Supernova Award Category
The Problem
Recent surveys show that even in this digital age, there are still large numbers of individuals and businesses struggling with online applications. 23% of the UK population lack basic digital skills, according to the Go ON UK Basic Digital Skills Report. This is also shared across small businesses as Lloyds Bank UK Business Digital Index 2015 found that 1 in 3 SMEs lack basic online skills. A lack of basic skills and associated confidence in signing up for, and using online services, is a major barrier for many people from benefiting in this digital age: So how can we ensure everyone in the UK has the opportunity to get assistance, and benefit from accessing services and completing applications online where their identity needs to be checked, so they can get the most from the Internet?
The Solution
Timpson Group introduces a ground breaking service in identity - the UK’s first Identity Shop, ArkHive, brought to market with the support of Innovate Identity, experts in ID.
Innovate Identity provided strategic advisory services and thought leadership to give Timpson the insight they needed, and helped them define their strategy and take the ArkHive concept to market.
ArkHive was designed as a consumer facing environment where individuals could come to get help with online processes, such as those required for passport applications to enable them a single place for all their online and identity needs. This would help to reduce complexity inherent with embracing new technology and help drive adoption of online services for businesses and government.
The results
At a time when larger organisions such as banks are reducing their high street presence and the UK Government are trying to transition citizens online, the store is designed for them to test out the ArkHive environment to provide somewhere for consumers to go to have their identity verified or simply for assistance with digital applications.
With a Timpson ‘arm around the shoulder’, online applications for individuals and businesses could become a reality for many requiring assistance. Services to support the UK population lacking basic digital skills will help open new doors for those individuals, assisting public and private sector organisations, achieving greater savings in the transition to digital.
In this initial pilot Arkhive was used to provide assistance with the new UK online passport application process.
You can read more about the trial here
Metrics
In the initial pilot was a qualitive small scale project with 29 participants. Participants were low on the digital inclusion scale and many did not own devices at home that would connect to the internet.
All participants were able to successfully complete an online journey and order a passport. After the test many participants stated they would feel able to try the online journey themselves at home. This demonstrated an increase in confidence as a result of the experience.
The Technology
The ArkHive store has been fitted with equipment designed to make the digital journey easier, for example large touchscreens have been fitted to allow users to navigate digital journeys quicker and easier. This technology is coupled with the assistance of trained staff, making digital on-boarding a less intimidating journey for those who are unfamiliar with the concept.
Disruptive Factor
Timpson have a history of innovation and back in early 2015 wanted to deliver an instore support for digital services but had little knowledge of the digital identity space and how they might develop a strategy within it. They engaged the services of identity consultancy Innovate Identity, who were able to help with strategic insight, go to market strategy and ultimately decreased the time to market of the new product launch.
This is truly a game changing proposition, as the world’s first ever identity shop, where consumers and businesses have a community hub and the Timpson ‘arm around the shoulder’ to help those requiring assistance. The success of this project could lead to many more ArkHive shops being opened up across the UK and supporting the UK population lacking basic digital skills will help open new doors, assisting public and private sector organisations achieving greater savings in the transition to digital.
After a successful launch in February 2016 Timpson continue to extend the ArkHive services and are exploring the opportunity to service customers through their mobile phones, putting consumers back in control of their personal data securely, and continuing their innovative approach enabling consumer inclusion in a digital world.
Shining Moment
What Customers Say about ArkHive:
“I thought the survey would be on paper as passports is all on paper. The touchscreens were so cool!”
“I wasn’t sure about that mousey thing - but when he said you can just touch the screen... it’s more or less idiot-proof”
“I thought it was such a good idea [before coming] … It takes all the fear out of it [after receiving help]. We should spread the word!”