Resin Identity

A stand alone, White-Labeled, Multi-Brand Consumer Access and Identity Management with Passkeys-as-a-Service
Project Overview
Resin ID Consumer Access and Identity Management (CIAM) platform was specifically crafted for media and publishing companies that manage multiple brands. It also catered to companies seeking both single and multi-brand solutions.

Resin ID was conceived as a standalone platform, seamlessly integrated into the broader Resin Ecosystem.
My Contributions
After my promotion to Director at Hearst, I was asked to address this project, which was a struggling platform with unresolved issues. I was tasked with rectifying the initial discovery mistakes and relaunching the platform with a fresh strategy and vision.

I took charge of the teams and developed a white-labeled "Single Sign-On (SSO)-like" platform that enabled one account to access all our clients' owned and operated (O&O) brands and properties. One of our major objectives was to eliminate the need for passwords, introducing passkeys and one-tap features throughout the platform for easy integration into any page element.

Upon relaunching as Resin ID, we successfully acquired 16 new clients, resulting in a total user base of over 13.8 million.
Product Strategy | Go-To-Market Strategy | Product Leadership | Passkeys | Roadmap Planning | P&L Ownership | Direct Reports
Skills used for this Role
Director of Product: CIAM Identity
March 2021 — Present
Key Takeaways
13.8M Users, 42  clients, 4M+ Monthly ID Events
16 New Clients, 2.4M MAUs, 3.25M New Users in Q4 of 2023

Frictionless Login

A central focus of Resin ID was creating a frictionless login experience.
Login Screen

Our objective at Resin ID was to streamline account creation and sign-in processes, automating user input wherever possible. We began by introducing social sign-ins as the initial step toward frictionless login/creation.

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As a proof of concept, we launched Google One-Tap Support for all our brands, which proved to be immensely successful.

Passkeys

Building on the success of social sign-ins and Google One Tap, we introduced Passkeys.

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Initially, Passkeys served as a login and creation mechanism, but we designed it with the flexibility to be deployed as modal and journey access management tools in the future.

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The launch of One Tap and Passkeys led to significant growth, with over 3.25 million new users in Q4 alone.

Branded Experiences

Resin ID prioritized the needs of multi-brand clients.
Brand Page

Resin ID was engineered with a "brand-first" approach, placing publishers and media companies in control of how they presented themselves to their entire user base.

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Additionally, we introduced the brand page, serving as a hub for customer support and showcasing upgrades, offers, and marketing assets to users. This presented an opportunity for our brands to cross-sell and upgrade their users to higher tiers.

Created by Joel © 2024
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