Protecting online identity

How might we empower users to take control of their online identity?

UX Design • Service Design • Mobile app design • User research • Interviews • Usability testing • Online identity • Data breach

scope. Conceptualizing and designing the user experience for the launch and ongoing evolution of the F-Secure ID Protection app

space & role. UX Designer at F-Secure Corporation, a Finnish cybersecurity provider with 30+ years of experience. Led the design for the new product, collaborating closely with the visual designer, creative writer, and engineers

outcome. A product that allows users to check their exposure to data breaches and take preventive actions against identity theft, while also integrating into F-Secure’s broader cybersecurity portfolio

Problem area

Our personal information is scattered across the online world.
Even when we’re careful about where we share it, data breaches still happen — exposing our information to hackers.

Early interviews showed that users are aware of the risks and the real-life consequences they can cause:

They were taking steps to protect themselves as well, but still questioned if these measures were enough to prevent potential harm.

Building strategy

Early user interviews and expert insights revealed key challenges in online data security. A rough prototype from our Design Sprint aligned stakeholders, while initial user tests clarified misconceptions—helping us refine our focus on what truly matters:

To support users’ peace of mind, we defined three core goals:

Active email breach monitoring with visible reassurance

Timely notifications when user data is exposed

Immediate support through a password manager

Beyond recovery and reaction, early insights revealed a bigger opportunity: helping users take proactive steps to reduce risk.

This shift—from reacting to preventing breaches—aligned with our broader vision: unifying F-Secure’s offerings (antivirus, VPN, and browsing protection) into one trusted digital safety hub. Scoping this within ID Protection helped us identify meaningful, future-forward use cases for our users.

Solution

As an early player in the market, we shaped our core offering through user interviews, benchmarking, a Design Sprint, and initial user tests. It focused on actively monitoring user’s email addresses for data breaches and notifying when their info is exposed.

Once the core product was in place, we expanded the guidance concept to unlock its full potential and align it with our broader vision. Rather than overwhelming users with tasks, we designed an experience that evolved with them—offering timely, structured guidance instead of a static to-do list.

We focused on two key areas:

Keeping users focused on what matters most by prioritizing reactive guidance

by allowing users to archive breaches, reducing clutter

Introducing proactive guidance once users were familiar with monitoring and reactive steps

by evolving the information architecture to reflect the user’s journey

Through moderated user tests with a diverse group, we validated the value of the guide concept and its impact on long-term engagement.

Users expected the product to raise awareness of online threats and provide actionable, proactive guidance—helping them feel safer and more in control of their online security:

Adoption

We launched the ID Protection mobile app to help users manage their online identity and gain peace of mind. This app later became part of F-Secure TOTAL.

We expanded beyond recovery, introducing the guide concept to help users build safer online habits. As we consolidated our offerings into one product, the guide evolved into a way for users to explore features with contextual, non-intrusive guidance.

This also led us to prioritize different types of guidance and notifications, ensuring only the most critical ones required immediate attention.

By strategically leveraging our portfolio at key moments, we keep providing users with peace of mind and solidifying our role as their trusted partner in the digital world.