Piloting the solution at the football match during Covid-19 pandemic

Problem space

Onboarding screens for MVP

Vision

People can share their data and request to receive services (e.g. rent a car, get a mortgage, book a hotel etc) on their couch. Businesses trust the received data points and provide services without seeing the original documents.

This is possible through a white-label application storing actual data points extracted from official documents (passports, diplomas, certificates, licenses) rather than document images.

Approach

Problem Fit Phase

Validated desirability through value canvas exercises, user journey mapping, qualitative business interviews, and guerrilla user testing.

Tested scenarios:

1. Car rental (Flexvault)
2. Employment qualification verification (CareerWallet)

Solution Fit Phase

Shaped the solution for each scenario through close collaboration with the team in every step: co-creation sessions, design critiques, usability testing, and user story writing.

App for car rental companies

Professional certification sharing app

MVPs built

Three pilots to validate the solution with the real customers of our partners. Unlock MVP was built ad hoc once Covid-19 pandemic hit.

3 pilots ran with real users of our partners

Key Insights from Pilots

Market Fit Phase

Pivoted from white-label to a single Rabobank-owned application named IDA — one app to share data points in all life situations.

Screens from the IDA app that was designed in the beginning of market fit phase

Redesigned Problem Statements

Personas

UX Research

I have created the research template that helps to evaluate the results of the interviews by reviewing if assumptions were confirmed, denied or neutral.

Design Challenges & Solutions

Challenge 1. Guiding users to add data to the app

Users need to add document data to the app before they can send it to a business. This required a clear, trustworthy flow for scanning and extracting data points from official documents.

Mid-fidelity prototype of the flow to add passport data

Latest IDA app flow to retrieve data from a passport

Challenge 2. Signalling that not all data from a document is going to be sent

This design serves two purposes. Firstly users can review what data exactly they are about to send. Secondly they can clearly see that not all data from a document is there. Also data values remain hidden during public sharing to prevent privacy concerns.

Final design — user sees exactly which data points are being shared

One of the early attempts to show data minimisation feature

Challenge 3. App Navigation Clarity

Overview tab: Pending and completed actions; Sent tab: Historical transmission records; Data points tab: All stored user information; Account tab: Settings and preferences.

Four main navigation tabs: Overview, Sent, Data points, Account

Challenge 4. Zero Knowledge Proof Implementation

Visualised income range calculation post-retrieval, demonstrating privacy protection beyond traditional methods. This technology converts numerical data into ranges rather than exact figures.

Zero knowledge proof feature flow

Challenge 5. Initial User Onboarding

Multi-channel introduction including IDA branding on business websites and emails, clear articulation of user value, and upfront communication regarding requested data types and purposes.

Examples of different portals of business where they receive user data as well as physical letters and email communication with users to introduce IDA app to people

Team Structure

Methods & Tools

Outcome

As branding agency completed their work IDA became DataKeeper and interaction designer took over from me to continue evolving the app. I hope DataKeeper app will be perceived as the safest data sharing app that makes peoples' lives more convenient.

Testimonials

Simonluca Definis

Senior Designer @Mobiquity

"I worked with Vaiva on the Innohub/IDA project. Since I have joined the project, I have been positively impressed about how she successfully brought her User Experience design and product skills to the table.

She understands business and strategic decisions and she translates the requirements into design outcomes by creating wireframes, preparing design studios and testing prototypes with real users.

Easygoing, engaging and positive person to work with."

Igor Afanasov

Principal Engineer @Mobiquity

"Vaiva has reasoning behind decisions and happy to share it. Mainly it is a result of user research.

She understands the subject matter really well. All the user and data flows. Even some deep technical details. If someone would tell me Vaiva is a business analyst, I would have no doubts.

Spreading a positive mood is another strength that she has. Vaiva works really well with the iterative approach. She deals well with the half baked solutions. The presentations of the team work delivered by her are always enjoyable, she is very flexible and adapts well to constant changes."

Lucia Collará

Lead Product Manager @Mobiquity

"Vaiva is one of the most talented, cross skilled and effective product designers I have had the pleasure to work with.

I have always been in awe of her majestic ability to orchestrate, drive and follow through multiple threads of work seamlessly, be it user experience strategy, a usability workshop, rapid experimentation techniques and planning, or product design related activities."