Building a Cohesive Brand Experience for identity.com

iD helps companies to verify and manage personal data safely. As iD’s second visual designer, this is my story of how I helped people build trusted connections online after beta launch to consumers in 2014.

iD helps companies to verify and manage personal data safely. As iD’s second visual designer, this is my story of how I helped people build trusted connections online after beta launch to consumers in 2014.

iD helps companies to verify and manage personal data safely. As iD’s second visual designer, this is my story of how I helped people build trusted connections online after beta launch to consumers in 2014.

iD helps companies to verify and manage personal data safely. As iD’s second visual designer, this is my story of how I helped people build trusted connections online after beta launch to consumers in 2014.

iD Card

ROLE

I was responsible for brand, visual, and experience design of iD. My role initially focused visual design and eventually transitioned product after my first year.

I was responsible for brand, visual, and experience design of iD. My role initially focused visual design and eventually transitioned product after my first year.

I was responsible for brand, visual, and experience design of iD. My role initially focused visual design and eventually transitioned product after my first year.

I was responsible for brand, visual, and experience design of iD. My role initially focused visual design and eventually transitioned product after my first year.

I was responsible for brand, visual, and experience design of iD. My role initially focused visual design and eventually transitioned product after my first year.

TEAM

I worked with product managers, developers, QA engineers, and creative teams (including content, video, and design). For most projects, I paired with one product manager, one designer, and a developer.

I worked with product managers, developers, QA engineers, and creative teams (including content, video, and design). For most projects, I paired with one product manager, one designer, and a developer.

I worked with product managers, developers, QA engineers, and creative teams (including content, video, and design). For most projects, I paired with one product manager, one designer, and a developer.

I worked with product managers, developers, QA engineers, and creative teams (including content, video, and design). For most projects, I paired with one product manager, one designer, and a developer.

I worked with product managers, developers, QA engineers, and creative teams (including content, video, and design). For most projects, I paired with one product manager, one designer, and a developer.

VISUAL & EXPERIENCE STRATEGY

I created prototypes to communicate vision, design, and content strategy. My work helped with team and product alignment to drive better, informed decision making.

I created prototypes to communicate vision, design, and content strategy. My work helped with team and product alignment to drive better, informed decision making.

I created prototypes to communicate vision, design, and content strategy. My work helped with team and product alignment to drive better, informed decision making.

I created prototypes to communicate vision, design, and content strategy. My work helped with team and product alignment to drive better, informed decision making.

I created prototypes to communicate vision, design, and content strategy. My work helped with team and product alignment to drive better, informed decision making.

THE CHALLENGE

PROBLEM

Create stronger transactions of trust for businesses and consumers

Create stronger transactions of trust for businesses and consumers

Our challenge was to evolve with the growth of businesses answering the needs of consumers who conduct online transactions for either online or offline interactions.

iD would be the platform that partners could integrate with to verify user identities. We would be the central location for people to manage their data safely through verified iD cards.

Our challenge was to evolve with the growth of businesses answering the needs of consumers who conduct online transactions for either online or offline interactions.

iD would be the platform that partners could integrate with to verify user identities. We would be the central location for people to manage their data safely through verified iD cards.

Our challenge was to evolve with the growth of businesses answering the needs of consumers who conduct online transactions for either online or offline interactions.

iD would be the platform that partners could integrate with to verify user identities. We would be the central location for people to manage their data safely through verified iD cards.

Our challenge was to evolve with the growth of businesses answering the needs of consumers who conduct online transactions for either online or offline interactions.

iD would be the platform that partners could integrate with to verify user identities. We would be the central location for people to manage their data safely through verified iD cards.

One of my first major projects was to flush out the product’s brand and visual elements. Establishing the single source of truth was critical for the growing design and development teams. We needed to speak the same language so our users could too.

The initial phases included endless screenshots, PSDs, and Google sheets to document the process.

REBRAND & TOOLS

UI Style Guide

One of my first major projects was to flush out the product’s brand and visual elements. Establishing the single source of truth was critical for the growing design and development teams. We needed to speak the same language so our users could too.

The initial phases included endless screenshots, PSDs, and Google sheets to document the process.

One of my first major projects was to flush out the product’s brand and visual elements. Establishing the single source of truth was critical for the growing design and development teams. We needed to speak the same language so our users could too.

The initial phases included endless screenshots, PSDs, and Google sheets to document the process.

One of my first major projects was to flush out the product’s brand and visual elements. Establishing the single source of truth was critical for the growing design and development teams. We needed to speak the same language so our users could too.

The initial phases included endless screenshots, PSDs, and Google sheets to document the process.

One of my first major projects was to flush out the product’s brand and visual elements. Establishing the single source of truth was critical for the growing design and development teams. We needed to speak the same language so our users could too.

The initial phases included endless screenshots, PSDs, and Google sheets to document the process.

As a living document, the UI style guide evolved to meet the needs of its users (designers, marketers, product managers, and developers). I collaborated with Tyler Childs to build out a dev style guide which we were responsible for maintaining.

iD 2015 styleguide

DESIGNING FOR SCALE

Email Product & Marketing Templates

Emails help us connect with our users by closing the feedback loop in the product. After beta launch, with growing features and product offerings, the email templates needed optimization. They were designed to focus on content while allowing our marketers the ability to create without reliance on design.

A significant issue with the previous designs was the confusion between types of templates for different use cases. We also wanted to drive engagement leading to a full visual upgrade for brand alignment.

The previously designed emails:

Emails help us connect with our users by closing the feedback loop in the product. After beta launch, with growing features and product offerings, the email templates needed optimization. They were designed to focus on content while allowing our marketers the ability to create without reliance on design.

A significant issue with the previous designs was the confusion between types of templates for different use cases. We also wanted to drive engagement leading to a full visual upgrade for brand alignment.

The previously designed emails:

Crucial Message, Clear Call to Actions

With the new templates, there was room to focus on crucial messaging along with space to provide a visual complement. Most importantly, any key message & CTA would always be placed at the top to capture the few moments most of our subscribers would have to decide whether or not to continue reading their emails.

With the new templates, there was room to focus on crucial messaging along with space to provide a visual complement. Most importantly, any key message & CTA would always be placed at the top to capture the few moments most of our subscribers would have to decide whether or not to continue reading their emails.

With the new templates, there was room to focus on crucial messaging along with space to provide a visual complement. Most importantly, any key message & CTA would always be placed at the top to capture the few moments most of our subscribers would have to decide whether or not to continue reading their emails.

With the new templates, there was room to focus on crucial messaging along with space to provide a visual complement. Most importantly, any key message & CTA would always be placed at the top to capture the few moments most of our subscribers would have to decide whether or not to continue reading their emails.

With the new templates, there was room to focus on crucial messaging along with space to provide a visual complement. Most importantly, any key message & CTA would always be placed at the top to capture the few moments most of our subscribers would have to decide whether or not to continue reading their emails.

Redesigned iD Email Templates

MAINTAINING BRAND CONSISTENCY

Mood Boards, UI, Business Cards, and More

Current Experience—User Feedback

Current Experience—User Feedback

Trust between a user and a product stems from a consistent user experience. Given my background in a marketing/branding, it was a natural fit for me to oversee the maintenance of brand. I’ve gotten to complete fun projects including mood boarding, business cards, landing pages, and more.

various-iD-projects-full

REFLECTIONS

Thoughtful design makes the difference

Design is an iterative process. It’s can also be the answer to testing and validating assumptions. This role has taught me to be quick but most of all, thoughtful in all the decisions I make.

Launching is the first step

I was part of the initial team that launched the beta version iD to consumers in September 2014. This role was my first experience with a launch and my first job out of college. We’ve hit a few bumps along the way, tested some assumptions, and pivoted. Our goals changed, the team changed, and while this was hard to grasp at first as to why parts of the product weren’t up to par, it’s been a humbling experience to understand pain points and to push forward.

This role was incredibly impactful in my career. I learned that I loved to work with users. Thus, this has become the driving force to my passion for advocating on behalf of the user through design. I wouldn’t be where I am today without this experience.