Identity Guard
Designed in 2020 prior to the rapid public exposure to AI, my team and I proposed leveraging IBM's then emerging AI technology to design an approachable, user-friendly, financial literacy copilot - Watson. This conceptual Identity Guard app demonstrates how the use of AI could help users in becoming more proactive in protecting their online identity and finances.
Positive, real-world results
encourage a significant increase in user engagement
Using AI to educate power users
resulting in proactive protection over reactive insights
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Overview
Identity Guard is an identity theft protection service that offers several products and membership options to consumers. Its primary focus is to actively monitor the accounts and online identity of users, alert them of suspicious activities, and actively help to manage issues due to data leaks or correct credit history. Customers also have access to a high premium fraud insurance through Identity Guard.
The Problem
Identity Guard's main goal is to provide customers with insights that empower users to take control of their online identity and to avoid theft protection. The brief my team was given stated that outside of responding to negative security notifications, users weren't engaging with the platform or taking proactive steps to protect themselves.
My team proposed that by adding features and leveraging the company’s use of AI, users would not only become more engaged with the app, but in turn see Identity Guard as more of a financial literacy and online identity management app, rather than just an identity theft management service.
Problem Details
Misuse of Core Competitive Advantage
Upon conducting a competitive analysis, it was clear that what Identity Guard had over their competitors was their use of AI via IBM Watson. However, upon comparing the platform’s use of IBM Watson to services like Siri and Bank of America’s Erica, it also became clear the company was not using their AI in an engaging manner.
High-Effort, Moderate Reward?
Identity Guard users had to enter extensive personal information during a lengthy onboarding process, then simply received notifications fueled by AI from then on. As long as the user remained safe from identity theft, there was no reason for the user to see the app as a necessary part of their routine.
Lack of "Stickiness"
Information was not presented effectively as it did not provide the user with the “why”. Essentially, there was nothing in the app that prompted users to stay in the app outside of occasionally checking binary stats (i.e. save vs not safe, high vs low vantage score, etc.).
Bland, Non-engaging UI
Beyond the surface level summaries, the app navigation was not organized or labeled intuitively in addition to iconography and color not being used effectively. The iconography was too simple and did not have a clear relationship with the attached labels. Additionally, the little color that was used was only used as a navigation indicator.
THE SOLUTION
WALKTHROUGH
Design Driven Outcomes
Designs that spoke to users, outcomes that speak for themselves.
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Increased User Engagement
By having a "floating Watson" feature, users are encouraged to engage with the Watson copilot and to interact even beyond the insights being shown on the screen.
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Research-Driven Feature Set
Our users expressed pain points not only related to the existing app, but everyday life in general. Additional features such as the Password Keychain, Wallet, Subscription Manager, and Budget Plan help the newly proposed app to add value to user's everyday lives.
An Education Copilot
Watson is not only there to answer any app related questions, he serves as an online identity secret agent and financial literacy coach. Ask him general questions about finances, or even have him give you a pop quiz to test your knowledge!
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More Inviting, Intuitive UI
The original Identity Guard app was mostly gray, aside from its signature deep salmon brand color, and felt like a serious, business-only app. Managing personal finances and online security can already feel "heavy" to users. The newly proposed app aims to feel more inviting. The goal was to have users feel like it was a visually engaging safe space to come make their daily lives easier.
Want to know more about my process?
More details surrounding user research, feature prioritization, and usability testing are coming soon...
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