Digital ID
Do everything with 1account
The vision
4 years ago 1account was created to protect children, empower adults, and facilitate effective and efficient transactions for a contact-free, digital ID.
1account works with companies that take compliance seriously and believe in sustainable business processes to power growth and profitability in a responsible and ethical way.
Background
The core service at 1account is Age verification, supporting both B2B and B2C. Following the vision, we are currently focused on a few industries such as vaping, entertainment and gambling, with the plan to extend to retail supermarkets.
The Digital ID app's objective was to help customers prove their age when buying any adult product at a physical store.
As part of the new designs, I wanted to tackle the issue of transparency and put the user in control of their ID activity,
Build access, awareness and relationship with their new DIgital ID to be used anywhere.
Timeline
Understanding the problems
A year and a half ago ( Feb 2021) the Digital ID was developed, there were three iterations before we managed to redesign the whole app look and feel as well as optimising the registration user flow and messaging.
Discovery
Secondary Users research
Given that this project was just at the beginning of the pandemic, it was difficult we were all experiencing during those times there was not a single person who wanted or had the mental capacity to help us with this research therefore my starting point was looking for reports and data from bigger and tech companies that could gather qualitative data to reflect what we were living back at the time.
I found some interesting articles from McKensy, Accenture and Thales.
Output: Based on my research Users research - user Research 2, different type of consumers, new motivations. uncover pains and concerns felt by individuals. It was revealed that:
Customers
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During and after the pandemic people motivation shifted towards health and safety
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Individuals were motivated and positive about the solution, they want solutions to make their lives easier, however their main concern was the data security and privacy.
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Individuals wanted to be in control or have more transparency as to where their data was used
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Individuals would be more conscious of their purchase if the solution as easy and better than what is already out there
Companies
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Companies would be interested in the integration of the API was simple
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Companies wanted to be in control of their data, its security and reports
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Companies would be more interested if they were supported with compliance GDPR
Empathy map sessions
My objective was to understand the peoples pain points when using an physical ID, their mental models and behaviours. This exercise was run for a period of time as given the restrictions a limitated access to a big users group.
Output: Based on the data collected i have identified two types types of users and segments that allowed me to draft a targeted group of personas.
Also allowed me to see the users mindset before during and after the pandemic given the different user's generation.
Industry research
Its also important for me and the team to understand the trends, technologies and opportunities and risk flagged out by other big governmental projects. they also provide all the must have legal details that we need to take in consideration
Outcome
Developing a good rebust digital ID would facilitate interaction between individuals and institutions benefiting:
Social
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Increases inclusion growth, which provides greater access to goods and services; by increasing formalisation, which helps reduce fraud, protects rights, and increases transparency; and by promoting digitisation, which drives efficiencies and ease of use.
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Enables civic and social empowerment
Economy
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Unlock national and global economy value
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Makes possible real and inclusive economic gains
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Digital ID coverage could unlock economic value equivalent to 3 to 13 percent of GDP in 2030.
The above research has provided me with an excellent overview of all the industries the Digital ID can help improve our lives, which I believe is very promising for everyone.
Pain releasers
Below I have identified a list of pain releasers the Digital ID would be able to solve:
App evaluation
I also reviewed the existing app to understand the goal and understand the areas that were causing friction. so I could re revise and improve.
Product vision and solution
From these findings, we decided as a product to identify key business goals:
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We want users to create their Digital ID easily with few steps
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We want users to understand the benefits of Digital ID
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We want Customers and business to take actions by being responsible when buying/ selling adult products
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We want users to understand how their actions positively affect change for the youth
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We want the DIgital ID to become a product of habit
Ideation
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The first thing i thought needed to be rebuilt was the relationship between a physical ID and a digital ID this way the transition won't be so hard to accept by the user.
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Ethically we needed to provide an activity log so the users will know where their ID has been scanned
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Customization were possible so each user feels connected to their ID
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Digital ID card interaction, to give a similar behaviour to the tangible card
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Optimise account creation
Walk through
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Together with the Marketing, we felt it was really important to tell the 'What' and the 'benefits' of Digital ID to ensure for 'who' customers over 18 have a clear message of the service and product.
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More human images to help users relate and be perceived as people's product.
Under 1 minute Registration flow
A simplified four steps registration flow, the enhacements here are: the order of the steps to follow, no PIN to be entered and no login access instead 2FA is implemented.
Introduction
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Animated steps are introduced to capture users attention
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Having less content would increase attention for users
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Having the screen less cluttered will allow the user to focus on the instruction (fold).
Step 1 - Add phone No
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User enter phone number
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2FA with auto complete PIN so the user never enter an incorrect one
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Save the user time and effort to get out of the app
Step 2 - Email address
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A standard email screen
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Once email is submitted the user will receive an email for
authenticaion
Step 3 - Document scan
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Document intruccions are provided to help the user
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choose a type of documented
Step 4 - Selfie
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User selfie instruction are provided while taking
a picture to ensure and ID is successfully created
Home screen
Cue
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First time user will have an animation indicating the card can be tapped to rotate
Interaction
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The card is tap to flip front and back, just like a tangible card
Details
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As soon as the user has been Aged verified and all the details provided are correct then an ID is created
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The card is similar to an ID card and display the details captured from the scanned document plus the image taken.
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An ID number is generated to be a unique identifier
Card controls
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Security
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Help
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Settings
Marketing space
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Space used to communicate important information about a service, marketing or personal information.
Define MVP and feature prioritisation
Together with CEO, CTO Marketing and PM listed all the areas that needed to be improved based on User journey prioritazion approach.
This of course was far more detailed for the back end and app developers.
Development
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I run multiple demos with developers to make sure we were all aligned using incision prototypes
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I handed over pixel-perfect to zeplin
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Created a checklist template in jira to ensure the developers and testers knew what was expected
Validating the designs
Currently, validating on Post launch at live expo events like:
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Night club pilot organised with the home office
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Vending machined at Tesco and Iceland
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Currently in the process of organising a user group of 30 people
The objective is to if the concept has succeded, how is the UX of the product and capture product performance.
Feedback
We are currently monitoring the analytics and working on the following:
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Internet connection is creating friction
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Images are too fast and result in half in some cases
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Data passed to the card is not complete
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Missing reminder if the Card is on pending state
Reflection and key takeaways
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The best designs come from collaboration. It was great to see everyone's ideas, especially from the tech teams. There is still a big gap between design and the rest of the company and we designers need to keep highlighting the importance but also protecting the process and space needed to develop ideas/solutions to a given challenge
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Design thinking and culture are key to effective team products. it can be challenging when strong personalities and opinions but we are there to help solve challenges so I wear that hat and make sure I keep focused on the main goal and make it easy for everyone where possible.
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Testing I am glad I'm finally given some resources to go ahead and set up a test session after the feedback above, but I really wished I had been supported when I joined. I take we all learn from our mistakes.