Equal is a digital identity platform that simplifies verification processes for consumers, employees, and businesses by integrating over 50 ID providers. Launched in 2022, Equal has served 1.25 million Indians across different sectors, with services such as Know Your Customer (KYC), digital login, and biometric verification. Focused on privacy, fraud detection, and regulatory compliance like the DPDP Act, Equal plans to expand its platform in 2024 with products like Connect, Wallet, and Face, aiming to empower 100 million Indians across various sectors.
Traditional verification methods are improving, but what's the use if there are even greater tools available to fake an identity?
Traditional verification methods are improving, but what's the use if there are even greater tools available to fake an identity?
Traditional verification methods are getting better, but honestly, what's the point if tech to fake identities is getting even smarter? Deepfakes, fake documents, and AI tools can easily fool old-school checks. Even though systems are improving, they're just not fast or secure enough to keep up with modern fraud. Today, we need more advanced tools like biometric verification or real-time AI checks to truly keep identities safe. Otherwise, the fakers will always stay one step ahead.
As AI surges, so do identity theft and deepfake fraud — urgent concerns in our digital age.
As AI surges, so do identity theft and deepfake fraud — urgent concerns in our digital age.
In today’s digital world, identity security is more critical than ever, especially with the rise of fraud, deepfakes, and scams. In India, where 75% of people have faced deepfakes, the issue is a major concern.
Current identity verification methods aren’t keeping up. Centralized systems are vulnerable to breaches, and managing identities across platforms has become complex and inefficient.
To fix this, AI and biometrics are the answer. AI can detect fraud, while biometrics like facial recognition are more reliable. Governments are also improving KYC standards, and decentralized platforms give individuals more control over their data. The future of identity lies in smarter tech and user control.
Innovative Approach: This project explores a fresh idea: moving traditional offline verifications online. It’s a new frontier, especially focused on Indian identity verification.
Learning from Others: While I researched companies doing online verification, my focus is different. Most are international and B2B, making it tricky to find direct comparisons or try out their products.
Creative Challenge: With limited data and UX strategies to lean on, this project relies heavily on my creativity. It’s about imagining how offline processes could transition into the digital realm.
Future Updates: This is a work in progress. As the landscape evolves, so will the project, adapting to new insights and technologies.
Almost 60% of Indians suspect organisations offering digital services do not protect their personal information
DPDP — Digital Personal Data Protection Act, 2023
DPDP — Digital Personal Data Protection Act, 2023
The Digital Personal Data Protection (DPDP) Act, 2023 is India’s new law aimed at protecting personal data online. It ensures that organizations collect and use data responsibly while giving individuals control over their information. The Act introduces principles like consent, data minimization, and purpose limitation, meaning companies can only use your data for what you’ve agreed to. Users also have rights, such as requesting data correction or deletion.
This law was created due to growing concerns about privacy as more personal data is shared online. It balances innovation with privacy by holding companies accountable for how they handle data and imposing penalties for violations, ensuring digital trust.
Antler unveils '100 Big Ideas,' a report spotlighting visionary concepts from India's top investors, operators, and founders. Featuring insights from B.G. Mahesh, co-founder of Sahamati Foundation, on the future of data empowerment and protection.
Data empowerment and protection are emerging as the next major revolution in India. The financial sector has led the way with consumer consent-based data access through Account Aggregators, yielding powerful results. With the DPDP Act 2023, this model is set to expand into sectors like health, education, and telecom, creating opportunities for startups to offer solutions in consented data management, privacy-preserving analytics, and data governance.
BG Mahesh ~ Co-Founder at DigiSahamati Foundation
Antler unveils '100 Big Ideas,' a report spotlighting visionary concepts from India's top investors, operators, and founders. Featuring insights from B.G. Mahesh, co-founder of Sahamati Foundation, on the future of data empowerment and protection.
Data empowerment and protection are emerging as the next major revolution in India. The financial sector has led the way with consumer consent-based data access through Account Aggregators, yielding powerful results. With the DPDP Act 2023, this model is set to expand into sectors like health, education, and telecom, creating opportunities for startups to offer solutions in consented data management, privacy-preserving analytics, and data governance.
BG Mahesh ~ Co-Founder at DigiSahamati Foundation
Antler unveils '100 Big Ideas,' a report spotlighting visionary concepts from India's top investors, operators, and founders. Featuring insights from B.G. Mahesh, co-founder of Sahamati Foundation, on the future of data empowerment and protection.
Data empowerment and protection are emerging as the next major revolution in India. The financial sector has led the way with consumer consent-based data access through Account Aggregators, yielding powerful results. With the DPDP Act 2023, this model is set to expand into sectors like health, education, and telecom, creating opportunities for startups to offer solutions in consented data management, privacy-preserving analytics, and data governance.
BG Mahesh ~ Co-Founder at DigiSahamati Foundation
Online verification confirms a person's identity or credentials over the internet using methods like passwords, IDs, or biometrics.
Online verification began with basic username and password setups, but due to security concerns, email verifications and CAPTCHAs were added to prevent bots. As passwords alone weren’t enough, two-factor authentication (2FA) and SMS OTPs became common, adding an extra layer by involving your phone. Over time, services began using government IDs for KYC (Know Your Customer), especially in finance, to verify identities more thoroughly. AI-powered document scanning (OCR) further sped up the process, while machine learning improved fraud detection by spotting suspicious patterns. Liveness detection prevents fakes, ensuring real-time presence during verification. Today, AI-driven real-time checks and facial recognition are making verification smarter and more seamless in everyday life.
If you are a heavy tech user, you would have gone through 3/4th of these methods. The question is are they really secure? If not, what are? What are the best practices that businesses should follow?
Equal verification provides a combined system of the most reliable and trusted methods like fraud detection, liveness check, face recognition & real time aggregator sync. All these at one place!
Nithin Kamath, CEO of Zerodha, reveals a deepfake video of himself in a chat with Varun Maya. He dives into why this tech is shaking up fintech and how KYC is getting risky in the digital age.
AI and deepfakes are a growing risk for the financial services industry, especially with India's shift to digital onboarding using Aadhaar and Digilocker. Currently, businesses verify documents and match faces via webcam with checks for liveliness. However, as deepfakes improve, it will get harder to ensure the person is real, posing challenges for banks with strict regulations. Reverting to physical onboarding would halt sector growth, so adapting regulations will be key.
Nithin Kamath ~ CEO at Zerodha
Nithin Kamath, CEO of Zerodha, reveals a deepfake video of himself in a chat with Varun Maya. He dives into why this tech is shaking up fintech and how KYC is getting risky in the digital age.
AI and deepfakes are a growing risk for the financial services industry, especially with India's shift to digital onboarding using Aadhaar and Digilocker. Currently, businesses verify documents and match faces via webcam with checks for liveliness. However, as deepfakes improve, it will get harder to ensure the person is real, posing challenges for banks with strict regulations. Reverting to physical onboarding would halt sector growth, so adapting regulations will be key.
Nithin Kamath ~ CEO at Zerodha
Nithin Kamath, CEO of Zerodha, reveals a deepfake video of himself in a chat with Varun Maya. He dives into why this tech is shaking up fintech and how KYC is getting risky in the digital age.
AI and deepfakes are a growing risk for the financial services industry, especially with India's shift to digital onboarding using Aadhaar and Digilocker. Currently, businesses verify documents and match faces via webcam with checks for liveliness. However, as deepfakes improve, it will get harder to ensure the person is real, posing challenges for banks with strict regulations. Reverting to physical onboarding would halt sector growth, so adapting regulations will be key.
Nithin Kamath ~ CEO at Zerodha
Offline verification - Traditional method
Offline verification - Traditional method
Offline verification traditionally involves confirming a person's identity or credentials by physically presenting documents like ID cards, passports, or utility bills. This process usually occurs face-to-face, such as when opening a bank account, renting a property, or at checkpoints like airports. Verification often includes manual inspection of IDs for authenticity, signature matching, and sometimes even physical stamping. Unlike digital methods, offline verification is slower, prone to human error, and lacks real-time fraud detection, relying solely on the physical presence and manual processes to verify identity.
Why the spotlight is on offline verification?
Why the spotlight is on offline verification?
Offline identity verification still has major flaws, especially in India. While online verification has advanced, offline methods—like showing an Aadhaar or PAN card at hotels or during travel—are easily manipulated with fake IDs or poorly verified by staff. Photocopies add to the risk, as there's no guarantee they're stored securely.
There's a big opportunity to create a better system, similar to UPI, but for secure ID verification in both online and offline settings. This would address the current gaps and make verification more reliable and secure.
In today’s digital world, identity security is more critical than ever, especially with the rise of fraud, deepfakes, and scams. In India, where 75% of people have faced deepfakes, the issue is a major concern.
General research - secondary method
General research - secondary method
For this project, I began by outlining the key challenges in identity verification and the solutions this product aims to provide. I created user stories to showcase how users interact with the product and identified the problems they face without it. In addition, I focused on flow objectives, determining the key metrics to consider for user and task flows. I also researched existing companies, comparing their strategies to identify company-level metrics that could influence our product design.
To ensure smooth functionality, I established assumptions to avoid technical breakdowns. I then explored workflows across different industries, detailing how users in various sectors could benefit from Equal's verification solutions. I also created simplified workflows for both the user and company apps, comparing their functionalities and target use cases. Lastly, I identified the sectors that could benefit the most from using Equal for user verification, highlighting where the product can make the biggest impact.
In-depth market research highlighted two key insights into why major companies often rely on third-party providers for online verification. First, building a robust verification system requires dedicated resources, and partnering with specialized verification providers strengthens security and efficiency. I analyzed top user verification platforms, key money transaction products, and explored DigiLocker and DigiYatra, Indian-origin tools handling digital IDs and travel verifications. Reviewing ten major products overall provided insights into managing sensitive data, like digital IDs and financial information, for seamless and secure transactions.
In product research, I examined ten key verification products in depth. This included analyzing each company’s vision, business model, customer base, and the value their services bring to businesses and users. I evaluated the robustness of their verification features and identified potential gaps, especially with fraud and deepfake concerns on the rise. I also studied user experience elements, such as task flows, completion times, and security metrics for handling sensitive data. These insights offered a comprehensive look at current industry standards and potential areas for improvement.
After completing foundational research and analyzing the market and existing products, I started designing task flows for the Equal app. Task flows here outline each step a user takes to complete tasks, such as onboarding, ID sharing, transaction verification, and tracking sent IDs. I used a simplified approach to map out how each feature connects to specific tasks, aligning with standard task flow design. This ensured a logical, user-friendly journey by visually connecting features to their associated actions, which enhances usability and optimizes the user experience.
In my secondary user insights research, I focused on understanding user concerns around digital privacy and business security, based on user opinions and discussions found in online sources like videos, articles, and news. Many users express growing unease over how businesses handle their personal data, fearing misuse of their identities or unauthorized sharing of their private information. Similarly, business owners show concern over protecting sensitive customer data from cyber threats, seeking a reliable third-party service to manage and safeguard user credentials against breaches and unauthorized access.
I'm concerned about users with fake IDs trying to access our services. It could harm our business and lead to inaccurate data. We need a reliable way to verify user identities to ensure we're dealing with real people, not fraudsters, which could impact our growth and credibility.
Businesses fear fake IDs and fraud, which can harm growth and compromise data integrity
I'm concerned about users with fake IDs trying to access our services. It could harm our business and lead to inaccurate data. We need a reliable way to verify user identities to ensure we're dealing with real people, not fraudsters, which could impact our growth and credibility.
Businesses fear fake IDs and fraud, which can harm growth and compromise data integrity
I'm concerned about users with fake IDs trying to access our services. It could harm our business and lead to inaccurate data. We need a reliable way to verify user identities to ensure we're dealing with real people, not fraudsters, which could impact our growth and credibility.
Businesses fear fake IDs and fraud, which can harm growth and compromise data integrity
With so much digital surveillance, I feel like I'm constantly being tracked. There's a fine line between ensuring security and invading privacy, especially in the online world where I want to feel secure, not monitored.
Users feel uneasy under constant surveillance, so balancing security with privacy is crucial.
With so much digital surveillance, I feel like I'm constantly being tracked. There's a fine line between ensuring security and invading privacy, especially in the online world where I want to feel secure, not monitored.
Users feel uneasy under constant surveillance, so balancing security with privacy is crucial.
With so much digital surveillance, I feel like I'm constantly being tracked. There's a fine line between ensuring security and invading privacy, especially in the online world where I want to feel secure, not monitored.
Users feel uneasy under constant surveillance, so balancing security with privacy is crucial.
I'm constantly worried about data breaches, especially with sensitive customer information at risk. One successful hack, and not only is our users' trust shattered, but their data could end up being sold or misused, severely damaging our reputation and long-term business health.
Data breaches where hackers steal and sell user data are a top concern for businesses.
I'm constantly worried about data breaches, especially with sensitive customer information at risk. One successful hack, and not only is our users' trust shattered, but their data could end up being sold or misused, severely damaging our reputation and long-term business health.
Data breaches where hackers steal and sell user data are a top concern for businesses.
I'm constantly worried about data breaches, especially with sensitive customer information at risk. One successful hack, and not only is our users' trust shattered, but their data could end up being sold or misused, severely damaging our reputation and long-term business health.
Data breaches where hackers steal and sell user data are a top concern for businesses.
With so much fraud and identity theft happening, it's reassuring to have extra layers of security like biometrics. It gives me confidence that my identity is protected and can't easily be compromised by someone else.
Extra security like biometrics helps ease fears of identity theft and builds user trust.
With so much fraud and identity theft happening, it's reassuring to have extra layers of security like biometrics. It gives me confidence that my identity is protected and can't easily be compromised by someone else.
Extra security like biometrics helps ease fears of identity theft and builds user trust.
With so much fraud and identity theft happening, it's reassuring to have extra layers of security like biometrics. It gives me confidence that my identity is protected and can't easily be compromised by someone else.
Extra security like biometrics helps ease fears of identity theft and builds user trust.
Screen design started with brand's style guide
Screen design started with brand's style guide
Equal focuses on identity verification, security, and trust. Visually, it utilizes green, black, and neon green, reflecting themes of hope, balance and growth. The frequent use of circular shapes, emphasises inclusivity and simplicity. The logo is meant to evoke the concept of balance and equality, though it may lack a direct connection to the core values of trust and security that the brand promises.
Equal focuses on identity verification, security, and trust. Visually, it utilizes green, black, and neon green, reflecting themes of hope, balance and growth. The frequent use of circular shapes, emphasises inclusivity and simplicity. The logo is meant to evoke the concept of balance and equality, though it may lack a direct connection to the core values of trust and security that the brand promises.
Each components is crafted with precision & unity.
Each components is crafted with precision & unity.
Onboarding - login & sign up
Onboarding - login & sign up
The Equal app onboarding starts with a get started screen, offering login or sign-up options.
Login is simple! users enter their registered mobile number, receive an OTP, and access the app by entering their EPIN if they set it up in their security features.
The Equal app onboarding starts with a get started screen, offering login or sign-up options.
Login is simple! users enter their registered mobile number, receive an OTP, and access the app by entering their EPIN if they set it up in their security features.
But Sign up goes through some steps. They are,
Mobile number verification
ID verification
1st Digital ID issue
Biometric verification
Owning Equal ID
E-PIN setup
But Sign up goes through some steps. They are,
Mobile number verification
ID verification
1st Digital ID issue
Biometric verification
Owning Equal ID
E-PIN setup
Mobile number registration
Mobile number registration
In the sign-up process for the Equal app, it all kicks off with mobile verification. Users enter their phone number, get an OTP, and verify their number to link it with the account.
In the sign-up process for the Equal app, it all kicks off with mobile verification. Users enter their phone number, get an OTP, and verify their number to link it with the account.
Aadhar verification & creating 1st digital ID with Equal database
Aadhar verification & creating 1st digital ID with Equal database
Next comes Aadhaar verification, where users enter their Aadhaar number and receive another OTP to the Aadhaar-linked phone. This double OTP check ensures their Aadhaar and mobile are legit.
Next comes Aadhaar verification, where users enter their Aadhaar number and receive another OTP to the Aadhaar-linked phone. This double OTP check ensures their Aadhaar and mobile are legit.
After successfully verification, the app creates their first digital ID—a digital Aadhaar card with all key details like name, Aadhaar number, address, and more. The card has an orange design to match the Aadhaar theme.
Once done, a message pops up saying, "Congrats, you’ve created your first digital ID!" Users can even view an interactive version of their digital Aadhaar card, which shows all their info.
After successfully verification, the app creates their first digital ID—a digital Aadhaar card with all key details like name, Aadhaar number, address, and more. The card has an orange design to match the Aadhaar theme.
Once done, a message pops up saying, "Congrats, you’ve created your first digital ID!" Users can even view an interactive version of their digital Aadhaar card, which shows all their info.
Biometric registration & verification
Biometric registration & verification
Next is biometric verification for added security. Users grant camera and microphone access for live video checks to prevent deepfakes. The biometric process involves three steps:
Biometric Feature Matching: The app verifies the user's Aadhaar biometrics using face reading and capture technology. It cross-checks the facial points captured during the scan with the Aadhaar database to ensure a match.
Next is biometric verification for added security. Users grant camera and microphone access for live video checks to prevent deepfakes. The biometric process involves three steps:
Biometric Feature Matching: The app verifies the user's Aadhaar biometrics using face reading and capture technology. It cross-checks the facial points captured during the scan with the Aadhaar database to ensure a match.
Liveness Check: During biometric verification, users are asked to say random numbers while their face is scanned. Since the numbers are different each time, it’s nearly impossible to fake expressions with deepfake tech. This live interaction makes sure the person is real and can’t cheat the system.
Liveness Check: During biometric verification, users are asked to say random numbers while their face is scanned. Since the numbers are different each time, it’s nearly impossible to fake expressions with deepfake tech. This live interaction makes sure the person is real and can’t cheat the system.
Verification Success: Once the user's biometrics are registered and verified, they get a badge showing they’re a verified citizen of India.
Verification Success: Once the user's biometrics are registered and verified, they get a badge showing they’re a verified citizen of India.
Equal ID claim & E-PIN setup
Equal ID claim & E-PIN setup
Finally, users claim a unique Equal ID (e.g., "IshanKanna47.equal.id") and set an E-PIN for secure transactions. The process ends with a focus on security and privacy, ensuring user safety.
Finally, users claim a unique Equal ID (e.g., "IshanKanna47.equal.id") and set an E-PIN for secure transactions. The process ends with a focus on security and privacy, ensuring user safety.
Once the user completes onboarding, they enter the Equal home page, where they have two primary actions: send an ID or receive an ID.
Send ID is to send a registered digital ID and receive ID is to request for a digital ID.
Once the user completes onboarding, they enter the Equal home page, where they have two primary actions: send an ID or receive an ID.
Send ID is to send a registered digital ID and receive ID is to request for a digital ID.
Search & Find people to send
Search & Find people to send
A user can send & receive IDs in four ways:
Sending to a contact.
Sending via phone number.
Sending to a person's Equal ID (created during onboarding).
Scanning a unique QR code assigned to every user.
A user can send & receive IDs in four ways:
Sending to a contact.
Sending via phone number.
Sending to a person's Equal ID (created during onboarding).
Scanning a unique QR code assigned to every user.
The most used and most convenient way is to scan a QR code and go to the send ID screen.
The most used and most convenient way is to scan a QR code and go to the send ID screen. A user can choose an ID form the recently sent IDs or can choose one from the ID vault.
Once the user selects the ID, he/she goes through a biometric check (scan) to ensure the user is verified by the aggregators. This can take 5 to 6 sec, which makes it for an instant verification
The most used and most convenient way is to scan a QR code and go to the send ID screen.
The most used and most convenient way is to scan a QR code and go to the send ID screen. A user can choose an ID form the recently sent IDs or can choose one from the ID vault.
Once the user selects the ID, he/she goes through a biometric check (scan) to ensure the user is verified by the aggregators. This can take 5 to 6 sec, which makes it for an instant verification
ID Tracker & Notifications
ID Tracker & Notifications
Once an ID is sent, the sender can monitor the transaction in the Tracker section. This section logs all activities, showing whether the ID was successfully sent, failed, or is still pending.
The Tracker also includes filters for easy navigation:
Type of ID: Filter between default or protected IDs.
Status: Filter by sent, failed, or processing IDs.
Dates: Choose time periods like this month, last 30 days, or last 90 days.
ID Type: Track specific IDs, such as all Aadhaar cards sent.
Once an ID is sent, the sender can monitor the transaction in the Tracker section. This section logs all activities, showing whether the ID was successfully sent, failed, or is still pending.
The Tracker also includes filters for easy navigation:
Type of ID: Filter between default or protected IDs.
Status: Filter by sent, failed, or processing IDs.
Dates: Choose time periods like this month, last 30 days, or last 90 days.
ID Type: Track specific IDs, such as all Aadhaar cards sent.
In addition, the Notification section has three categories:
System Alerts: Logs app activities, notifying users when IDs are sent or received.
Campaign: Alerts users when a company starts using Equal for verification, so they know when it's integrated.
Update Alerts: Keeps users informed about new app updates and features.
In addition, the Notification section has three categories:
System Alerts: Logs app activities, notifying users when IDs are sent or received.
Campaign: Alerts users when a company starts using Equal for verification, so they know when it's integrated.
Update Alerts: Keeps users informed about new app updates and features.
This project primarily focused on creating a standard verification system through the user app, allowing users to create, store, and securely share digital IDs, reducing fraud and ID theft. The vision includes a free, accessible app for secure ID storage and sharing. While future enhancements will include comprehensive verification for complex needs like loans and healthcare, and express verification for quick checks, this phase focused on establishing a robust standard verification. Future updates, including KYC capabilities, will be shared in this same space.
This project primarily focused on creating a standard verification system through the user app, allowing users to create, store, and securely share digital IDs, reducing fraud and ID theft. The vision includes a free, accessible app for secure ID storage and sharing. While future enhancements will include comprehensive verification for complex needs like loans and healthcare, and express verification for quick checks, this phase focused on establishing a robust standard verification. Future updates, including KYC capabilities, will be shared in this same space.
This project primarily focused on creating a standard verification system through the user app, allowing users to create, store, and securely share digital IDs, reducing fraud and ID theft. The vision includes a free, accessible app for secure ID storage and sharing. While future enhancements will include comprehensive verification for complex needs like loans and healthcare, and express verification for quick checks, this phase focused on establishing a robust standard verification. Future updates, including KYC capabilities, will be shared in this same space.
