fixation of your business in the minds of your customers, providing greater visibility of your company in the market and an increase in productivity.

*By Mariane da Costa Silva

The term customer usability was created around 1990 by the American Don Norman, who was an electrical engineer, at that time computers were evolving, Norman realized that they did not pass a good customer experience, they were complex, had many wires, without user manuals. instructions. Then comes the customer usability model that refers to how the user feels satisfied with the product or service provided, with the main objective of facilitating its understanding, after all it is important to emphasize that the complex language and full of technical terms is not covered to all types of customers, that is, some need simple language and objective processes to understand how the product or service works.

Don Norman describes the term this way: “User experience encompasses all aspects of the end user's interaction with the company, its services and its products. The first requirement for an exemplary user experience is meeting the exact needs of the customer, without fuss or hassle. Next comes the simplicity and elegance that produce products that are a joy to use. The true experience goes far beyond giving customers what they say they want or providing checklist features in order to reach the high quality user.”

According to ISO Standard 9241-11 (International Organization for Standardization), usability is defined as “The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use” . Always aiming to improve the experience, influencing the user's interest in using this product or service. Currently, many organizations are able to use this intuitive interface that makes life easier for users, with a total focus on the customer, making experiences extremely attractive.

Usability is a necessary category for the smooth running of the business, if a site is difficult to access, or does not clearly demonstrate the organization's objective and what are the resources and services offered in a simple way, users stop accessing it. The objective of user-focused usability is to captivate and keep it trustworthy.

Security and customer experience

The term Security User Experience (Sux) represents the combination of usability and data security, according to the Istoé newspaper, Brazil was the 5th country listed with the highest number of cyber crimes in the year, that is, 4 out of 10 Brazilians have already suffered some data loss.

This research only reinforces the importance that will always be kept in mind when we fill in some data on a website, enter our information or share our data through communication channels. To establish secure access, it is necessary to remember the basic issues of the access management process:

  1. Identification: Who are you?
  2. Authentication: Are you really the person you say you are?
  3. Authorization: Do you have permission to access the system or this specific information?

These fundamentals significantly help prevent data from being lost or misdirected, keeping it intact and confidential.

Final considerations

The main objective of this article is to show that customer satisfaction and information security are topics that must go together, concern for customer data is a fundamental factor for a good user experience, when we deliver a satisfactory service but without data security , we deliver an incomplete work. Each customer has a priority in their service provision, some will not mind going through several authentication processes filling in various data to be able to access the service, other customers already prefer something faster focused on usability that does not consume a lot of time, such as For example, facial recognition, which, with the growth of remote work and the automation of processes in companies, has made it common to carry out identification and authentication between users to use corporate systems. For this reason, it is important that you carry out a study to find out about your target audience and the types of applications and facilities that will be applied without posing a risk to the business.

Employing usability increases the reliability and positive fixation of your business in the minds of your customers, providing greater visibility of your company in the market and an increase in productivity, as it allows customers to save time. Technology and information security together create solutions that, together with usability, make applications easier and more accessible to users without losing the main focus, which is the protection of your information and data security.

— Mariane da Costa Silva is a GRC consultant at [SAFEWAY]

How can we help?

THE SAFEWAY is an Information Security consulting company recognized by its clients for offering high value-added solutions through projects that fully meet the needs of the business. In 14 years of experience, we have accumulated several successful projects that have earned us credibility and prominence with our clients, who largely make up the 100 largest companies in Brazil.

today through 25 strategic partnerships with global manufacturers and our SOC, SAFEWAY is considered a one stop shopping with the best solutions in technology, processes and people. We have both the technical skills and the experience necessary to assist your company in the process of structuring controls and preparing the environment for the implementation of an ISMS, SGS or SGCN and, consequently, certification of operations, services or companies to the ISO27001, ISO20000 or ISO22301 standards.

In order to support companies in this process of evaluation and adaptation to the requirements of the LGPD, [SAFEWAY] has in its portfolio of services, the Cybersecurity Health Check whose objective is to carry out a diagnosis of the CyberSecurity, Information Security and Data Privacy implemented in your company, contemplating the pillars of Law SuitPeople and Technology.

through the Cybersecurity Health Check, risks associated with information security and privacy of internal processes and activities are identified, existing controls and new controls evaluated according to the size of your organization to increase the level of maturity and compliance, in accordance with good information security practices. If you would like more information, contact one of our experts!