itsme®: Agile user testing for a trustworthy app experience
itsme® collaborated with Citizens to develop an agile testing methodology that enhanced user experience, trust, and security during the early testing phase of the app.
Industry
Services
UX ResearchInfo
The itsme® app allows users to identify themselves quickly and securely with their smartphone. No card reader or long list of passwords required. Sharing data, registering online, confirming orders and payments is also child's play.
Question
itsme® wanted to build a secure, intuitive, and user-friendly identification app in an industry where trust is crucial. The team needed in-depth insight into how real users experience the app before rolling it out on a large scale.
Solution
Citizens conducted iterative user testing, with eye tracking and sprint-focused feedback loops, to identify bottlenecks early on and improve them immediately.
itsme® has become a user-friendly app that inspires confidence. This is evident from the large number of active users and the high score of 4.8 out of 5 in the App Store.
Tom Van Den Bosch, CEO itsme®
Approach
Agile testing per sprint
We conducted user tests with small groups in short test cycles, immediately following design and functional updates. Errors, ambiguities, and frustrations were immediately reviewed and retested in the next sprint.
Focus on trust and intuitive interaction
The recommendations focused explicitly on creating trust: clear instructions, reassuring microcopy, and visual cues helped users understand what the app does and why. All of this was supported by a clean and ergonomic design that reinforced the perceived reliability.
I am quite proud that we contributed to the smooth introduction of itsme® on the European market. The app had to meet a new demand from modern consumers, and it clearly succeeded in doing so.
Evelyn De Kesel, researcher at AGConsult
Result
The app enjoyed a successful launch with more than 7 million Belgian users, an App Store rating of 4.8/5, and more than one million daily transactions. The project laid the foundation for further international growth.
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