CLEAR
Web Verify
After the success of Health Pass, I joined a newly formed team that looked to transform CLEAR’s secure airport identity verification experience relied on by the TSA into a web-based app that other companies can use to verify their users' identity and enable highly regulated experiences like selling alcohol and rental cars. This new product was also critical for the companies post IPO growth plans.
My role
I was the lead product designer on the team, focusing on the verification experience, and collaborated closely with another product designer on the enrollment experience. In addition, we worked with two content designers and a user researcher.
I worked on this project through the first few partner launches before leaving the company in October 2022.
Discovery
During our initial discovery, we knew one of the significant challenges we faced was how users generally did not trust tech companies with their private data and were highly concerned about what companies would do with that data. From this, we established a few core principles to guide our designs. We would always be fully transparent with what is happening, our users would have complete control over their data, and we would never share more than what is needed.
With this, we worked on an experience map that helped us understand and unpack a user's journey with Web Verify and how they may experience other CLEAR products in the ecosystem.
Data share
One of the most critical steps of the verification experience in Web Verify is what we named the data share screen. This step served as our primary method to capture the legal consent of the user in sharing their data that CLEAR has with the partner to help verify their identity.
I designed different explorations to determine the best visual design for representing the data that CLEAR will share.
I also worked closely with our legal team and explored different variations of how we will capture the user’s consent and meet our legal and compliance requirements.
We would run through a few rounds of unmoderated and moderated usability tests to help land on which designs worked the best and informed our content strategy.
With the final designs we landed on, one big win I pushed for was the idea of abstracting our user's data before sharing it with partners. What this looked like was for an experience where our user was looking to purchase alcohol, and our partners needed to verify that they met the drinking age; instead of sharing our user's complete birthday, we only passed on a yes or no response for if they were over the age of 21.
Handoff
Because multiple engineering teams worked on different parts of the experience with this project, to help with consistency, I worked closely with a principal engineer to implement a UI template that all teams could leverage. The screenshot above shows a section of the handoff specs for this project.
As part of this experience lived in a partner’s app, I also worked on crafting design guidelines for partners in best practices for integrating with our product. The image above shows design guidelines around our “Verify with CLEAR” button.
Final design
The entire Web Verify experience is basically in four steps. The first part of the experience lives in a partner's app, where a button would launch the Web Verify experience. The following two screens are a sign-in experience to verify the user's identity, but instead of using an alphanumeric password, they would take a selfie, and CLEAR would verify their identity through facial biometric verification. The last step would be the data share. If the user consents and their identity is successfully verified, they will be taken back into the partner's app with an experience unlocked afterward.
Impact
After testing our final designs, there was a significant positive shift in their perception of CLEAR after going through Web Verify. Our trust rating went from 3.6/5 to 4.6/5.
In one of the initial launches, we enabled the Las Vegas Raiders at Allegiant Stadium to do faster mobile alcohol ordering and in-seat delivery, where for users that verified their drinking age with CLEAR, servers had quicker drop-off time and on average, cart sizes were double the dollar value.