SCAM CHECKER
Empowering customers to prevent scams for themselves and their loved ones.
Client :
Duration
6 Months
2019. 12 - 2020. 05
Team
Xinyue Ruan
Dani Reis
Seonhyo Kim
Angelica Nesi
Yi Yang
My Primary Role
Researcher
UI/UX Designer
Video Editor
Prototyper
Tools
Figma
Illustrator
Photoshop
After Effects
Miro, Zoom
Brief
How might we help vulnerable customers manage their money better
Solution Overview
A new way for LBG’s customers to prevent scams by proactively verifying whether a message is malicious or not, adapted to the digital habits of pre-retirement age customers. The suite of solutions includes a “checker” chatbot, a crowdsourced database of fraud, a library of sharable edutainment videos on scams, and a PR campaign to incentivize customers to engage with the offering
Design Process
Phase I - Discover
1.1 Understanding the context
Financial services lifecycle analysis:
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We started the project by figuring out what actually a bank does for the customers. So we have mapped out the current offerings from Lloyds into a financial lifecycle map, analysing all the products they provide, considering the different age’s categories.
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This map shows that bank offers different financial products considering different age bracket.
Product lifecycle mapping
1.2 It is important to consider that these are not isolated types of vulnerability. Lives are complex. Often these issues overlap and can be exacerbated by one’s financial situation.
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What does financial vulnerability look like?
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Who are the users?
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What are key trends playing a part in the financial health of Britain?
Desk research: Key areas of vulnerability
Key Trend: Aging population
"We are losing a lot of money because of fraud.
——Alice, Lloyds employee
"The elderly are at much higher risk of falling for these scams
——Marisa, Lloyds employee
1.3 Empathising with target users:
We did not think that this was a complete view of vulnerability, so we decided to create a matrix to map out some of the issues one may have in life. The matrix is made by 4 axes: sporadic and permanent vulnerability, more and less awareness about it.
For us, it is important to understand that this is a mutable way of being and that levels of awareness and permanence vary greatly between people.
1.4 Understanding user behaviours
New online behaviours in the 60+ age group,
An example of a coupon scam.It happens very often and can be a huge breach of security.
1.5 Researching fraud & prevention
Understanding ways users & institutions prevent fraud and where it fails
Research into types of current & emerging fraud and their touchpoints between users & financial providers
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Emphasis on low digital literacy
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New interfaces between victims
Met police warning on new scams
Phase II - Defining
2.1 Problems & Pain points
For LLOYDS
Losing a lot of money through refunds every year and suffering reputational damage.
For the Elderly
Fraud is a key driver of financial vulnerability in older costumers
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£10bn lost to fraud every year in the UK
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Older, less tech-savvy consumers are more at risk for new kinds of scams
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Falling victim is emotionally draining & refunds are time-consuming
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Identifying scams before they happen is key, but hard to do in reality
2.2 User Group
MAX
Age:
Job:
Status:
Location:
72
UK council wrker (retired)
Married
London
Bio:
Max is a hard worker, he worked for the UK government before he retired 6 years ago. He saved enough money for retirement, but a few weeks ago fell victim to a scam.
Goals:
Having a peaceful and prosperous retired life.
Frustrations:
I’ve lost a lot of money. Feel worried for future life.
How Might We...
Help older customers identify fraud?
Phase III - Developing
3.1 Introducing our Service:
An easy to use multi-channel conversational interface to report and receive feedback on suspicious messaging before they happen.
By having users proactively report scams, ScamChecker can be used to train and improve a fraud detection algorithm, thus improving over time.
3.2 How does it work for the user?
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You simply forward your message/email/etc to ScamChecker. Then you receive a code to open the verification page on the secure Lloyds App.
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Scam-checker checks for signs of malicious messaging on an existing database and informs you if the message is genuine. If it is unsure if a real person will check it for you.
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Once verified, you receive confirmation in the App as well as an easy-to-share infotainment video to help you and other users identify scams easily.
3.3 Solution Summary
Touchpoint 1 : Lloyds APP - simply 3 steps to protect your safety
Step 1
Tern on Scam-Checker in Lloyds APP
Step 2
Copy Suspect Message
Step 3
Auto-Vertifing in App
Touchpoint 2 : Youtube Channel- short, shareable, and informative guru-style videos
about fraud are open to all on the Scam-checker youtube library.
Touchpoint 3 : In branch Q&A Game
- We also have an educational game, provided both in branches as well as online.
Phase IV - Prototyping solutions with target users
4.1 Early concept prototyping, New behavioural insights:
Ensuring simplicity & safety, working across channels，Emphasis on a "sense of justice", and protecting loved ones.
Group meeting with Lloyds customers
Group meeting with Lloyds Service design department
4.2 Service Value Proposition
1. Preventing new frauds
The chatbot service will promote “Let Me Check” culture, which in turn will encourage consumer confidence in reacting to suspicious situations.
2. Promoting new behaviours
ScamChecker provides an educational network through the game and video library which will contribute to preventing fraud, reducing the number of cases per year.
3. Building trust
We build a new sense of trust between consumers and banks based on new collaborative cooperation against a scammer's mutual enemy.
4. Helping Britain prosper
SERVICE BLUEPRINT
Feedback & Learnings
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Development costs are high, but so are rewards: Savings, and brand perception
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Ensuring the safety of the app is key: By opening a new channel of communication could open new ways of scamming
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Could open partnerships between banks, improving the reach of the solution
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Users would prefer to have scam prevention savings used for the greater good, not just helping the bank do its job