Action Plan
This project defines the strategy for improving engagement and user satisfaction with the Action Plan recommendation system. The work was originally conducted for Identity Force, but the updated designs are intended for a new product that integrates features from Identity Force and CreditView Dashboard. Since this new product is still in development, outcome data is not yet available.
Timeline
April 2023 - July 2024
This project evolved through multiple iterations, adapting to business goals regarding external partnerships. The final design, developed in mid-2024, reflects the latest strategic direction.
Role
Senior Product Designer
Tools
usertesting.com, Miro, Figma
Key Components of the Platform
Monitoring
Personally identifiable information is continuously tracked through various monitoring methods, including dark web and credit monitoring.
Alerts
Users are alerted when their information is detected in databases of dark web exposures.
ID Safety Score
Using these exposure data points, a score is calculated to show users their estimated risk level, providing context for the recommended actions.
Action Plan
Recommendations are provided to mitigate identified risks and improve their ID Safety Score.
This feature is the focus of this case study.
This feature is the focus of this case study.
Understanding User Needs
Discovery Research: Diary Study
A diary study is a longitudinal research method where participants document their thoughts, behaviors, and experiences over time. This approach provides deep insights into user sentiment, pain points, and behavioral patterns in real-world contexts.
Day 1
Kick off
1:1 interview to identify needs
Day 2
First time impressions of product
Day 3
Regular usage begins
Day 30
Final Sentiment Survey
Post-
research
Analysis
This method was chosen to
- Capture users’ initial sentiments before interacting with the product.
- Observe real-time reactions during first-time use.
- Track behavioral shifts over an extended period, uncovering how perceptions and engagement evolve.
It involved..
1:1 Interviews
Unmoderated Testing
Affinity Map Analysis
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Key Insight
The Job-to-be-done (JTBD) framework helps us understand why users "hire" a product—what fundamental need it fulfills in their lives.
User’s JTBD (identified through Diary Study interviews):
"Assure me that my identity is as protected as possible"
This assurance is built through two key components:
- “Inform me when significant or suspicious events occur regarding my identity.”
- “Guide me on how to respond effectively to those events.”
The Problem: Guidance Falls Short
While the product attempts to fulfill the “guide me” aspect of the JTBD through the Action Plan, users found it unclear, unhelpful, and unmotivating after the initial introduction.
Although users initially noted the potential value of such a tool, engagement with the Action Plan dropped significantly, leaving users without a sense of ongoing protection.
Users did not trust the guidance enough to act on it.
The Action Plan lacked clear explanations for why certain actions were recommended.
Motivational Issue #1
Context for Recommendations Unclear
This is the most critical problem. If users don’t understand why these actions matter, they won’t trust the Action Plan.
How might we...
make it clear why a recommendation is relevant to the user?
Before
Context missing from action plan page
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Before
Key info on separate pages
To ascertain the context for the action plan, users must navigate to separate tabs to access ID Safety Score, Top Risks, exposure history and exposed credentials. This separation makes it difficult for users to see the relevance of the recommendations and how those recommendations relate to their unique exposure history.
After
Context for Recommendations Made Clear
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Motivational Issue #2
Poorly Written Action Steps
While understanding the why behind actions is important, clear and digestible how steps are essential too.
How might we...
make guidance easy to scan and act on?
Before
Why this falls short:
- Does not explain what “monitoring” actually entails.
- No direct call to action.
- Assumes prior knowledge of identity protection services.
- Leaves users uncertain about what steps to take.
After
Why this is better:
- Clarity: Clearly defines what the action is and why it matters.
- Actionability: Provides a step-by-step breakdown of exactly what the user needs to do.
- Accessibility: Uses plain language, removing assumptions about prior knowledge.
Motivational Issue #3
Overwhelming Task List
A long, unorganized list of security tasks can feel daunting, and without structure, prioritization, or clear explanations, the action plan feels like an endless to-do list rather than a guided path to improving security.
How might we...
structure the tasks to provide clear guidance and reduce overwhelm?
Before
Long, unorganized list
After
Clear and Structured Workflow
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Usability Issue
Discoverability on Dashboard
Users struggled to locate the action plan due to its placement on the dashboard.
How might we...
ensure that the action plan is easily accessed?
Before
After
The highlighted area shows the visible portion of the screen on initial load. In the 'before' design, the call-to-action for the Action Plan feature extends below the fold. The 'after' design ensures it is fully visible and prominently emphasized, reducing friction in accessing essential tasks.
Reflections & Next Steps
While this feature has not yet been built, the design strategy was shaped by extensive user insights and business considerations. Our testing revealed several factors that prevented users from fully engaging with the existing version of this feature, and our redesign aims to address those barriers.
Once implemented, the success of the new approach could be evaluated through key engagement metrics such as:
Page engagement
How often users visit the action plan page and whether repeat visits increase.
Task completion
The percentage of recommended actions users complete over time.
Feature adoption
The proportion of users who engage with this experience compared to the prior version.