Case Study - The Digital Identity experience

Overview

For this project, we partnered with a government service provider to design the Australian digital identity process. Through extensive user research, including interviews, usability testing, and behavioural analysis, we identified key pain points across different user cohorts; ranging from tech-savvy individuals to those with low digital literacy. Our research uncovered that first-time users struggled with complex navigation and unclear instructions, while repeat users desired a faster, more streamlined experience. By leveraging these insights, we crafted a cohort-specific interaction design strategy, ensuring the experience was both accessible and efficient for all users.

Our interaction design approach prioritised progressive disclosure, guiding less experienced users with clear step-by-step flows while allowing experienced users to bypass unnecessary steps. We introduced adaptive UI elements that adjusted based on user behaviour, such as simplified onboarding for beginners and quick-access features for power users. Through iterative prototyping and A/B testing, we validated design decisions and refined interactions to enhance usability and engagement. The result was a seamless, inclusive experience that improved completion rates, reduced errors, and increased user satisfaction across all segments.

What we did