Confidently needed to revamp their website to feel more trustworthy for users seeking to reclaim their personal data
ROLE
UX / UI Designer
YEAR
2022
CLIENT
Confidently
COUNTRY
USA
OVERVIEW
Every website visited, form submitted, ad clicked, or app downloaded is tracked. Our personal data is collected and sold by a plethora of companies on a daily basis. Phishing attempts, ransomware attacks, and identity theft are just a few examples of the dangers caused by such practice.
We have the right to stop all those companies from selling our online trace, and this is where Confidently steps in.
I felt personally interested in taking a part in redesigning Confidently’s UI because I strongly advocate for ethics in design.
PROBLEM
Confidently’s current interface design doesn’t look as friendly and trustworthy as it needs to be
GOAL
To make their website look more reliable so users know they’re here to help them retrieve their data
SCOPE AND CONSTRAINS
Achieving the feeling of “trust” and human warmth in the design.
My Contribution
I was entirely responsible for the new UI. It needed to provide Confidently with a new interface design that stepped away from the generic look and feel they had. I collaborated with a design lead and together we brought the final screens to life, injecting a human-like sense of warmth, calmness and trustworthiness to each part.
When learning about Confidently’s needs for revamping their UI, I understood the deep need for visuals that made them earn users’ trust, so this became my priority.
From this old design
…to this new face!
Getting familiar with Confidently
I started with exploring the entire page, and familiarized myself with the steps users need to go through in order to identify Confidently’s focus, workflow, content, and features. From there, we came up with the following core types of content.
People visit Confidently’s website to educate themselves on online data privacy issues, but the task people are there to do is hiring their services to retrieve ownership of their data, which narrows down to an informed decision leading to a transaction.
For showcasing purposes, we were asked to design various states of the site, but not the entire scope just yet, so the following were the ones we agreed upon:
Wireframing for visual structure
We jumped right into creating the first round of wireframes.
Coming up with a new visual direction
One of Confidently’s top concerns, was the fact that their current layout looked very generic for people to actually feel trust when using the website. It had to make users feel like a trustworthy confident that you can rely on.
The color exploration had to evoke the key values that Confidently holds, but their brand had to stay present (yellow and blue) so it came down to picking an extra chromatic accent.
We went for the light blue tone over the other two picks because it was a great match with Confidently’s branding colors.
Early UI explorations
For storytelling purposes, some illustrations were needed to further convey a trustworthy yet feel. The message being: “just relax, let Confidently do the hard data-retrieving work for you”
Providing the Home page with a clear goal
The primary step is showing the user the main goal for the homepage: the ability to find out whether or not their personal data has been compromised + a pathway for them to reclaim it back. Therefore, an introduction with a call to action and a clear first step to start their data claiming process needed to be the first things users see.
This is obviously followed by the entire flow of steps for users to retrieve their data.
What I’d do differently next time
Interview users: This project was merely aimed at redesigning the UI, granted why I didn’t have a lot of room for product opportunity discovery, however I’m always really interested in learning what do users expect from products alike Confidently. I would have loved to run a couple of interviews prior to the actual design process.
Conduct AB testing: Prior to presenting the final design to the team, I would have liked to have some users available to conduct AB testing and gain insights from both versions and analyze pros and cons of each design.
Have a work inquiry or want to go grab a coffee? Drop me a line at dianatormel@gmail.com ☕️
Thank you for reading! ✨
