We took CLEAR from a single-use app to an identity experience used by 33 million people.
CLEAR is best known for speeding travelers through airport security with just a glance, using biometrics (the eyes and face). Fueled had partnered before with CLEAR on prototypes and concepts involving busy airports like JFK, EWR, and LGA, their overarching product roadmap, and multiple forms of online verification. This time, their ambitions extended far beyond air travel. Our challenge was to shift the perception of CLEAR from an airport convenience app to something much bigger: a single, trusted “enroll once, use everywhere” identity solution.
Fueled designed, architected, and engineered a suite of third party integration tools, eventually delivered as robust SDKs, so that partners could effortlessly integrate CLEAR verification into their own mobile and web apps, showcasing CLEAR’s broader value proposition as the identity verification layer.
The result: rapid adoption by major partners like LinkedIn and Wellstar, measurable drops in fraud for partners, and improvements in public CLEAR brand perception.
Key Challenges
Expanding the CLEAR Brand. CLEAR aimed to change how consumers saw them; not just as the kiosk at the airport or a one-time vaccine pass, but as a constant companion for identity verification anywhere. We faced the strategic task of expanding CLEAR’s brand perception from travel tool to everyday essential.
B2B2C Integration. The new CLEAR platform had to serve two masters: end-users and enterprise partners. Our team helped design a B2B2C – Business to Business to Consumer – product suite that took the form of a software development kit (SDK) enabling businesses like airports, employers and healthcare providers to embed CLEAR verification into their apps and services. Fueled combined design thinking with engineering prowess to make these partner integrations seamless, so that a person verifying their identity on, say, the LinkedIn app or at a hospital check-in, would have the same frictionless, smooth experience CLEAR was renowned for providing in person.
Uncompromising Security & Speed. The redesign had to uphold CLEAR’s hard-earned reputation for security and privacy; they’re certified by DHS (US Department of Homeland Security) as a Qualified Anti-Terrorism Technology. We needed to balance rigorous biometric checks with a friction-free UX, ensuring that safety is never compromised by speediness.
Designing a UI for Trust and Speed
Every aspect of the UI and content was crafted to reinforce CLEAR’s core values: trust, speed, and ubiquity. We built on CLEAR’s existing brand strengths while making the experience feel fresh and modern:
Unified Design System. We developed a clean design system that allows CLEAR’s identity to live inside other apps without feeling out of place. By leveraging CLEAR’s trust equity, the design system makes integrations feel native to each app while benefiting from the distinct CLEAR seal of approval. Consistency was key: whether you’re in the CLEAR app or a partner’s app, the buttons, fonts, and animations feel familiar and reliable.
Cinematic User Experience. To make an inherently technical process (biometric ID verification) feel more human, we added micro-interactions and feedback that delight the user. Cinematic touches like visual cues, animations, and haptic feedback reinforce the impression of speed and certainty.
Simplifying Complex Screens. The app’s account section was reimagined as a personal identity hub. We added an “Identity Everywhere” dashboard where customers can see the various partner apps and services linked to their CLEAR identity. Account settings were simplified for transparency, like toggling what data is shared, updating biometrics, or viewing check-in history – all presented with clear language. Even small changes to the clarity and intuitiveness of an app’s user experience can increase platform trust.
Transparent Copy & Privacy. A focus on content strategy ensured that every message in the app builds understanding and confidence. We avoided jargon, kept the tone friendly and authoritative, and provided insightful links for those who wanted to learn more about privacy practices.
Instant Verification and Friction-Free Flow
Whether stepping up to an airport eGate or tapping “Verify with CLEAR” in a partner app, users experience near-instant identity confirmation. We recreated the speed of CLEAR’s in-person kiosk in digital form: the app leverages advanced face biometrics and liveness detection to confirm “You are you” within seconds.
A core value driving our approach was the principle of enroll once, use everywhere. With a single sign-up, a person’s verified identity (their “CLEAR identity”) can unlock experiences across all contexts. No repetitive form-filling or re-verification; CLEAR becomes a universal pass.The best identity check is the one you barely notice. We removed unnecessary steps and visual clutter from every interaction. The app instantly checks only what’s necessary, like confirming a person’s identity with face recognition or doing a quick liveliness test to ensure they are not a spoof. These checks happen in the background of partner apps, with results delivered in a simple pass/fail manner. There’s no fumbling for physical IDs or typing in long passwords; the customer themselves is the credential. By eliminating paper forms, manual reviews, and wait times, the app makes security feel almost invisible.
Accessible Design for Everyone, Everywhere
An identity platform needs to be accessible to everyone, making inclusive design a major focus. The app meets WCAG 2.1 AA accessibility standards, with a roadmap toward AAA. Practically, this included:
- High-contrast color options.
- Testing every screen with screen readers (VoiceOver for iOS, TalkBack for Android) to ensure that, for instance, face-scan instructions and success messages are announced clearly to vision-impaired users.
- Built in support for users who prefer reduced motion. If the OS setting is enabled, our animations become subtle fades instead of moving graphics, to avoid triggering dizziness.
- Text is scalable for large-font users.
- Interactive elements are large enough for those with mobility or touch issues.
Rollout and Impact
After rigorous testing and iteration, the redesigned CLEAR app and its new identity SDK (now known as CLEAR1 for businesses) launched to the world. The app rolled out in phases; first through pilot programs and feature flags, then to the general public and partner network.
Immediate Adoption
Major partners were eager to integrate CLEAR’s verification into their own digital experiences. Early adopters included:
- LinkedIn: allowing professionals to verify their profile identity with CLEAR.
- Wellstar Health System: streamlining patient check-ins.
- Public.com: securing user onboarding for financial accounts.
- Community Health Network: securing MyChart patient portal access.
These diverse use cases proved that the “enroll once, use everywhere” vision resonates across industries. To date, over 33 million customers have used CLEAR’s digital verification.
Enhanced Security & Trust
Our work helped CLEAR expand and strengthen its core promise of security. In pilot programs, businesses saw fraud attempts drop by nearly 50% after implementing CLEAR’s multi-layered verification. At the same time, user sentiment around CLEAR improved; surveys indicate 89% of users now associate CLEAR with “security” and “trust” – a big leap for a brand often previously seen as a niche convenience.
Redesigning the Future of Identity
By partnering with CLEAR on this ambitious redesign, Fueled went beyond just delivering a new app. We acted as a strategic extension of their team, helping to define the product vision and execute it end-to-end. The result is an experience that feels at once fast and trustworthy, innovative, and invisible.
