Identity Guard is an industry-leading identity protection service, operating as a subsidiary of parent company, Aura. By utilizing the power of IBM Watson artificial intelligence, Identity Guard is able to offer customers immediate alerts any time the system senses a breach. My team’s goal was to find a way to help Identity Guard empower its customers to be more proactive in their own identity protection. We settled on a chat feature.
Client: Identity Guard
Timeframe: 3-week design sprint
Objective: Mobile website feature redesign
Role: UX Designer
Team: 2 UX Designers (+ me)
Tools: Figma, Google Workspace
Identity Guard needed a feature to help motivate and empower users to be more proactive when it came to identity protection.
The tools and resources that identity guard offered to support users’ proactivity were not easily accessible – i.e. on the home page. In addition, customer support services were spotty and unreliable, which frustrated users when they needed help finding information.
To start, I conducted a business analysis of Identity Guard, to understand the company and the product.
Once I had a core understanding of Identity Guard from the business analysis, I then conducted a competitive and comparative (c + c) analysis, in the form of a feature inventory, in order to understand how Identity Guard stacks up against similar companies - e.g. LifeLock, Identity Defense, etc. In doing so, I learned that Identity Guard was one of the leaders in terms of feature offerings.
I then moved on to surveying (potential) users to understand their habits and motivations. From the 13 respondents, I was able to learn valuable insights like the following…
54% selected their phone as the device they use most.
84% do not currently use identity protection services.
84% believe that their information is already safe.
54% “don’t really think about identity theft protection, BUT would be interested to know more…"
From the survey responses, I was able to schedule 7 interviews, in order to dig deeper. I also looked at Identity Guard reviews, to gather feedback directly from users.
With everything gathered from the c + c analysis, surveying, interviews and reviews, I was able to generate a persona to embody our target user.
With Alex, the persona, in mind I started generating ideas for how to improve the customer support and information access. By mapping out current and proposed user flows, I was able to streamline the process for users to find information and/or support.
By hand-sketching a rough design I was able to get an initial feel for how my “chat” solution would behave. From there, I developed grayscale wireframes, which I then converted to a hi-fidelity prototype…
A user-friendly chat feature, offering direct access to Live Agent customer support and search-specific resource articles!
Upon review and from early usability feedback, my team learned that some of the nomenclature for chat options – e.g. “financial monitoring” – were not intuitive. Were I to revisit this product, I would conduct further usability tests to better understand how to minimize friction and increase customer satisfaction.