Scope
Brand
Content
About
Cloaked removes your personal information from the places it ends up, and gives you identities to use instead of your own. The design problem was reassurance: showing someone their exposure honestly without leaving them feeling it is hopeless.
Concept
We set the product against a single number that can only improve. Exposure is shown as a score with a direction, so a bad first reading reads as a starting point rather than a verdict, and every action visibly moves it.
Product
The first session does the persuading. It shows what is already out there, in plain language and with sources named, then offers one action rather than a settings page, because the moment of understanding is the only moment someone will act.
Interface
Identities are the other half of the product, and they had to feel disposable rather than precious. Creating one takes a single tap, and retiring one takes the same, which is what makes people actually use them.
Colors
Warning colour is rationed. Only genuine exposure is allowed to use it, so when it appears it is believed, and the rest of the interface stays calm enough to read.
End
Cloaked came away with a product that tells people the truth about their exposure and still leaves them feeling able to do something about it.
Credits