Users initial response to the concept of DBI

In this journey the user researcher would read the scenario (in diagram) and allow participants to respond.

There is some uncertainty on initially hearing the term Digital Business Identity. This is even after being primed with the screener title and an earlier question around ‘how organisations know you and your business are authentic’ .
Of those that were unsure about the definition, users associated the term digital identity with identity theft, or would think that it was for big business.

What do users say?

'I'de think it's a scam. If I received the email without any context I'de probably delete it. Because I feel like we're getting phishing emails fairly frequently requesting information around identity, I don't like the word identity. It makes me think that someone is trying to steal our businesses..I associate digital identity with Identity theft. We've had a few minor scares and there's been quite a but of press. I wouldn't say I'm well versed in it which is why Id'e probably delete it..'P8

“To me it sounds a little bit fluffy, because it could mean anything basically. If I received that I would be inquisitive enough to go and click through because you know on the face of it, digital business identity is the perceived perception of how organisations are positioning themselves from a digital transformation standpoint I think it links to branding.” P7

'Some kind of database… oh now I think further, is it a thing that I can do all my dealings with the government online, like digitally. Then I would definitely sign up…So if I thought about it and it was about digitalising all my dealings and keep it all in one folder, somewhere in the cloud, I will be definitely going for it.' P4

'I would think, what the hell's that. It's probably nothing to do with me. Because I run a very small business I often assume things don't apply to me. I tend to assume government is interested in big business. And if i kept seeing it advertised to me, Id think I should ask my bookkeeper or my accountant.' (the user went into her experience of HMRC's make tax digital..and how she ignored it) P9

findings and recommendations (draft)

For future government services that use this component service: The initial user response to the term digital business identity was mixed. The recommendation is to carry out content design testing on the decoupled - gov.uk journey to come up with more user centred content than terms like digital business identity. The term was easily recognised by SMES in the technology industry.

The sentiment of 'unless I needed it, I'm not sure Id'e be that inquisitive' came up for micro-businesses. 'Unless clients demanded it.'

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