Identity Guard.
Identity Guard is an identity theft protection service that offers its members tiered security options to suit their needs. Challenge: To increase user engagement and awareness to help ensure that users are taking the necessary steps to protect themselves and their information.
Project Overview
Let's Compare Notes
Our first task was to create a competitive and comparative analysis of the company's identity protection service and its features, specifically, how it measured up against other identity protection services. The competitive companies I chose to analyze were LifeLock, ID Watchdog, and Identity Force. This information would be used to develop marketing strategies, create differentiating messaging, and improve the service to increase user engagement.
With this data in mind, we formulated interview questions that would better help us understand our user's end goals.
Interview + Research
We utilized data from our previous analysis to establish our business goals and identify areas of opportunity. Through surveys and user interviews, we gathered detailed information on customer behavior, needs, and perceptions of identity protection services.
Here are 3 key takeaways from our surveys:
After conducting our interviews, we came to the following conclusions: - Users communciated that they sometimes do not think about identity theft. - Users emphasized the need to be alerted in the case of identity fraud, theft, concerns, etc. - The convenience of using mobile was a priority and a must for our users.
Meet Kirsten
The next step to define a problem begins with developing a persona. Kirsten is an amalgamation from our research, and is an interpretation of a prospective user.
One potential solution to help Kirsten be more proactive in protecting her identity is to create a personalized, guided learning experience. This could include the following steps: - Use the chat-feature to connect Kirsten with a support representative who can answer any questions she has about identity protection and provide personalized guidance. - Use in-app notifications to alert Kirsten to potential risks and provide tips on how to mitigate them. - Develop educational resources such as articles, videos, and interactive tutorials that cover various aspects of identity protection, such as how to spot and avoid phishing attempts, how to create strong passwords, and how to monitor credit reports. - Continuously monitor and evaluate the effectiveness of the guided learning experience and make adjustments as necessary to ensure that it is meeting the needs of Kirsten and others like her.
Sketches + Wireframes
I began by individually sketching different concepts for the final design. We then combined these ideas to find a cohesive flow, and created a low-fidelity wireframe to visualize the design in action. This helped us to evaluate and refine the design before moving forward with the final version.
The last step in the design process was to create a high-fidelity prototype, which would provide a realistic view of the final design in context, and demonstrate how the colored notifications feature emphasizes the significance of the alert system.