IdentityIQ

Background

IdentityIQ is a U.S.-based identity theft protection company offering multi-tiered security plans, including its standout Secure Max package, which extends coverage to family members at no additional cost, setting it apart from similarly priced competitors. Our team was engaged to evaluate and improve key areas of the user experience, with a focus on clarity, trust, and conversion across their digital touchpoints.

We started with deep discovery, stakeholder interviews, cross-functional workshops, and user research. I synthesized key findings and led concept development to simplify navigation, enhance credibility cues, and clarify the value proposition. Through iterative prototyping and validation, we refined core flows and aligned visuals with IdentityIQ’s positioning in the competitive identity protection space.

Early in the redesign process, we uncovered low user engagement around credit score purchases and refreshes. This prompted a deeper investigation into how visual and interaction patterns were influencing behavior. One major finding centered on color psychology: studies show that the use of color red in financial contexts, especially in credit score visuals can evoke anxiety and limit risk-taking. To avoid this, we intentionally moved away from color-coded score levels. Instead, we adopted a neutral-to-positive palette using gray and green, creating a calmer and more inviting experience that encouraged users to interact more confidently with their credit score.

In addition, I developed a design system framework to ensure consistency and efficiency in the final product.