Desktop and Mobile

HumanKind

Humans vs Bots

HumanKind's goal is to differentiate humans from A.I. online

Project Goal

Discovery & Definition

Understand the Need for a solution to differentiate humans from A.I. online, and get ready for a MVP if viable.

Team

Product Manager Icon
Product Manager
Developer Icon
Blochain Developer
Me (Weslley)
Product DesignerMy role

Everyone in the same page

CSD Matrix

I made this workshop with the stakeholders and team, after reading their brief and talking with them.

Highlights

Certainties

- Trust Score is the core product

- MVP is human vs bots

- UX must be fast, simple, trustworthy.

Assumptions

- Start with Web2 logins (Google/LinkedIn).

- Badge = more valuable than numeric score.

- Expand later into tiers & integrations.

Doubts

- Will users trust the process (privacy, data)?

- What’s the clear benefit of having the badge?

- How to ensure fairness & inclusion?

Planning

What are the next steps

In here I like to present our stakeholders what the design will be doing for the following days.

ResearchMethodologies used:

Secondary Research

Competitive Analysis

Features Analysis

Benchmarking

Top #3 Competitive Analysis

Strenghts and Weaknesses

Primary Research

Proto Personas

Survey 1

Survey 2

User Interviews

Competitive AnalysisWho makes something similar already?

Entrust Logo

Identity verification and fraud detection via biometrics and documents

Veriff Logo

AI-powered identity verification for KYC and compliance

Yoti Logo

Digital ID app for age, identity, and face verification


Jumio Logo

End-to-end ID, document, and liveness verification


ID.me Logo

Identity network for government, health, and workforce access


Proof of humanity Logo

Web3-based human registry using video + social validation


News Guard Logo

Rates news sites based on credibility and transparency


Human Passport Logo

Hybrid protocol for human trust scores combining multiple credentials.


World Logo

Biometric iris‑scan device (“Orb”) for issuing global human IDs.

Features Analysis

Entrust Veriff Yoti Jumio Humanity ID.me Proof of Humanity News Guard Human Passport World
KYC
Badges
Extension
Vouch
API
Web3
B2B
B2C
B2G

Bechmarking

Competitive Analysis Of the top #3

Features/Player Human Passport World Coin Humanity Protocol
Core Focus Sybil resistance & identity for Web3 Global unique identity via biometrics Biometric-based decentralized identity
Verification Method ZK Stamps, ID, socials, KYC (opt-in) Iris scan (custom hardware “Orb”) Palm scan (biometric + ZK stack)
Credential Type ZK-based credentials World ID (biometric token) Decentralized ID (DID) + biometric proofs
Biometric Requirement Optional (via Human ID partner) Mandatory (iris scan required) Mandatory (palm scan via phone)
Privacy Approach Privacy-first (ZK, modular trust model) Centralized processing, privacy concerns Privacy-preserving, zkLogin
Hardware Dependency None High (must visit Orb) Low (uses phone camera)
Reach / Scale ~34.5M ZK credentials (as of 2025) ~10M verified users Early stage, growing post $1.1B raise
Interoperability Cross-platform (used by 110+ partners) Mostly closed ecosystem TBD – designed to integrate with Web3
Use Cases Airdrops, DAO gating, proof-of-personhood Global ID, payments, proof of uniqueness Identity layer for DePIN and Web3 apps
Monetization Open infra (Holonym ecosystem) Token-based (WLD), app ecosystem Likely token-based + SDK usage
Strengths Legacy Gitcoin trust, privacy, flexibility Funding, scale, media presence Innovative biometric UX, zkLogin
Weaknesses Trust depends on issuer integrations Privacy controversy, ha rdware friction Early stage, not widely adopted yet
Recent Valuation / Status Part of Holonym (2025 rebrand from Gitcoin) Backed by Tools for Humanity, $1B+ raised $1.1B valuation (2025)

Strenghts and Weaknesses

Human Passport Logo

Strenghts

- Strong legacy and adoption from Gitcoin use cases (e.g. Sybil resistance, airdrops)

- Privacy-preserving with zero-knowledge proofs (ZK)

- Flexible, modular credential system (socials, ID, history, etc.)

- Hardware-free and interoperable across dApps and chains

Weaknesses

- Trust depends on third-party credential issuers

- Lower brand awareness compared to high-profile competitors

- No built-in biometric verification or native user scoring

World Coin Logo

Strenghts

- Massive funding ($1B+ from Tools for Humanity)

- Global visibility and media coverage

- Biometric identity with global uniqueness guarantee (iris scan)

Weaknesses

- Requires custom hardware (Orb) and in-person verification

- Significant privacy and ethical concerns

- Limited geographic accessibility

Humanity Protocol Logo

Strenghts

- Mobile-first palm scan (lower friction than Orb)

- Built with privacy-preserving tech like zkLogin and modular DID stack

- Strong investor backing ($1.1B valuation in 2025)

Weaknesses

- Still early-stage, limited real-world integrations

- Tech stack is complex and may face UX barriers

- Biometric dependency still raises privacy questions

Key Highlights

There is a division between traditional (Web2) identity verification platforms focused on compliance (e.g., KYC, fraud prevention for businesses and governments) and emerging (Web3) solutions centered on decentralized identity, human uniqueness, and Sybil resistance for governance, UBI, and crypto ecosystems.

Web2 Icon

Web2 PlayersNot on blockchain

- Focused on B2B or B2G compliance.

- Strong in biometrics, automation, API integrations.

- No involvement in badges, or community-based validation.

- High scale and enterprise penetration.

Blockchain Icon

Web3 PlayersOn blockchain

- Focused on decentralized identity.

- Use social proof, video, biometric hardware, and reputation stamps.

- Enable use cases like UBI, DAO participation, and Web3 trust layers.

- Still emerging in user base and institutional credibility.

Paths Icon

Opportunities

- More consumer-facing with emphasis on credibility.

- Introduce features like browser extensions, badges.

- Vouching is rare among traditional KYC platforms.

Binocular Icon

Differentiation Factors to Watch

- Badge systems and social vouching are features gaining traction in Web3 but absent in Web2 KYC tools.

- Interoperability with Web3 credentials (e.g., Civic) is a niche advantage of newer entrants.

- Hardware-based verification (Orb) stands out for its global ambition but introduces UX/accessibility tradeoffs.

Strategic Insight

There's an opportunity to combine the credibility and compliance of Web2 KYC systems with the decentralization, interoperability, and community dynamics of Web3 identity models, particularly if we can offer badges, API access, and optional privacy-preserving verification for both enterprises and communities.

Primary ResearchCollecting data ourselfs

Proto-Personas

Based on the target, we created 11 proto-personas. - Proto-personas are personas before research
You will see that later on they will be down-sized and become personas.

Survey 1

Goals

- What are the pain points for users interacting with bots

- How much users would share their profiles?

- Where would users use the verification solution?

- Understand possible monetization channels

Targets

Financial Icon

Fiancial

- Ecommerce
- P2P Users
- Crowdfunding Users
- Freelancers

Credibility Icon

Credibility

- News Sharers
- Social Media Users
- Online Communities
- Journalists

Dating Icon

Personal

- Dating App Users

Corporative Icon

Corporative

- Small Businesses Owners
- Hiring Companies
- HRs Recruiters
- HeadHunters

Take Aways

User question mark

Who is a real person?

Most users struggle to identify real people online.

Sad Smile Face

Harmful Experiences

1/3 have faced harmful experiences - highlighting a strong need for trust.

Coins

Money is the key

Trust issues are strongest in commerce-related and information-centric contexts. Money and credibility.

Skeptical Icon

Skepticism

While most would trust verified profiles more, a meaningful portion is skeptical, suggesting a need for transparency in verification methods.

1. Have you ever had trouble figuring out if someone online was real or fake?

a) Never
b) Sometimes
c) Often

2. Have you ever had a bad experience with fake profiles, bots or deepfakes?

a) No
b) Yes

3. In which situation(s) are you most worried about fake profiles?
(Select all that apply)

a) Purchasing Something
b) Money transactions
c) Reading or sharing news
d) Viewing art or creative work
e) Random online content
f) Online communities or Forums (Discord, reddit)
G) Donating or crowdfunding
H) Hiring Someone
I) Dating Apps

4. If there was a "Verification Badge" proving a user is real, you would:

a) Trust that profile even more
b) Ignore It
b) Feel suspicious about it

Follow Up Survey

Goals

- Identify Preferred Verification Methods

- Access Attitudes Toward Decentralized Data Storage

- Discover Desire Contexts for Badge Usage

- Uncover Drivers of Online Trust

- Gouga Willingness to Pay for verification

- Understand Skepticism and Trust Gaps

Take Aways

Traditional Icon

Preference for traditional Verification

People are most comfortable with traditional and visual identity verification.

Control Icon

Limited Appeal of Decentralized Storage

A decentralized and user-controlled data storage does increase comfort for some people, but not overwhelmingly so.

Badge Icon

High Value in Verification Badges

People see a wide value in a verification badge, especially on platforms where trust and identity are central to meaningful interaction.

Dynamic Icon

Dynamic Signals Over Static Indicators

Trust in online profiles is multifaceted, but the results highlight a clear preference for dynamic interaction-based signals, over passive indicators.

Clarify Icon

Clarifying the Value of Higher-Tier Verification

This signalise that the perceived value of higher-tier verification needs to be clear, or need more convincing.

Thumbs Down Icon

Reluctance to Pay for Verifying Others

More resistance to paying to verify others then oneself, likely because users expect platforms to ensure safety by default, not to charge for it.

1. Which verification methods would you be comfortable with to receive a “Verified Badge” (with access to higher trust tiers)?

a) Government ID
b) Taking a Selfie
c) Selfie while holding the ID
d) Social Media Account Validation
e) Video Recording
f) Biometrics
g) Online Behaviour Tracking

2. Imagine your data is stored securely so that no single company or server owns or controls it, and only you have access to it. Would that make you feel more comfortable sharing your data?

a) Yes, definitely
b) Maybe a little more comfortable
c) No difference
d) Less comfortable / Skeptical

3. Where would you like to use or check this badge?

a) Social Media Platforms
b) Dating Apps
c) Art Websites
d) Professional / Work Platforms (Upwork, Fiverr, Linkedin)
e) Personal Pages (Website, Blog, LinkTree, Portfolio)
f) e-Commerces

4. What would make you trust an online profile the most?

a) Account Age
b) Badge Verifying the person's identity
c) Positive Interactions / Reviews
d) Recommendations from other users

5. Would you pay to get verified in a higher tier level?

a) Yes
b) No
c) Not Sure Yet

6. Would you pay to be able to check if other users are real?

a) Yes
b) No
c) Not Sure Yet

User Interviews

We selected a few users to talk with about their experience with fake profiles and online interactions.

Bellow you can check the inteview quotes highlights.

"That is literally the whole idea behind the Turing Test. Good luck. You'll need it."

This user thinks the idea is ambicious or even unreachbale. This indicates inicial ceticism.
We need to cleary explain the difference between Turing Test and us. We need to showcase real use cases.


"I worry about having to verify my identity with my ID that has my home address, since I am on political asylum in another country I do not give that piece of info so easily and I do not own land to be on public record. A data leak would be my main concern."

Strong concern about privacy, security and political context. This is a sign that our onboarding flow needs to offer ways of verification with different levels of exposition.


"I’m not sure how this would work or in what context. Sorry but this is an interesting idea that will probably have not a lot of practical value"

Unclear value. User understands the proposal, however can't see it on its day-to-day life.
We need to created contextualized journeys, on payments, social media, marketplaces, etc. We can also showcase before and after scenaries.


"One thing to consider with calling something "human verified" is whether that indicates it was simply fact checked by a human or the information was obtained by a human. Given how frequently humans are tricked by LLM inaccuracies and how LLMs leave out crucial information, I don't trust information just because a human fact checked the LLM's sentences."

Human verified might be ambigious. It can lead to wrong interpretations.
We need to test other terminologies like verified identity, or real human proof, live identity, etc.


"The real unlock won’t be proving someone’s human, it’ll be aligning that proof to risk-adjusted contexts."

The value is in contextualized the humanity proof as the risk, a forum has different need then a financial transaction.
We can introduce a design system with different levels of trust, like colors or badges. also an adaptative UI, on dating apps it displays only simple verifications, but on a financial transcation a bigger information is needed.


"In payments or compliance, “verified human” doesn’t mean much without continuous identity binding. Meanwhile in social or reputation apps, you need lightweight but credible heuristics, not full KYC."

More tecnical users sees that a single verification isn't enought, it needs continuous verification.


"You’ll also run into tradeoffs between privacy, friction, and enforcement. Browser extension means distribution friction. API means platform dependency. Neither solves the core trust UX unless your proof holds up against synthetic actors at scale."

Users understand the dilema between privacy/conviniece/security
We can try different onboarding (browser extension, API, standalone), we can A/B Test tradeoffs: "More privacy, less continuous binding" vs "More biding, less risk". We can invest in design patterns where users choose how far they go.

Patterns

Clarity of value is fragile: it needs to be reinforced with real-world examples and applied contexts.

Privacy and security: Are the biggest barriers to adoption

Terminology Metters: "Human Verified" can undermine credibility if not well explained

Adaptive contextualization is key: different sectors require different levels of proof

Friction vs trust: This is the central UX dilemma here.


Research ReportWhat we learned from this research

The Problem is RealThere is a need for the solution

anonymous person

90%+ Have struggled to verify peoples identity.

money

e-Commerce, finance and buying-selling, donation focus.

grow chart

Problem will grow in the following years.

They want help to identify botsBut on their terms

id

Basic verification: Government ID and Selfie

wallet

Not ready to pay for basic trust

suspicious emoji

1/3 Feels suspicious about the badge

Recomendations

Start Small, with a bio Link and Badge:

Instagram Sample

*This is just a sample, we will still work on the badge design.

It will work like the HTTPS, mostly invisible, but there when needed.

Flexible Verification Levels (e.g.)

Tiers Sample

Each validation will provide a certain amount of points

B2B Monetization

- Free for regular users

- Paid tools for orgs, marketplaces, hiring platforms or pro sellers.

Tiers Sample

Final Research ThoughtsTL;DR

In short: We’re not in the ID business. We’re in the confidence business.

- Confidence that a seller isn't fake.
- Confidence that a profile won't scam people
- Confidence that user's are talking to humans, not bots.

The opportunity is to position the solution as a lightweight trust layer — not identity policing, not crypto hype, but a simple, invisible standard like HTTPS.

Personas

With the research made, we were able to downside the proto-personas and coverge it into the personas.

Site Map

Site Map

Wireflow

Site Map

Design SystemBuilding the Foundations of Visual Design

Design System Background

Prototype

Usability Testing

Outcomes

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