The old photographs were a mix of settings and activities that were personified the social aspects of the old mission. They were no longer supporting our new narrative that Identity.com was progressing towards.
We updated the site with photos of our clients and photos of digital hardware to underline that Identity.com is a digital product that could be accessed remotely. We treated every photo with a desaturation to mute their colors so they wouldn’t compete with the brighter brand teal color.
p1 Old icons had inconsistent visual treatments like angled shadow on some whereas others were left flat. Also, the brand’s teal color was applied inconsistently where it dominated on some icons, but reduced on others.
p1 We replaced the solid icons and a line set to reduce its visual dominance on the interface and seldom applied the brand’s teal color to produce and overall balance of the color’s presence on the interface.
Identity.com was originally planned to be a consumer marketplace where individuals can create a digital identification card that centralizes their online profiles. That purpose shifted once discovered that there’s a bigger market to supply an identity verification mechanism for employers running background checks on candidates and employees.
The Goal
Our Process
Updated Icons, Illustrations, and Photography
{ Old Icons and Illustrations }
{ Old Photography }
{ Old Homepage }
{ New Icons and Illustrations }
{ New Photography }
{ New Homepage }
With a new product, the product’s marketing website needed a refresh to reflect the mature tone of the product’s serious endeavor to prevent fraudulent behavior and build trust with businesses. I was a product designer on the Marketing Team and we redesigned the new website.
Identity.com Refresh
Identified the new voice for Identity.com with all stakeholders including PMs and CEO. Assessed the old website to identify imagery, iconography, illustrations, and wording that could be repurposed or updated. Collected new imagery, color, and iconography that reflected the newly defined voice.
Definition
Created wireframes for the new layouts across all pages, reviewed with Marketing Design Manager and UX Editor for feedback, incorporated feedback to align with new messaging and illustrations. Researched and collected photos from stock images sites and edited selected photos to match the brand’s new visual style.
Provided final designs, design specs, and assets to engineering team. Completed quality assurance for web and mobile responsiveness in pre-production instance.
Design
Deliver
Our New Marketing Website
We refreshed all of the marketing pages on Identity.com with new photography, iconography, illustrations, footer, and copy. We learned that by also desaturating the muting the photography, we were able to have better color contrast with the white text over the photographs. In total we updated nine webpages and introduced a plethora of reusable illustrations for video tutorials.
Discussed with stakeholders goals and expectations. Identified the portion of the GoodHire Candidate Flow where identity verification takes places to create a smooth experience for end users.
Define
GoodHire provides employers background checks on their job applicants. For GoodHire to use Identity.com to run identity verification, they required Identity.com to white-label their verification process to maintain GoodHire branding. GoodHire wants their customers to believe they have not left the GoodHire Candidate Flow when completing their verification.
White Labeling Identity.com’s ID Verification for GoodHire
Learn the various components on GoodHire: form fields, iconography, color, and typography to create mock-ups of the identity verification with their branding. Reviewed with stakeholders, tested experiences with users to gather feedback, and continued iterating as needed.
Design
Provided designs to integration team and completed visual audit of the identity verification portion to ensure it met goals and expectations.
Deliver and Evaluate
{ Before White-Labeling: Identity.com’s Identity Verification Interface }
{ After White-Labeling: Identity Verification for GoodHire }
{ Additional White-Labeling for GoodHire }
My volunteer and professional product marketing work
Marketing
Other Works
APEN is an environmental justice organization with deep roots in California’s Asian immigrant and refugee communities. With limited budget, APEN’s goal is to have a digital annual report to easily distribute and attach in grant application. During Medallia’s Global Week of Giving, I recruited and organized a group of volunteers from Medallia to design and build an Annual Report for Asian Pacific Environmental Network (APEN).
Volunteering for Asian Pacific Environmental Network (APEN) during Global Week of Giving
We audited the platform and listed all web pages in a shared document. Then we evaluated and estimated the time to deliver redesigns and develop each page.
Analyze
Our Process
Understand how APEN would utilize and distribute the Annual Report. Identified digital annual reports that APEN aspired to resemble or distinguish themselves from.
Brainstorm
Created mock-ups reflecting the defined approach and reviewed with other volunteers and APEN’s Digital Manager. Implemented feedback into designs and annotated design interactions to meet accessibility.
Design
Provided designs and assets to engineering for development. Maintain open communication with engineering during development.