Identity Force


Identity Force 


Identity Force is an identity theft protection subscription that provides services like alerting and monitoring for identity theft, fraud, social media hacking, child identity theft, credit card theft, insurance fraud, IRS tax fraud, and medical theft just to name a few. They provide services to both individual users and businesses. Their mission is to provide identity protections to you, your family, and your work life.



The challenges that my team was faced with during this project was that, while the desktop version of the website was both beautifully designed and easy to navigate, the mobile app had serious usability issues. The mobile app is hard to navigate, hard to read, does not send notifications when set up to do so, and is overall frustrating for both the user and the business. My group also wanted to heavily focus on how we could get more users to sign up for this type of service before the consequences of a stolen identity were upon them.


Brief: Identity Force is in need of a mobile app to replicate their desktop version of their eCommerce site

My Role: UX/UI designer, user researcher, visual design, usability testing , persona developer, wireframer, information architect, content strategist


Time Frame: 2 weeks

Deliverables: A mobile Application

Tools: Sketch, InVison

Group Members: Alex Lazear, Elyza Brillantes




As a group, we started our interview process by each sending out a survey through our social media sites along with our LinkedIn profiles. Through this we were able to generate 35 responses, resulting in 5 in-person interviews. We were also able to leverage several online reviews. We were able to collect valuable information on the type of services that Identity Force has to offer and what kind of user is likely to subscribe to this type of service along with issues that current users might be experiencing with the mobile app.

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Through our interviews and online reviews we discovered a few valuable insights and pain points

  • The mobile app itself was hard to navigate and not easily readable.

  • The updates and notifications were inaccurate and often sent during incorrect time frames.

  • The general population of people taking the survey stated that they would not pay for this type of service, even ones that were victims of identity theft in the past.

  • Most users were uneducated about identity protection services in general.

This is November and you’re showing me September’s credit score. Not happy.
— Existing User

Journey Map

Through our research, we were able to create a journey map that helped us consider some key “how might we” statements.

How Might We:


• prevent incidents in the first place?

• alert users of risks, instead of waiting for an incident to occur?

• make assessment steps less overwhelming?

• simplify the recovery process so it is less of a burden on the customer?

• exemplify that the service works?

• enroll a customer before an incident?

• educate individuals about security issues?



My team was able to develop 2 personas for who the Identity Force protection plans would target.


The Cautious Business Owner

• Wants identity protection for him and his family

• Makes an above average income and can afford this type of service

• Is a business owner and doesn’t want to take any risks with fraud or identity theft


The Carefree Victim

• Has been a victim of credit card theft in the past

• Doesn’t see the point in spending money on this type of service

• Is uneducated about the subject of identity theft

• Needs a motivating factor



Through the ideation process, my group was able to come up with an idea for a mobile app that:

• is easy to navigate and access

• is intuitive and easy for users of all backgrounds to understand

• has a page dedicated to education of what identity theft and fraud is and how individuals could go about protecting themselves

• a motivating factor for the target customers who don’t understand the point of purchasing this type of service


Early sketches & Wireframes

My team was able to run a couple rounds of a design studio to see what different ideas we could manifest individually, what was definitely working, and what ideas overlapped.



The idea of a “freemium” with an on-boarding quiz for the user that doesn’t see the need to pay for this type of service. This version of the subscription will still give you access to features such as education to help protect yourself and Identity Force’s version of a credit score which we called a “Identity Force Score




After the initial on-boarding quiz, the user will then be lead to the freemium version of the home page where they are presented with the Identity Force Score. This score is a motivating factor for both current users and prospects. If the customers builds their score through a series of tasks (raising their credit score, viewing education information, etc.) the customer will receive a discount on their monthly premium.



The third key feature that we decided to focus on was the idea of education being a driving factor for users to purchase the service. Not only will the user’s “Identity Force Score” be raised, but for the new user that is uneducated about identity theft, this will hopefully help to make these individuals see the significance and importance of this service.