Redesigned the web landing experience and conceptualized a scalable identity management dashboard to clarify the value of a modern authentication method and improve how users interact with their digital identity.

In parallel, I defined both an MVP and a future-state (horizon) vision for a unified dashboard that centralises identity management. This included enabling users to seamlessly manage multiple sign-in methods (passkeys, Google, Apple, Microsoft), view and control their linked dApp accounts, and perform key actions such as editing, archiving, or setting default accounts.

The work emphasised usability, transparency, and scalability. Ensuring that users not only understand the product’s value on entry but can also confidently manage their identity ecosystem over time through an intuitive and cohesive interface.

Role: Lead UI/UX Designer

Challenges Identified

• Education & awareness: Users did not clearly understand what the identification method does or its benefits

•  UX & flow improvements: 1. Lack of transparency and control over multiple sign-in methods (passkeys, Google, Apple, Microsoft) 2. No intuitive way to manage identity-related actions (edit, archive, set default)

• Roadmap: Absence of a structured roadmap separating MVP from long-term vision

Approach

• Redesigned the landing page to clearly communicate value proposition, use cases, and benefits

• Simplified messaging to reduce cognitive load and improve first-time user understanding

• Designed an MVP dashboard focused on core identity management needs

• Defined a horizon (future-state) experience to support scalability and advanced features

• Created intuitive flows for managing sign-in methods and linked dApp accounts

• Introduced clear management actions (archive, edit, set default) within a unified interface

• Designed a consolidated view of all connected dApps for better visibility and control