[{"data":1,"prerenderedAt":351},["ShallowReactive",2],{"project-protecting_your_digital_identity":3},{"locked":4,"title":5,"teaser":6,"slug":19,"type":20,"highlight":4,"order":24,"hero":25,"herocolor":58,"link":59,"year":60,"problem":61,"outcome":62,"press":72,"contribution":78,"content":83,"readNext":266},false,"Bitdefender Digital Identity Protection",{"data":7,"body":8},{},{"type":9,"children":10},"root",[11],{"type":12,"tag":13,"props":14,"children":15},"element","p",{},[16],{"type":17,"value":18},"text","Take control of your data spread across different services.","protecting_your_digital_identity",[21,22,23],"Client","UX","Strategy",68,{"metadata":26,"sys":29,"fields":46},{"tags":27,"concepts":28},[],[],{"space":30,"id":35,"type":36,"createdAt":37,"updatedAt":38,"environment":39,"publishedVersion":43,"revision":44,"locale":45},{"sys":31},{"type":32,"linkType":33,"id":34},"Link","Space","8fhxjm7547cq","yHaAR4uopwr4XB1GjbsHB","Asset","2025-05-25T17:23:56.067Z","2025-09-18T09:11:41.352Z",{"sys":40},{"id":41,"type":32,"linkType":42},"master","Environment",24,6,"en-US",{"title":47,"description":48,"file":49},"identityProtectionCover","",{"url":50,"details":51,"fileName":56,"contentType":57},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FyHaAR4uopwr4XB1GjbsHB\u002F15cd5b6bbb5ca095468ad6a93908e81c\u002FidentityProtectionCover.png",{"size":52,"image":53},6043008,{"width":54,"height":55},2880,1752,"identityProtectionCover.png","image\u002Fpng","ffffff","https:\u002F\u002Fwww.bitdefender.com\u002Fen-us\u002Fconsumer\u002Fdigital-identity-protection",2022,"Bitdefender has spent years protecting devices. Moving into identity protection was a logical next step; passwords, VPN, scam alerts, and now the broader question of what happens to your personal data across the internet. The market for this is valued at over $10 billion annually and the threats keep growing. But the core problem is not technical. Most people have a vague feeling their data is out there. They just have no idea where, how much, or what to do about it.",[63,66,69],{"number":64,"description":65},"1-click","to send GDPR and CCPA removal requests",{"number":67,"description":68},"$12.7B","in annual identity theft losses",{"number":70,"description":71},"↑","dynamic score showing your entire privacy strength",[73],{"quote":74,"source":75},"Give Bitdefender Digital Identity Protection your name, email, and phone number, and it scours the web (and dark web) for your personal data[..]",{"link":76,"title":77},"https:\u002F\u002Fwww.pcmag.com\u002Freviews\u002Fbitdefender-digital-identity-protection","PC MAG",[79,80,81,82],"Product Design","User Experience","Visual Design","Research",{"data":84,"body":85},{},{"type":9,"children":86},[87,94,101,106,111,115,121,127,132,152,155,161,167,172,187,190,196,202,207,212,239,245,251,256],{"type":12,"tag":88,"props":89,"children":91},"h6",{"id":90},"the-observation",[92],{"type":17,"value":93},"The observation",{"type":12,"tag":95,"props":96,"children":98},"h1",{"id":97},"your-digital-footprint-is-bigger-than-you-think",[99],{"type":17,"value":100},"Your digital footprint is bigger than you think",{"type":12,"tag":13,"props":102,"children":103},{},[104],{"type":17,"value":105},"Personal information does not stay where you put it. Every service you sign up for, every form you fill out, every account you created and stopped thinking about has left something behind. The product insight was treating this not as abstract data but as something mappable; a picture of the services holding pieces of who you are.",{"type":12,"tag":13,"props":107,"children":108},{},[109],{"type":17,"value":110},"Bitdefender built the technology to scan a user's inbox and find the services connected to their identity. My job was to design the experience around that capability; turning a technical scan into something a person can understand, act on, and not feel intimidated by.",{"type":12,"tag":112,"props":113,"children":114},"hr",{},[],{"type":12,"tag":88,"props":116,"children":118},{"id":117},"the-solution",[119],{"type":17,"value":120},"The solution",{"type":12,"tag":95,"props":122,"children":124},{"id":123},"the-data-you-forgot-about-did-not-forget-you",[125],{"type":17,"value":126},"The data you forgot about did not forget you",{"type":12,"tag":13,"props":128,"children":129},{},[130],{"type":17,"value":131},"Knowing where your data actually lives is harder than it should be. The product makes it visible; scanning the Open Web, the Dark Web, and data broker lists for exposed information, checking for accounts people have forgotten about, flagging anything suspicious. The goal was not to alarm. It was to give people a clear picture rather than a vague anxiety. A problem made legible is a problem you can do something about.",{"type":12,"tag":133,"props":134,"children":135},"gallery",{},[136,143,148],{"type":12,"tag":137,"props":138,"children":142},"gallery-item",{"span":139,"src":140,"width":141},12,"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2nOHDLLE3AMkg6moVmdK2N\u002Fa4e58ed83220941737961ceece91aad1\u002FdigitalFootprintCards.png",1600,[],{"type":12,"tag":137,"props":144,"children":147},{"span":44,"src":145,"width":146},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7dTDylIRNqVPbsUKRJzJUJ\u002F46d19a74e5e010d5f9dee2d600137c3c\u002FdigitalFootprintList.png",1000,[],{"type":12,"tag":137,"props":149,"children":151},{"span":44,"src":150,"width":146},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5zEjmiT9g3bAeDjQ4DXDTh\u002F656099a337c09623e0fa094df539e49e\u002FdarkWebMonitoring.png",[],{"type":12,"tag":112,"props":153,"children":154},{},[],{"type":12,"tag":88,"props":156,"children":158},{"id":157},"the-score",[159],{"type":17,"value":160},"The score",{"type":12,"tag":95,"props":162,"children":164},{"id":163},"privacy-made-measurable",[165],{"type":17,"value":166},"Privacy made measurable",{"type":12,"tag":13,"props":168,"children":169},{},[170],{"type":17,"value":171},"The R&D team built a dynamic scoring system that tracks privacy over time and surfaces it as a single number. I used that as the foundation for a light gamification layer; a to-do list tied to the score, progress broken into steps that feel manageable. Small actions, visible results.",{"type":12,"tag":133,"props":173,"children":174},{},[175,179,183],{"type":12,"tag":137,"props":176,"children":178},{"span":139,"src":177},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2uRo3acTMQ8Tbt1HJVzuUQ\u002Fc121f77fc73c527bb7198b3a7bdf199b\u002Foverview.png",[],{"type":12,"tag":137,"props":180,"children":182},{"span":44,"src":181,"width":146},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6yhphoWNkNa7H7T0IG2Trj\u002F9fc39451924131d2ff84db58d2046b25\u002FscoreOverView.png",[],{"type":12,"tag":137,"props":184,"children":186},{"span":44,"src":185,"width":146},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1jg9NbrqytOI6r7UajA4yS\u002F780bd573844c554f2e263242f91cfa58\u002FriskOverView.png",[],{"type":12,"tag":112,"props":188,"children":189},{},[],{"type":12,"tag":88,"props":191,"children":193},{"id":192},"the-action",[194],{"type":17,"value":195},"The action",{"type":12,"tag":95,"props":197,"children":199},{"id":198},"taking-action-should-be-quick-and-clear-with-one-click-simplicity",[200],{"type":17,"value":201},"Taking action should be quick and clear with one-click simplicity",{"type":12,"tag":13,"props":203,"children":204},{},[205],{"type":17,"value":206},"Monitoring is not enough. The product has to answer one question: what do I actually need to do right now? Complex findings get turned into immediate actions. One click to send a GDPR or CCPA data request, respond to a breach, or ask to be removed from a data broker list. The technology made the one-click possible. The design made it feel straightforward rather than like a form to be filled out.",{"type":12,"tag":13,"props":208,"children":209},{},[210],{"type":17,"value":211},"Beyond the core product I worked on where it could go next; privacy change notices in emails, unused services worth closing, untrusted companies flagged, a knowledge base around data practices. A lot of that work is still ahead.",{"type":12,"tag":213,"props":214,"children":216},"container",{"bg-gradient":215},"linear-gradient(rgba(242, 242, 242, 0) 0%, rgba(242, 242, 242, 1) 5%, rgb(242, 242, 242,1) 95%, rgba(224, 224, 224, 0.5) 100%)",[217],{"type":12,"tag":133,"props":218,"children":219},{},[220,226,230,234],{"type":12,"tag":137,"props":221,"children":225},{"span":222,"src":223,"start":224},10,"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F52YYPvCda5uAfKTbuWhvK5\u002F98ecc40349be5f8d0e3799c70d2c2ae7\u002FDigitalFootPrintServicePage.png",2,[],{"type":12,"tag":137,"props":227,"children":229},{"span":44,"src":228,"width":146},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7yE3baCd4Ai2vLjye0Z7uf\u002F0e1e128211a454cba683a56b328ad8fb\u002FdigitalFootprintOpenWeb.png",[],{"type":12,"tag":137,"props":231,"children":233},{"span":44,"src":232,"width":146},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2mEDL9pwQz6rAOBGcD5C7v\u002Fcc6293dcd358db3fcc07b3b18877a18d\u002FdigitalFootprintDarkWeb.png",[],{"type":12,"tag":137,"props":235,"children":238},{"span":44,"src":236,"start":237},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6vZF9sreDdSTQKYUIP4rxP\u002Fa4186976a3be4f0d00cb12946ed634ac\u002FknowYourData.png",4,[],{"type":12,"tag":88,"props":240,"children":242},{"id":241},"data-is-everywhere",[243],{"type":17,"value":244},"Data is everywhere",{"type":12,"tag":95,"props":246,"children":248},{"id":247},"the-story-behind-your-data",[249],{"type":17,"value":250},"The story behind your data",{"type":12,"tag":13,"props":252,"children":253},{},[254],{"type":17,"value":255},"Raw privacy data is hard to sit with. In context, it starts to mean something. The product shows how everyday online activity affects your exposure, how that compares to others, and what the risks look like if something surfaces on the Dark Web. Progressive disclosure shaped how information is presented; the essentials upfront, a clear path into more detail for anyone who wants to go further. Less complexity, more clarity.",{"type":12,"tag":213,"props":257,"children":258},{"bg-gradient":215},[259],{"type":12,"tag":133,"props":260,"children":261},{},[262],{"type":12,"tag":137,"props":263,"children":265},{"span":139,"src":264},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1Xd6PxtlRiroogYerGUOX6\u002F0eec8536f0840ece632403e7757cba78\u002FdataCard.png",[],{"metadata":267,"sys":270,"fields":285},{"tags":268,"concepts":269},[],[],{"space":271,"id":273,"type":274,"createdAt":275,"updatedAt":276,"environment":277,"publishedVersion":279,"revision":280,"contentType":281,"locale":45},{"sys":272},{"type":32,"linkType":33,"id":34},"ooOwIoVTOEH7nywOlCjO8","Entry","2022-02-10T17:54:32.108Z","2026-09-12T15:45:56.307Z",{"sys":278},{"id":41,"type":32,"linkType":42},695,133,{"sys":282},{"type":32,"linkType":283,"id":284},"ContentType","project",{"title":286,"teaser":287,"slug":288,"type":289,"highlight":292,"order":293,"thumbnail":294,"hero":315,"herocolor":336,"year":337,"problem":338,"contribution":339,"content":343,"readNext":344,"casestudies":347},"For smile's sake","Meet the toothbrush that makes taking care of your smile effortless.","for_smile_sake",[290,22,291],"Concept","Case Study",true,69,{"metadata":295,"sys":298,"fields":306},{"tags":296,"concepts":297},[],[],{"space":299,"id":301,"type":36,"createdAt":302,"updatedAt":302,"environment":303,"publishedVersion":237,"revision":305,"locale":45},{"sys":300},{"type":32,"linkType":33,"id":34},"5LAPNvPzxUCJKyZiC6Ufey","2026-09-12T11:41:01.588Z",{"sys":304},{"id":41,"type":32,"linkType":42},1,{"title":307,"file":308},"smileThumbnail",{"url":309,"details":310,"fileName":314,"contentType":57},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5LAPNvPzxUCJKyZiC6Ufey\u002F847651555419651f504bda36697c23e5\u002FsmileThumbnail.png",{"size":311,"image":312},2114214,{"width":141,"height":313},1500,"smileThumbnail.png",{"metadata":316,"sys":319,"fields":328},{"tags":317,"concepts":318},[],[],{"space":320,"id":322,"type":36,"createdAt":323,"updatedAt":324,"environment":325,"publishedVersion":222,"revision":327,"locale":45},{"sys":321},{"type":32,"linkType":33,"id":34},"5OrB4FqMvfal0sMxMLkDjh","2022-05-16T19:08:55.039Z","2022-05-16T19:52:48.218Z",{"sys":326},{"id":41,"type":32,"linkType":42},3,{"title":329,"file":330},"SmileHeader",{"url":331,"details":332,"fileName":335,"contentType":57},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5OrB4FqMvfal0sMxMLkDjh\u002F29beff9dfcd15fa1b36226756af681a9\u002FSmileHeader_1.png",{"size":333,"image":334},1870041,{"width":54,"height":55},"SmileHeader 1.png","9F9F9F",2021,"Smart gadgets keep promising to make everyday routines more meaningful. Most of them add friction instead. The ones that actually work just disappear; they do their job and stay out of the way. Oral care sees a lot of product activity from big players, but most people still brush on autopilot. They do it, rinse, move on. Whether they did it well is anyone's guess.",[79,23,82,80,340,341,342],"Animation","Communication","Branding","###### The observation\n# A daily habit with no feedback loop and a waste problem\nToothbrushes are an environmental problem nobody talks about much. Composite construction, mixed plastics, sometimes metal; almost nothing about them is designed to be taken apart or recycled. Add toothpaste tubes, mouthwash, and floss and the waste adds up fast. 264 million brushes are discarded in the UK alone every year. The product gives people no reason to think about this, so they do not.\n\nThe personal problem runs alongside it. People worry about their teeth; tartar, discolouration, sensitivity. They brush because they know they should. But there is no signal after the fact. No way to know if you pressed too hard, skipped a section, or did anything that will actually prevent the problems you are anxious about. The habit exists. The feedback does not.\n\nThat is where connected technology has something real to offer. Not a gadget with a companion app bolted on, but something that closes the gap between doing the habit and knowing whether it worked. [Learn more about how I gained this insight.](\u002Fproject\u002Ffor_smile_sake\u002Fhow_do_you_design_a_smart_toothbrush)\n\n---\n\n###### The industrial design\n# Form follows function\nThe toothbrush is shaped around how a hand actually holds and moves it. Every curve and grip angle comes from the function. Materials chosen for what they do. The look follows from that rather than the other way around.\n\nThe sensors in the handle are what could make the feedback real, if the engineering delivers. An accelerometer for movement speed, a gyroscope for rotation, pressure sensitivity for how hard the brush is pushed against teeth. The bet is that those inputs, read correctly, tell you something useful about your brushing rather than just recording that it happened.\n\n::gallery{expand=\"true\" title=\"Industrial design\" }\n  ::gallery-item{span=\"6\" width=\"1000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F43ipvrCDY5gtvKscyCq2pV\u002F5dbacfe55e411b2930a62cdcf0aebdb4\u002FmugToothbrushSQR.png\"}\n  ::\n  ::gallery-item{span=\"6\" width=\"1000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FhAfs64e8KbaI4RYtuGZSt\u002F0d780235dfef12ba2d17e8fdfff20ea1\u002FfaceSQR.png\"}\n  ::\n  ::gallery-item{span=\"3\" width=\"900\" alt=\"The toothbrush is already familiar, the opportunity is in the details.\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7wDrVhhAfWrK5YTR4CttPp\u002Fd2174f5ca379a81fa25d111f9b29ecdf\u002FtoothbrushDetailsSketch2.png\"}\n  ::\n  ::gallery-item{span=\"3\" width=\"900\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F75kppeAJsjsDaAy6oIMCcp\u002F486cae1ff7aa4b4673f3091e45addaf0\u002FtoothbrushDetailsSketch1.png\"}\n  ::\n  ::gallery-item{span=\"6\" width=\"2000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F40TuvRi740YutGzRk3HaFz\u002F87d2f2f8e6340af1831b6fcd269f4978\u002FtoothBurshIdeas.png\"}\n  ::\n  ::gallery-item{span=\"12\" width=\"2000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6NQTxsLTNGxDv4STPQ7Jan\u002F6927f35a8f147dffc72dccf2158fa69d\u002FtoothBrushFroms2.png\"}\n  ::\n  ::gallery-item{span=\"4\" width=\"1000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7A54zjSkT8iZA0fAxKDIvo\u002Ff43c42b8397d7b61dd60089714fe0f9b\u002FdyanmicPoseSQR.png\"}\n  ::\n  ::gallery-item{span=\"4\" width=\"1000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5ffur4kjkAHW0w0VBdelGh\u002Fac2dea54fa443ab1685c6f6cd5738450\u002FsideSQR.png\"}\n  ::\n  ::gallery-item{span=\"4\" width=\"1000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1vIOEseHEV0h6g6aV20gwj\u002F33c28ab0602f1b4e392e7c145e706858\u002FcloseUpSQR1.png\"}\n  ::\n  ::gallery-item{span=\"12\" width=\"2000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7cQFmBV2WPFujfFvgusQg3\u002F0aa954ba4dbd6480168c5f5656d812b4\u002FtoothBrushSideAllFour.png\"}\n  ::\n::\n\n---\n\n###### The environment\n# Sustainability should be the default\nSustainable design is not just about what a product is made of. It is about how long it lasts and what happens when parts wear out. Replaceable heads. Degradable materials where composite construction used to be the only option. A handle designed to outlast the bristles by years.\n\nConnectivity pulls its weight here. The app tracks when the brush head needs replacing and prompts a refill before it stops working properly. Returning old heads earns credits toward the next order. The sustainable behaviour becomes part of using the product rather than something extra the user has to remember to care about.\n\n::gallery\n  ::gallery-item{span=\"12\" width=\"1600\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F20PDFk6ltGJcGnlcvnuvcl\u002Fe61c72f53eaf4b6f58b5356cdccb75d5\u002FrecycleDevice1.png\"}\n  ::\n::\n\n---\n\n###### The app\n# Smarter brushing, not more brushing\nThe app is what makes the hardware worth having. Session tracking, technique feedback from the sensors, nudges toward flossing and dentist visits when the data suggests they are overdue. Information shown in context rather than as raw numbers; not how many times you brushed this week, but whether the habit is actually getting better.\n\nUsers set their own goals and control how often the app checks in. The features work when they are needed and stay quiet when they are not. All of it, *for smile's sake*.\n\n::gallery\n  ::gallery-item{span=\"12\" width=\"2000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F2i0CFPy2VQRpvNlqSRtU0K\u002F6ac52960940170d158c9efa3b0daa9c7\u002FconnectedDevice.png\"}\n  ::\n  ::gallery-item{span=\"12\" width=\"2000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3p4V16P9NVVNqjb7n1qR48\u002F4dc9cf7fac2b10186ecdcd65e504937a\u002FdataOverView.png\"}\n  ::\n  ::gallery-item{span=\"7\" width=\"1000\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F4nnsNJGVoN4yP2osi8LHqL\u002F24af79c0e512f41693e37193423cc292\u002FdataRecommendations.png\"}\n  ::\n  ::gallery-item{span=\"5\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F21aqqbpxwmUQda8BfI2jv\u002F1d248faf97180dc5d5f7b4370d0f404e\u002FtoothDataRecommendationOneView.mp4\"}\n  ::\n  ::gallery-item{span=\"4\" width=\"900\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7aTvdyffZzDcYzoIlsdUYN\u002Fa782dca0203f5f8b9f459e8e0de88c92\u002FtoothBrushScreen.png\"}\n  ::\n  ::gallery-item{span=\"4\" width=\"900\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6ZzY9AKzc8OBlGXbscwsu\u002F4581727a5bf9f21b3bb6f49a9340409e\u002Frefill.png\"}\n  ::\n::",{"sys":345},{"type":32,"linkType":274,"id":346},"1ZXub0XDOGb5lfP1R0257X",[348],{"sys":349},{"type":32,"linkType":274,"id":350},"3xeWbwA8SSKs5UvDPWrsUn",1791308691940]