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noun: Onfido is a technology company that helps businesses verify people's identities using a photo-based identity document, a selfie and artificial intelligence algorithms.

Role // UX Strategy; Wireframing; Content Design

Year // 2022

The ask.

The scope 

Onfido is a global identity verification company that helps businesses verify the identity of their users quickly and securely. Their platform uses artificial intelligence and machine learning to analyse documents and facial biometrics, providing fast and accurate verification results. Onfido approached me to help redesign their website, with a focus on improving the user experience and streamlining the content structure. Through a combination of wireframing, and iterative design, we were able to create a website that effectively communicated Onfido's value proposition and showcased their expertise in identity verification. In this case study, I'll share more about the process we went through and the results we achieved.

Content Structure

Our first step was to analyze Onfido's existing website to understand how their content was organized. We found that the website had too much information and was not well-organized, making it difficult for users to find what they were looking for. To address this issue, we started by grouping the information into categories and subcategories, making it easier for users to navigate the website. We also used drop-down menus to further categorize information and make it more accessible.

In addition to categorising the content, we also prioritized the information on the homepage. We reduced the amount of content on the homepage, focusing only on the most important information. We wanted to ensure that users would immediately find the most relevant and important information when they landed on the website. By doing this, we were able to create a more streamlined user experience that reduced cognitive overload and made it easier for users to find what they needed.

Navigation and Site Maps

As part of the content workshops and wireframing process, we also focused on the navigation and site map of the website. Through the content workshops, we identified the most important information that should be included on the website and how it should be grouped together.


This information was then used to develop the site map and information architecture for the website.We worked together to define the top-level categories and how they would be organised to create a clear and intuitive structure for users.

We presented Jato with three different navigational options. The first focused on the needs and interests of the users, the second focused on the specific problem Jato's product could solve, and the third focused on Jato's expertise in the field.

After careful consideration and discussion, we collectively decided to go with the third option, as it allowed for a clear and effective presentation of Jato's expertise in the market. 

The end result was a clear and intuitive navigation structure that made it easy for users to find the information they were looking for.


The site map and information architecture were tailored to meet the needs of Jato's target audience, ensuring that the website was user-friendly and effective in communicating the value of their product.

Throughout the design process, we worked closely with the Onfido team to ensure that the wireframes aligned with their vision and goals for the website. We iterated on the design based on their feedback until we had a final set of wireframes that everyone was happy with.

Overall, our approach to content structure and wireframing helped to create a website that was easy to navigate, visually engaging, and aligned with Onfido's brand. By focusing on creating a streamlined user experience, we were able to create a design that not only looked great but also improved the effectiveness of the website.


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