MASTERCARD®
Pioneering a new digital identity model
CHALLENGE
The interest surrounding digital security in the payments industry is intense. Hardly a day goes by without another story about identity theft. The rising threat has brought a vigorous response, leading to a complex and crowded security marketplace with overlapping security protocols and competing payment platforms. Rising above the noise and gaining differentiation poses a real challenge, even for the most innovative of new offerings.
Mastercard embarked on tests of a groundbreaking digital service that has the potential to verify a person’s identity immediately, safely and securely in both the digital and the physical world. Mastercard’s unique model embodies privacy-by-design and does not aggregate identity data. It enables digital interactions to occur with minimal data exchanged and only when needed, and safeguards data and the use of data effectively such that the users are in control.
SOLUTION
Working with the product development team, we first needed to fully understand the capabilities of the product, how it differed from related offerings in the market and what role it would play in Mastercard’s global portfolio.
We grounded our work in the Mastercard design system while also exploring its limits. The name was straightforward and simple: “ID.” To reflect the unique nature of the product, the logo, visual system and UX components evoked the safety and privacy of the offering, visually representing the “mosaic” of data points that make up an individuals’ identity and the ability to only supply the necessary data required per interaction. Working with the Mastercard UX team, we co-developed user flows and guidelines regarding the vital relationships with trust providers and relying partners.
OUTCOME
The program is currently enjoying a successful pilot in Australia with plans to expand to other regions.
