Innovative ways of identifying people serve not only to better secure information but also to streamline the user experiences of various services

In today's world where personal information abounds, security becomes increasingly important. One way that companies are protecting people's privacy while also enhancing their services is by using the person as a password: monitoring biometric indicators such as a person’s natural gestures, behaviors or even heartbeat to verify and safeguard personal data, as well as streamline the consumer experience. Here's how three major brands are leveraging these new technologies:

British Airways
In order to speed up the airplane boarding process, British Airways is implementing facial recognition technology to verify passenger identity while reducing the wait time for passengers.

Tao Cafe
Alibaba launched a cashier-free retail store called Tao Cafe, which uses facial and voice recognition systems to track purchases seamlessly. The system automatically generates bills as soon as customers pass through a gate that identifies their profile using biometric technology.

Hitachi
Tech conglomerate Hitachi developed a new system that allows smartphone cameras to scan finger veins, allowing for a mode of mobile biometric authentication that is more secure than fingerprint scanning. Using the smartphone camera, the technology is available in the form of an app that can scan users’ finger vein patterns in roughly one second.

Implementing new ways to identify people is just one way that brands are moving to simplify and expedite their services while also keeping people's information secure. For details on additional ways that companies are enhancing the user experience, see PSFK's report Creating A Value-Added UX Through Localized Data.

In today's world where personal information abounds, security becomes increasingly important. One way that companies are protecting people's privacy while also enhancing their services is by using the person as a password: monitoring biometric indicators such as a person’s natural gestures, behaviors or even heartbeat to verify and safeguard personal data, as well as streamline the consumer experience. Here's how three major brands are leveraging these new technologies:

British Airways In order to speed up the airplane boarding process, British Airways is implementing facial recognition technology to verify passenger identity while reducing the wait time for passengers.