IDENTITYFORCE
IdentityForce provides a monthly subscription
for identity, privacy and credit protection.
Project Goal
The challenge for this two-week team concept project:
How can we encourage IdentityForce subscribers
to do more to
help protect their own identities?
Key Research Takeaways
Through 124 surveys and 10 in-person or phone interviews, we unearthed people’s current behaviors and attitudes about identity protection. We further investigated behavior change models and loyalty programs to inform our ideation process. We focused our design solutions around the following insights.
Users are worried about identity theft
63%
of users surveyed are somewhat or extremely worried about identity theft. As more large company breaches hit the news, this number is not likely to decrease anytime soon.
They know they should do more
The vast majority of people we spoke with, even the ones who have had their identities stolen, aren't taking any steps to protect their identity. 81%
are not currently using any protection services.
They need motivation to act
More than 30%
of those we spoke with would consider taking additional steps
to protect their identities. 44%
would be encouraged to act with discounts or rewards,
and an equal number would be motivated by the peace of mind
these safeguards would bring.
Design Solution: Rewards
A new rewards program will provide both the intrinsic (safety) and extrinsic (money! stuff!) motivation
to encourage users to take more actions. As they earn points for each task, they expand their protection in parallel, adding to their peace of mind.
Using proven gamification theories, the rewards program allows users to earn points for taking actions such as::
- Installing a password management or encryption service
- Changing and varying passwords
- Avoiding using free/open wi-fi
- Locking access to credit reports
- Checking bank, credit card and credit bureau statements
- Shredding sensitive documents
The accumulated points can be used for discounts or upgrades on service, cash, gift cards, or other bigger ticket items.
Rewards
added to universal nav bar to help with discoverability.
Dashboard:
Points balance highlighted and status bar included to keep users motivated towards their rewards goals.
Messaging reminds subscribers that they are also making themselves safer, reinforcing their peace of mind.
Rewards Options:
Variety with low point items and bigger ticket items. Points can be redeemed for cash, discounts, upgrades, gift cards or higher value gifts.
Each big ticket item can also be available for a monthly sweepstakes.
Earn rewards:
Each task is explained clearly and simply in a modal, with recommendations as needed.
Users can set reminders for tasks that are repeatable.
Completed tasks will be checked off and grayed out, giving the users a sense of accomplishment.