Persona 01
The Instant Saver.
Wants rewards now, with minimal effort. Put off by waiting, expiry, and unclear value.
new-to-app
speed-first
Instant redemption
Trust ID
Ten months from idea to funded product, Trust ID is now the identity platform behind an NVIDIA Inception startup.
TRUST ID
·
MOBILE WALLET
·
PRODUCT & BRAND BUILD
At a glance
Four phases, from a bare idea to a fundable ecosystem.
Drag / scroll →
team
6-person
design lead, researcher, strategist, advisor
research
12 interviews
U.S. rewards users, aged 28 to 43
output
3 brands, 3 sites
plus 20+ product demos
validation
9 of 12
called the core concept a game-changer
The Client
A privacy startup rebuilding identity around the person.
Trust ID is the consumer brand of Tracer Labs, a privacy-technology company on a mission to replace cookies, passwords, and repetitive age checks with a decentralized, privacy-first identity and consent layer. Where a person once accepted hundreds of cookie pop-ups a year, Trust ID lets them carry portable, revocable consent and manage rewards across brands in a single wallet.
When Tracer came to Wandr, that vision existed only as an idea. There were no flows, no prototype, no brand, and no site, nothing a user or an investor could see. The technology was ambitious, but it could not yet be shown, used, or funded.
Digital
identity
identity
consent and rewards
Ex-IBM
founders
founders
and enterprise veterans
NVIDIA
Inception
Inception
joined September 2025
The Challenge
A category-defining idea that No one could yet see.
The consent economy was broken for users and businesses alike, and Tracer's fix still lived only in the founders' heads.
Problem 01
Cookie overload.
Users faced more than 700 consent pop-ups a year, a wall of friction that drove fatigue, abandonment, and quiet data leakage on nearly every site they touched.
Problem 02
Password chaos.
More than 100 logins per person meant reused credentials, higher breach risk, and an identity layer working against the very people it was meant to protect.
Problem 03
A $55B compliance bill.
Global privacy compliance was heading toward an estimated $55 billion a year, while cookie deprecation and bot traffic ate into marketing ROI on top of it.
Problem 04
A vision with no product.
The founders were aligned on the mission but had no flows, prototypes, or brand. The idea could not be shown to a user, an investor, or a pilot partner.
Problem 05
Identity that disoriented.
Decentralized technology, done wrong, feels more confusing than the problem it solves. The complexity had to disappear behind something people instantly understood.
Drag / scroll →
Our Role
From a blank page to a fundable product suite.
01
Founder alignment workshops and idea-dump sessions
02
Behavioral research: 12 in-depth user interviews
03
Product strategy and a staged roadmap for pilot, investor, and launch readiness
04
The Trust ID consumer experience: onboarding, consent, wallet, and dashboard
05
Reward conversion, referral, and brand-engagement flows across brands
06
A simplified campaign builder for consent-based marketing offers
07
Three brands from zero (Tracer Labs, Trust ID, DCID) and three websites
08
20+ high-fidelity demos, investor decks, white papers, and design systems
Research
We tested the idea with real users before we designed it.
To build on evidence rather than the founders' assumptions, Wandr ran twelve in-depth interviews with U.S. rewards users, 45 minutes each, spanning ten active rewards users and two who avoid rewards programs entirely. Every core concept was put in front of them before a screen was designed.
01
concept validation
A single trusted account was a game-changer.
Nine of twelve users said one trusted account across brands would change how they manage rewards, validating the core Trust ID idea before design began.
02
Cookie behavior
Most users accept cookies out of habit.
Sixty percent of participants default to accepting all cookies, a measured psychological bias the onboarding had to reframe as a benefit, not a threat.
03
Design guidelines
Four rules anchored every screen.
Granularity, security and traceability, guided immediacy, and personalization emerged from the interviews and guided every design decision.
One wallet, three very different savers.
Persona 02
The Strategic Saver.
Accumulates points for a meaningful payoff. Worn down by expiry and rewards locked to one brand.
returning
points-focused
Cross-brand
Persona 03
The Loyal Enthusiast.
Thrives on feeling recognized by brands. Let down when membership feels no different from anyone else's.
Loyalty-driven
exclusivity
recognition
Make a decentralized identity layer
Feel effortless.
4 Principles →
01
Trust through transparency.
Every screen signaled control, clarity, and consent at a glance, so users always knew what they were sharing and could take it back at any time.
02
Decentralized, not disorienting.
The cryptography stayed under the hood. Complex infrastructure was distilled into onboarding and wallet flows anyone could follow on the first try.
03
Modular for scale.
Components and architecture were built to evolve across regions, industries, and platforms without a rebuild each time.
04
Brand-led product design.
One visual identity ran across tools, tiers, and touchpoints, so Tracer Labs, Trust ID, and DCID read as one coherent ecosystem.
Principle 01 of → Continue scrolling
THE KEY INSIGHT
The product was never the problem. trust Was.
Decentralized identity is a hard sell precisely because it is invisible infrastructure. Users would not adopt what they could not understand, and investors would not fund what they could not see.
The breakthrough was not a feature, it was clarity: turning an abstract, cryptographic idea into a single trusted account a person could use in a tap and an investor could grasp in a minute. That is what made Trust ID both usable and fundable.
Screen 01 of 08→ Scroll horizontally
Outcomes
What the work produced.
In ten months, Trust ID went from scattered ideas to a research-validated product suite in front of investors and enterprise pilots.
01 · Timeline
10 months
Concept to launch-ready ecosystem founder workshops to handoff assets
02 · Brands
0 → 3
Brands designed and launched from zero Tracer Labs, Trust ID, DCID
03 · Validation
11/12
Users validated the core concept one trusted account across brands
04 · Outreach
20+
High-fidelity demos for pilots investor and enterprise conversations
Client Voice
In their words.
“
Partnering with Wandr has been transformational. They understood the complexity of our vision and brought it to life with precision, creativity, and deep UX expertise. Their ability to translate groundbreaking technology into intuitive, human-centered experiences has been critical to our success with both investors and early adopters.
Patrick Moynihan
President, Tracer Labs
