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Identity Guard (2017-2019)

VP of Creative, Product & Marketing

I was with Identtiy Guard for over two years, until its acquisition by Jeffrey Katzenberg's WndrCo in the beginning of 2019. During my tenure at Identity Guard I led a ground-up redesign of the flagship product suite, a consumer-facing identity protection service leveraging the AI of IBM Watson. The complete redesign, from concept to going live, took four months, and was only possible in a seasoned agile environment with fantastic developers, product, and QA folks. 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. In my second year my responsibilities expanded to include branding, marketing collateral and messaging.

Identity Guard: What We Do
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Identity Guard: Welcome


Due to space and time, what is presented below are very broad strokes. If you have questions please feel free to contact me.

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.

Identity Guard: Text
Flow and IA_Mobile.jpg
Identity Guard: Image


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. 

Identity Guard: Text

Early Concept Wireframe - Dashboard

An early wireframe exploring different mechanisms for capturing customer data and reflecting the health of the account.

Identity Guard: Image
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Concept Visual Design - Dashboard MVP

With a truncated development timeline, we 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. Data suggested that our user base was skewed 45 and older, and was primarily on tablet and laptop. The interface reflects this demo.

Identity Guard: Image

Concept Visual Design - Dashboard Future Vision

A visual 'proofing' scalability and extension of the visual design system. This helped illustrate vision to the Board and product teams and suggested paths to explore with users during research phases.

Identity Guard: Image

design system

Key to development agility was creation of a consistent, scalable design system that we could leverage (dev, prod, and design) to quickly develop experiences and gather feedback.

Identity Guard: Text
Identity Guard: Image
Identity Guard: Image
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Identity Guard: Image


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.

The goal was to keep mobile deployment in lock step with the desktop experience. Feature-comparable mobile releases occurred 2-4 weeks after web. We were successful, which is a testament to the strength of our mobile developers. These wires were a core flow for mobile MVP.

Identity Guard: Text
Identity Guard: Image
Identity Guard: Image

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.

Identity Guard: Text
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