Not only did we discover that users were not aware of the brand, but also (based on imagery and colors) we found that users were frightened by the thought of identity theft. This was the exact opposite of the mission of the brand–IdentityGuard wants its customers to have a feeling of being taken care of and to be more carefree with this always there service and knowledge.

Using these findings, the brand’s primary red color was pulled back—more calming blues and lighter colors were used.

For marketing materials, I adjusted the imagery to display happier people living their lives in everyday scenarios.

Two key findings were found here, users did not know what identity theft is or how it can be related to their everyday life. Educating our customers about not only what identity theft is but also showing how relatable and relative identity theft is to potential customers of various stages of life, family makeups and behaviors was a priority in designing and the content.

I collaborated with the content team to strategize digestible bits of knowledge to incorporate into the pages and I created graphics and iconography to visually explain key points.

One of the biggest issues uncovered during testing was that customers did not know what to do on each page. What was the purpose? What do I do now? What are you selling and for how much? This feedback was used to design the structure of each page, verbiage, and content of each page. With the knowledge of customer confusion of pricing, my team was able to approach key stakeholders by making our pricing structure more straightforward–which enabled us to be able to put pricing upfront. Prior to this point, the then complicated pricing structure was only unveiled after the user not only clicks “buy it now” but after inputting information.