The SSI Orbit Podcast – Self-Sovereign Identity, Decentralization and Digital Trust

#58 - Developing Effective UX & Messaging Strategies for SSI Products (with Irene Hernández & Esther Saurí)

Sep 8, 2023

58:34

Irene Hernández is the founder and CEO of Gataca, and Esther Saurí is the Head of Marketing at Gataca. Gataca is a cybersecurity company leader in decentralized identity management technology in Europe. It has developed a decentralized identity solution that streamlines the issuance, verification, and management of identity credentials in a simple, compliant, and secure manner, positioning itself as the most mature full-stack platform and interoperable infrastructure provider.

About Podcast Episode

Read more about the episode by heading to ⁠⁠⁠⁠⁠⁠⁠⁠https://northernblock.io/podcasts/developing-effective-ux-and-messaging-strategies-for-ssi-products⁠⁠

The full list of topics discussed between Irene, Esther and Mathieu in this podcast include:

[00:25] Defining Adoption: How do we define adoption in the context of Self-Sovereign Identity, and what lens should we use when examining its various aspects and dimensions?
[02:21] Measuring Adoption: When measuring adoption, should we start within specific geographical contexts or industries? What key performance indicators (KPIs) and signals should we consider?
[08:30] Transitioning to Open Standards: We discuss the evolution of SSI adoption and how private-sector entities can shift towards using open standards and technologies. The role of public sector involvement in fostering adoption is also examined.
[12:07] Communication Challenges: Communication plays a vital role in SSI adoption. We explore why it's challenging to communicate and market SSI compared to more straightforward technologies, like generative AI products. What are the unique hurdles in conveying the value of SSI?
[18:24] Simplifying Terminology: The conversation continues with a focus on the use of technical jargon and terminology that can bewilder potential adopters. How can we transition from technical discussions to emphasizing business solutions?
[23:17] Targeting Adopters: Is it more effective to target entities that serve as both issuers and verifiers or to focus on specific roles within the SSI ecosystem? What are the trade-offs?
[27:56] Building Brand Recognition: Given the open nature of the SSI ecosystem, how can organizations build strong brand recognition, and what role do trust marks and certifications play?
[31:47] Navigating Political Terminology: How do you address concerns surrounding the term "digital identity" being weaponized in political discourse when communicating about your SSI products?
[37:44] Learning from European Adoption: What lessons can be learned from early adoption of digital identity programs in Europe, and how does it compare to the North American market?
[47:29] UX Challenges: What are some of the key user experience (UX) challenges in the SSI space, and how can they be addressed to enhance usability and security?
[50:59] Interoperability Impact: How does user experience impact interoperability in the SSI ecosystem, and vice versa? What collaborative efforts are needed?
[53:22] Balancing Usability and Security: Balancing usability with security is a common challenge. How can the SSI community find the right equilibrium and enhance user adoption?