CASE STUDY

Collaborating With Marketing for Targeted User Journeys

Aligning product and marketing strategy to define targeted user journeys that improve customer acquisition across complex identity verification flows.

About the Product

Sterling Identity Fingerprinting (formerly SureID) is a secure biometric identity verification system that uses fingerprint capture kiosks deployed nationwide. The service supports business background and security checks, as well as individuals seeking Criminal History Record Information (CHRI) from the Federal Bureau of Investigation for purposes such as adoption, professional certification, and work or study abroad. The platform was developed and operated by Sterling Identity.

About the Product

The Goal

Support targeted customer acquisition efforts while preserving a consistent, compliant core product experience—and minimizing ongoing engineering effort.

My Role

Lead UX Designer responsible for designing targeted entry pathways, aligning Marketing and Product priorities, and defining a scalable system for personalized user journeys.

Key Insights

Personalization belongs at the edges of the experience and not in the core workflow.

By localizing customization to entry points and content layers, we could support targeted marketing campaigns without fragmenting the regulated fingerprinting process or introducing ongoing product complexity.

Impact

Enabled Marketing to launch, pause, and iterate on targeted campaigns without engineering involvement
Preserved a single, stable core product workflow
Reduced risk in a compliance-heavy identity verification system
Strengthened trust and collaboration between Marketing, Product, and Engineering

My Challenge

Design bespoke user journeys for multiple use cases—while balancing Marketing’s need for customization with Product’s requirement for stability and minimal workflow disruption.

Target User Groups

Individuals pursuing adoption
Individuals seeking work or study abroad
Individuals requesting personal record review
Healthcare professionals seeking certification through a Florida-based partner
Additional regulated identity verification customers

Scope and Constraints

Existing production workflow could not be significantly altered
Marketing required flexibility and autonomy
Product leadership prioritized minimal engineering impact
Regulated identity and biometric requirements

My Process

Partnered with Engineering to identify safe points for experience variation
Proposed a system architecture that separated marketing-controlled content from product-controlled workflows
Designed five targeted entry paths using HubSpot landing pages owned by Marketing
Defined variable content and imagery areas within the product triggered by subdomain-based routing
Designed coordinated visual themes to ensure a cohesive transition from marketing pages into the product
Worked closely with Marketing and Engineering to ensure content consistency and compliance