Dubizzle
2025
User Verification
Building trust at scale through identity verification
A classifieds trust initiative that helped users confidently transact with verified buyers and sellers through a secure identity verification experience.
Overview
Building trust in a marketplace of strangers
Creating confidence between buyers and sellers
As a classifieds marketplace grew, one of the biggest challenges was helping users feel confident when interacting with people they had never met.
While existing moderation systems helped maintain marketplace quality, users still needed stronger signals to identify genuine accounts especially during high-value transactions.
The goal was to create a verification experience that:
Increased confidence between buyers and sellers.
Reduced concerns around fake accounts and fraudulent activity.
Balanced security requirements with a simple, frictionless user journey.
Designing a simple and secure verification journey
Turning a complex identity process into a seamless experience
I designed the end-to-end consumer verification flow, guiding users through identity verification while keeping the experience clear and approachable.
The journey included:
Phone number verification through OTP
Emirates ID capture
Identity validation
Facial recognition
Profile photo upload
Verification status tracking
Verified badge displayed across the marketplace
The experience was designed around four principles:
Transparency
Helping users understand why verification matters.
Reduced friction
Breaking a complex process into simple steps.
Progressive guidance
Making each stage easy to complete.
Confidence through feedback
Providing clear success, error, and review states.
Mapping the verification journey
Exploring entry points, user flows, and different system states to create a secure yet frictionless identity verification experience.
Impact: Adopted by 740K+ Users
Transformed identity verification from a complex security requirement into a simple, trusted user experience.
