A new way of identity
Seamless and secure ID transaction through an optimised user experience
EQUAL
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.
context
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.
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.
Breaking new grounds
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.
Overview
Almost 60% of Indians suspect organisations offering digital services do not protect their personal information
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
Online verification
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!
KYCs at risk!
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
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.
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.
Research
Research data
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.
Task flows
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.
Market Research
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.
Before & now — working of an online verification
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.
User insights
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.
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.
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.
THE BRAND
Initial branding was great! But I had to tweak some elements to align with the company's vision.
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.
Introducing a new brand identity, now with a touch of blue to symbolize trust.
The rebrand shifts the color palette from green to blue, aligning Equal more with industry standards for security and trust, as seen in banking and other sensitive sectors. By transitioning to sharper geometric shapes like rectangles and squares, the brand conveys a sense of strength and reliability. This new visual language, supported by a refined typeface called Satoshi, better communicates the brand's focus on safeguarding identities.
These changes position Equal as not just a service provider, but a guardian of personal information, ensuring a future where trust and security are at the forefront of its visual identity.
Design
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.
Each components is crafted with precision & unity.
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.
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
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
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.
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.
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.
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.
Home and send 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. The user can send 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.
ID vault — add, manage or update IDs
To send an ID, user needs to have it saved in the ID Vault, a secure, privacy-focused section where all digital IDs are managed. Access to this vault requires entering the user's E-PIN, which adds an extra layer of security.
Once inside the ID Vault, users can manage their stored IDs — add, manage, update, or remove ID when needed. The Aadhaar card is added when it was created in the onboarding process. This system offers secure access to verified IDs, allowing users to share them while keeping their information protected and in control.
Send & receive IDs
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.
ID Transactions
Once the user chooses how to send an ID and hits "Send," they're taken to the ID vault to select one or more IDs. After that, they have two options:
Default ID: Sends the full ID details (like Aadhaar) for the recipient (business or individual) to view.
Protected ID: Equal verifies the ID in the background, but the recipient only gets a notice that it's been verified by Equal without seeing the sensitive details.
For Protected ID, the user must enter their E-PIN for extra security. Equal runs a background check to confirm the user, and once verified, the recipient gets the ID. If it’s a Protected ID, the recipient just sees that it’s been verified. If it’s a Default ID, they can view all the ID info.
ID Tracker
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.
Notifications
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.
Profile & Account
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.
Learnings
Summary
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.
Learnings
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.