From frustration to frictionless: Transforming fraud reporting 

Challenge

Our customer service data revealed a significant pain point: the time-consuming and frustrating process of reporting fraudulent activity.

Design opportunity: Optimize the customer experience and streamline our operations. By leveraging technology and user-centered design, we aimed to:

• Eliminate the need for lengthy calls: Provide a self-service solution for reporting fraud.

• Streamline the process: Create a quick and easy-to-use interface for customers.

• Improve operational efficiency: Reduce the burden on our customer support team.

Synthesizing User Needs and Preferences:

Leveraging an affinity diagramming technique, I synthesized user insights from various research sources (e.g., interviews, surveys) to identify key themes and user needs. This analysis revealed the following:

• Need for Acknowledgment: Customers expressed a desire to feel understood and supported when encountering issues.

• Transparency Preference: Easy access to real-time information about potential problems was highly valued.

• Narrative Expression: The research indicated a customer preference for being able to readily share their perspective on issues.

• Human Connection: Chat options were seen as offering a more personal touch compared to other support channels.

• Proactive Communication: Customers appreciated proactive notifications that demonstrated the company's attentiveness to potential problems.

• Actionable Self-Service: While open to conducting independent research, users emphasized the need for clear and readily available information.

• Form Submission vs. Process Initiation: A distinction emerged between submitting a form and initiating a resolution process, with users indicating a desire for a more streamlined transition to agent assistance (potentially through a waiting list system).

Customer Problem Statements and potential solutions:

"My card has been declined and I can't tell why."

• Give Customers ability to view their declined transactions online

• Add “Declined Transactions” to the customer transactions list.  Provide reasons for decline.
  
  

"I don't have enough information about the transaction to feel secure about reporting a problem online"

•  Provide the customer with more transaction details/information

• Add more details about transaction to the transaction drawer
  
  

"When I find an issue on my own, I have less confidence it will be resolved quickly"

• Give customers a quick and easy way to see if something’s wrong (proactively)

• Display a “warning” message if there’s a problem and an “all is ok” message if there is not a problem

• Proactive notifications when there is an issue needing their attention

"I feel like its faster to talk to a person versus go online to file a dispute or fraud"

•  Enhance the “Report a Problem” process to make it fast and easy

• Streamline the report a problem process by adding a drop down to the transaction drawer that kicks off the fraud flow 

User Research Drives Business Impact:

Outcome: My user research directly influenced the prioritization and launch of three key initiatives that address critical customer pain points and contribute to improved operational efficiency. These initiatives include:

• Enhanced Transaction Transparency: Users expressed a strong desire for clearer explanations when transactions were declined. This research informed the development of a new feature that provides more transparent messaging, reducing frustration and improving customer experience.

• Actionable Transaction Details: User feedback revealed a need for more relevant and actionable information about transactions. This research spurred the creation of a redesigned transaction detail view, empowering customers to make informed decisions and take necessary actions.

• Streamlined Fraud Reporting: The research identified a cumbersome process for reporting fraudulent activity online. Based on these insights, the team embarked on streamlining the fraud reporting process, leading to faster resolution times and enhanced customer security.

Impact:  Additionally, my research report provided invaluable transparency to stakeholders. It highlighted the key pain points driving high servicing costs, enabling data-driven decision making and resource allocation for future product improvements.