IDENTITY GUARD (2017-2019)
VP of Creative, Product & Marketing
My tenure at Identity Guard started with a ground-up redesign of their core product offering, a state-of-the-art identity protection service leveraging the AI of IBM Watson. We had four months, from design to coding to testing, to release an MVP 'foundation'. Web and mobile experiences were evolved in parallel, with native apps on iOS and Android.
At the end of 2018 Identity Guard was purchased by Jeffrey Katzenberg's investment firm, WndrCo.
This page highlights some of the artifacts and experience from my first year exclusively on UX. I took an expanded role my second year where I added marketing creative to my responsibilities.
I will be glossing over–or leaving out–quite a lot due to space. If you have questions, please reach out and ask!
The timeline for a complete revisioning of the product was four months from exploration to deployment. Top priorities for UX were to create an MVP that was 1) scalable: as the app became more robust the AI and mechanisms could accommodate, 2) relatable: labels and IA that was clear to our customers, and 3) adaptable: an experience that could be deployed on responsive web and in the native mobile apps.
All Along The Watchlist
The solution was to break down the product's requirements into their basic units, find commonality, and group under easily understandable labels.
I landed on four basic concepts:
The Watchlist: this housed anything Identity Guard monitored on behalf of the customer. Potential items could be a social security number, a credit card, a credit score, a child, or tag related to a potential risk, such as "Amazon" or "Wells Fargo".
Alerts: these were warnings triggered by items on the Watchlist. For instance, if Identity Guard detected that a credit card had been exposed in a breach, an alert would be generated notifying the customer of potential exposure and recommending a path to remedy.
Reports: reports provided deeper dives into the how and why of scores, and provided education on how to improve a score or security.
The Dashboard: a quick overview of the health of the account, and an effective way to funnel a customer to the task they wanted/needed to accomplish: view alerts, add a new item to the watchlist, learn about credit scores, etc.
Early Concept Wireframe - Dashboard
An early wireframe exploring different mechanisms for capturing customer data and reflecting the health of the account.
Concept Visual Design - Dashboard MVP
With such a truncated development timeline, I had to deliver visual styling to the front-end developers ASAP. The higher-level concepts were locked in: retaining warm colors and green to denote health, use of hashing for alerts and warnings, blue as call to action.
Concept Visual Design - Dashboard Future Vision
A visual mock to 'proof' scalability and extension of the visual design system. Of dubious utility (in agile environments, it can be counterproductive to look too far ahead) this helped illustrate vision to the Board and suggested paths to explore during research phases.
Starting to build out patterns and elements, and provide some definition for development and marketing.
I provided preliminary flows for the mobile experiences. The rest of the design was completed by an outside agency, with oversight by myself and our mobile development team in San Francisco.
We were trying our best to keep mobile deployment in lock step with the web experience with feature-comparable mobile releases occurring 2-4 weeks after web. We were surprisingly successful, which is a testament to the strength of our mobile developers. These wires were a core flow for mobile MVP.
First Half, Second Half
I was originally hired as the Director of UX on the new product side, but at the end of 2017 I was promoted to Vice President of Creative, overseeing both product UX as well as marketing creative direction and UX. While there is a wealth of design material from 2018, I've decided to focus on 2017 and the early new product UX initiatives for this portfolio.
If you'd like to see more of my work at Identity Guard, please reach out and I'll be happy to talk with you.