Websites for the U.S. Chamber of Commerce
Tools for building trust
for LinkedTrust
Role: UX Designer, Volunteer Mentor
Team: Senior Developer/Key Stakeholder, multiple Product Managers, UX Designers, and Developers
Context
LinkedTrust provides Decentralized Identity (DID) services, enabling people to prove the authenticity of their information without giving up their privacy, security, or possession.
Information is authenticated by issuing bodies using cryptographically-signed proofs. These proofs are known as LinkedClaims, and they can't be tampered with in any way. If the DMV were to issue a Driver’s License with LinkedClaims, the Licensee would be able to use the LinkedClaim's Identifier as guaranteed proof of a valid Driver's License.
Our Goal
LinkedTrust had previous success proving the value of their product to individual clients. However, the business's goal was to further integrate and utilize the LinkedClaims system.
Project Brief
For their client, the United States Chamber of Commerce, our team had to “design and deploy a public-facing tool to demonstrate the benefits” (from the Project Brief) of LinkedClaims for small businesses. This would be LinkedTrust's first ongoing, public-facing service.
As a starting point, I suggested to Golda, our key stakeholder, the idea to conduct a company-wide brainstorming session. She like the idea and asked me to moderate. I led a cross-functional group through a series of thought exercises which we then discussed. We came up with ideas that we really liked, but that wouldn't fit our contract. However, we also agreed on an idea: a service that puts LinkedClaims in the hands of Small-Business Owners, to give verifiable credit to their employees.
Designing User Fubnctionality, for Our Service
I defined and created a simple process for generating a LinkedClaim.
I also created the other side of our product: a simple process for organizing your own LinkedClaims into groups.
Visual Design for Marketing
Purpose: Encourage users’ understanding of how LinkedTrust’s LinkedClaims products could authenticate information (there was some confusion).
Target audience: potential investors and potential clients
The Web of Trust represents the authentication of the origin of information, and the composition of multiple LinkedClaims into one authenticated LinkedClaim. For example, a university can send a potential employer your transcript as a LinkedClaim, thus verifying the authenticity of the issuance of the transcript and its parts.
Project Impact
Our website, while it was public-facing, earned us new investment from our client along with a new project to work on: another public-facing web application for small businesses. My brainstorming activities were made a staple at LinkedTrust, and the ideas from that session led not only to the public-facing website, but to new partnerships for future products.
“Alex is a thoughtful designer with the ability to guide a group towards clarity of vision, something we had greatly been struggling with! He was able to set the stage and gently urge a group of talented juniors to think creatively and independently to form a vision together, and also provided ongoing mentoring to other designers. Having a grounded, user-focused approach and the ability to both pull out thoughts and guide them into a coherent whole is incredibly valuable, and I greatly appreciate Alex's contributions to the LinkedTrust project!”
– Golda Velez, Senior Software Engineer at LinkedTrust
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