Philip Morris International engaged us to prevent youth from accessing IQOS products. We implemented a multi-step age verification system, achieving a 99% success rate in restricting underage users while ensuring a smooth experience for adults.
Youth were gaining access to adult tobacco products via online platforms, which raised concerns about underage use of IQOS. Philip Morris International tasked us with designing a solution to restrict access to their products on the IQOS website, ensuring that only adults could view or purchase IQOS tobacco products.
Create a multi-step verification process to verify user age accurately and prevent minors from accessing product pages.
Ensure that users perceive IQOS as a responsible brand dedicated to youth protection.
Ensure that age verification does not significantly impede the experience for legitimate adult users.
Yoti is a digital identity verification app and platform that enables individuals to securely prove their identity and age online and in person. It uses facial recognition and government-issued IDs.
Provides real-time identity and age verification with document scanning and biometrics.
Combines facial recognition and ID verification to confirm age and identity online.
We chose Yoti for its strong privacy focus, quick and reliable verification, and trusted reputation. Yoti shares only essential data, ensuring user security and a seamless experience across both online and in-person settings.
Once we had identified the opportunities we began to mockup potential solutions using wireframes. I like to sketch my wireframes on paper before moving to the computer to get my thoughts and ideas down quickly.
After we created the wireframes, our visual designer transformed them into high-fidelity mockups, preparing the screens for user testing.
User testing session
Over the course of the week, we conducted 20 user tests and synthesized the results. Key findings are highlighted below.
I'm pleased with the outcome of the project; we successfully maintained high user satisfaction and activation rates while effectively restricting access for underage users. Next steps will focus on increasing the percentage of users who activate within five minutes by streamlining key parts of the journey based on our research insights.
"I have had the pleasure to interact with Safwanwhen he joined the Youth Access Prevention (YAP) team that I was leading on thePMI account. Right from the beginning, Safwan lifted above his weight andbrought with him core UX capabilities, such as Design Thinking, Wireframing,Video Rendering, and Motion Design Animation.
He also brought valuable input into a qualitative user research, defining research goals, reviewing thefacilitator discussion guide and the user interview questionnaire, as well asextracting and prioritising user insights."