In many identity flows today, the user experience is the same regardless of the operation the user is trying to perform. This often means that from the user’s perspective, they have a binary experience; either they are already logged in and are NOT challenged, or they are not logged in and are challenged. These concepts go beyond “adaptive authentication” in that “authentication strength” is only one of the vectors being considered. This talk will define a set of identity “vectors” that can be used to provide better user experiences across the full life-cycle of user identity and service interactions. (CIAM, User Experience, Consumer Identity, Security, Authentication, MFA, Vision & Strategy, George Fletcher)