Making identity True
Trua™ is a suite of applications based on the Endera identity monitoring application. Before this project, I worked with Endera as a consultant and explored early concepts for what would later become the Trua Score™. For this project, I joined Endera full-time to help them bring the rough concepts to life.
Endera’s journey began with a vision to empower individuals to control their online reputation and provide a standardized method for others to assess their trustworthiness. This concept evolved into the TruaScore, a metric similar to a credit score but focused on identity, education, and legal records. The goal was to create a comprehensive measure of an individual’s authenticity and reliability.
Develop an application that allows individuals to easily build and maintain a TruaScore™—a trust and identity score based on existing background data. The platform should also enable others to review a person’s TruaScore™. The system must automatically update scores as changes occur in an individual's background, such as shifts in reputation, civil or criminal records, or other identity-related data.
This was a true blue-sky initiative—there were no existing competitors or benchmarks. The scoring algorithm and underlying data model were developed in parallel with the UX design process, allowing for dynamic cross-collaboration and iteration between data science and design.
My Role
As Lead UX Designer, I drove a user-centered design process in close collaboration with product management, engineering, and data teams. Working within a small, cross-functional group, I helped define and prioritize both user and technical requirements to support a complex, data-driven product.
I led user research, defined key user flows and decision logic, and created initial wireframes and high-fidelity prototypes for the TruaScore™ application. I explored and tested multiple design solutions, ultimately guiding the team toward a testable MVP that balanced usability with technical feasibility.
Journey Mapping and flows
This project was the quintessential idea with little definition project. That meant starting very essence of the concept and defining from there.
The first step was to map out general flows of how an application like this might work. Defining key bits of functionality and requirements from a series of discovery sessions with the key internal stakeholders in the company.
Then, with a set of assumptions, I created a wireframe flow with the core functions outlined in the discovery sessions. Figma enabled quick prototyping using basic screens sketched out as wireframes.
Flow diagrams were created in Lucid Chart for access by the engineering and product management teams.
Preliminary concepts were created within a very short timeframe and fueled a range of ongoing discussions to dive into details of desired features.
Designs, prototypes and testing
As the concept took shape, I began developing more defined screens and initial branding directions. Operating within the constraints of an MVP, some areas of functionality were prioritized and developed earlier than others—driven by engineering timelines and organizational priorities. This staggered approach introduced challenges in maintaining visual and interaction consistency across the app.
To address this, I designed key features within modular flows—often using modal components—which allowed individual sections to evolve independently while still fitting into the overall design system.
Preliminary testing with Figma prototypes gave the team flexibility to explore multiple design solutions and adapt quickly based on feedback from users and stakeholders.
Over the course of 18 months, I produced three major design revisions, along with numerous iterative updates to specific sections in support of the evolving MVP.
Preliminary management console for partner websites.
The Results
At the outset, the project was technically complex but loosely defined. Through a user-centered design approach, I helped the team clarify the product vision—defining the application’s structure, core features, user roles, and business use cases.
User roles identified and clarified
During discovery and early wireframing, I defined key user types and their roles. This helped stakeholders understand how different users would interact with the system and led to the creation of a shared vocabulary for managing TruaScore™ holders.Use cases and business models explored
The MVP process clarified which features mattered most and how they mapped to user needs. I helped develop and test terminology for both score holders and recipients, while designing the base application for both groups. We also began forming partnerships with organizations interested in using TruaScore™ to evaluate potential employees.Flows and system logic defined
I created detailed functional flows to guide the user journey across features—defining not just screens, but the logic, messaging, and interaction patterns that shaped the experience.Rapid design iteration and MVP delivery
Using a local design system in Figma, I led quick UX and visual iterations in collaboration with product and marketing teams. This allowed us to rapidly evolve the MVP toward a clean, usable, and testable solution.Successful MVP launch
Despite COVID-19 disruptions, we launched a working MVP. The application is now in active development and adoption, with Endera pursuing expansion based on the foundation we built.
🤔 Reflecting on the concept
Whether this concept ultimately succeeds in addressing the challenge of authenticity and trust in personal and professional relationships remains to be seen.
Notably, the project began before the rise of generative AI—an advancement that has since reshaped the digital landscape. As these technologies continue to evolve, it’s compelling to consider how they might influence the way we establish and verify trust online.
