ID.me needed an expandable platform that would enable them to connect general users with coupons and cash back, in addition to providing group members (military, teachers, students, and first responders) access to exclusive savings and rewards via their existing identity verification technology. ID.me sets themselves apart by promising to never share, sell or rent their user data, and we needed to find a way to tell their story of trust, security, exclusivity, and value.
In addition, one of ID.me’s primary goals was to turn the shopping experience into a game, encouraging users to shop regularly through ID.me and complete various activities to earn increasing levels of cash back rewards. Although the cash back rewards system had complex requirements, the interface needed to be simple, engaging, and easy to navigate.
In order to make the site friendly to general users, we had to ensure that group-exclusive offers were visible and easily accessible, but didn’t take over the site. Users needed to be intrigued, comprehend the value of membership, and ultimately be motivated to create an account.
ID.me also has many different types of retail partnerships that necessitate variable offer and cash back information per store and per offer. We needed to design and develop a holistic and easily-understandable way of displaying this information that would take their many partner scenarios into account, and we needed to incorporate curated ad space into the design without sacrificing quality or usability.