Password 360

product design
Goal

To incentivize people with risky online security behaviors to form better password management habits.


Team
Ayo Animashaun
Ching-Yi Lin
Jing Xiong

Maggie Chen
Yejun Wu

My Role
︎ Research
︎ User Interviews
︎ Ideation
︎ Wireframes: Newsfeed & Accounts
︎ Mockup: Newsfeed






With frequent incidences of information leakage and security breaches, digital security is becoming critical. In an Applied Behavioral Economics class, our team designed a password manager web app connecting families together, providing incentives for individuals to adopt safer digital security habits.





BACKGROUND

Security of Personal Information


Passwords protect people’s accounts, which contain their personal information. While there are password management services like LastPass and 1Password in the market, people have surprisingly poor habits when it comes to managing their passwords, because:

  • Inadequate incentives to protect
  • Non-rivalrous
  • Externalized harm
  • Unknown harm from breach
  • Difficult to establish causality


How might we help people adopt better digital security habits using behavorial economics principles?


One of the important aspects of digital security is passwords to various accounts online. It is one of the first gatekeepers to sensitive personal information online, yet through our user interviews with 11 people, we found that there are a lot of room for improvement in people’s password management habits.



INSIGHTS

Spectrum of Password Management Habits




Most people fall on the lower end of the spectrum, with a few exceptions of Password Manager super users. When asked why they use the same password for everything, here are people’s answers:

“I don’t have faith in my own memory (for complex passwords).”
“I have nothing to lose.”




SOLUTION

Password360


We aim to Improve password management habits to improve digital security and reduce potential for breach and privacy harms, especially:

  • Improve incentives to protect 
  • Internalize harms to self and others
  • Quantify potential harms from breach
  • Surface notions of causality

Behavioral Economics principles used:

  • Thinking, Feeling, Constraints: We humans have feelings and emotions (surprise!)
  • Enactment Models: Develop community norms for certain behaviors
  • Intertemporal Choice: Our present self vs. future self think differently
  • Risk Behavior and Choice under Uncertainty: We are loss averse, and our risk preferences change based on if we are in the loss/gain domain.




Family Commitment


Join by invitation from family, or create an account and invite family members .




Manage Accounts


Manage all your accounts and passwords by categories.




Security Score


View your security score and your impact on others whom you care about.



Newsfeed


View family's real-time activities and alerts when a family member's account is breached.



Security Report


Receive a monthly security report by email on the status and changes in your personal and family security score.







TARGET USERS

Two Ends of the Spectrum


We initially target people who are on the “unsafe” side of behavior spectrum, those with one password, using either autofill or mental recall to remember  passwords. With Password360, they can see how their security practices impacts their families/loved ones’ security.

When we have more product adoption, people who are on the “safer” side can also be reached through existing users with poor or “unsafe” behaviors. These users can see where their family members are in terms of digital security. Once they adopt the product, they also can act as catalysts to push family members to join Password360 and adopt better habits.




DESIGN PROCESS

User Flow


Key customer activities include:

  • Store, retrieve and manage all their passwords
  • See how secure they and their family members are online
  • Get tips on how to improve their security
  • Get alerted when family members’ accounts have been compromised






Wireframes


From there, we built out wireframes for 4 key screens where users perform key activities like:

  • Invite or join a family
  • Add/sync accounts
  • View security scores of their own & family members’
  • Get updates about their family member’s account activities




Welcome screen:
Invite or Join
Manage Account
Security Score
Newsfeed








REFLECTION
︎

It was super cool to see the two worlds in my undergraduate career collide: Economics and Design. I had always believed that those seemingly unrelated subject areas overlap, in that Behavioral Economics touches upon how individuals make decisions, and design concerns about solving people’s problems.

This time, I got to work on this idea with a really cool team in a very literal interdisciplinary approach, and overall I had a lot of fun designing this product, applying what I’ve learned from more than one discipline.


︎

We could use some more time to interview a more diverse group of people - most people we’ve interviewed were I-School students, who are tech-savvy and aware of their digital security (which kind of shows that other people might have even worse habits in password management).

I also wish that we had time to test it out on a real family/team, so that we can validate our assumptions about the impact of social norms on changing individual’s behavior.

Mark



designed & illustrated by maggie