Identyti: Digital Storage of Personal Identification Documents; Ecommerce’s Effects on Consumer Behavior and Marketing

Lee, Gio, School of Engineering and Applied Science, University of Virginia
Seabrook, Bryn, EN-Engineering and Society, University of Virginia
Ibrahim, Ahmed, University of Virginia

The rise of ecommerce has made user data an important component in a retail company’s success. Identyti, the online document hosting service, similarly, relies on user data to make and improve its autocategorization of user uploaded files. Both retail marketers and Identyti potentially have at their disposals, sensitive user data that warrants privacy concerns. Also, since both retail marketers and Identyti both aim to automatize human decisions such as in selecting what shoppers see and Identyti’s automatized document filtering system, they lead to an unprecedented attrition of users’ self-determination. On the technical side, both ecommerce platforms and Identyti are challenged to manage and facilitate analysis on mass user data in some way.
Identyti is a data hosting service for documents that otherwise typically only exist as a hard-copy. Often times, people have to shuffle through various papers to retrieve what they need. Also, people do not always immediately know what documents a party may be requesting. Identyti seeks to solve both these problems by allowing users to upload their documents online so that they may be accessed from anywhere and anytime. Identyti utilizes users’ uploaded documents by training a machine learning module that assists to auto-categorize and thereby organize documents for users. Since most documents tend to be forms that hold sensitive user information, the backend was left to S3 which is a long-term data hosting platform by Amazon that is universally well trusted and the most used among all cloud storage solutions.

BS (Bachelor of Science)
Ecommmerce, Big data, Digital storage

School of Engineering and Applied Science
Bachelor of Science in Computer Scinece
Technical Advisor: Ahmed Ibrahim
STS Advisor: Bryn Seabrook
Technical Team Members: Eric Burbach, Chris Han, Sri Jayakumar, Samantha Kostleni, Amanda Murray

All rights reserved (no additional license for public reuse)
Issued Date: