Santander UK
From concept-to-customer, a brand new education platform to engage customers and help fight the fight on fraud and scams.
https://fraud-hub.slz.santander.co.uk/
In this project I started out as the Product Designer, driving the problem investigation, initial research and conceptual design. After the design phase I transitioned into the role of Product Owner, continuing to use design-led thinking to establish the product strategy and drive agile delivery within the squad.
Fraud is now the most common crime in the UK. Over 40% of crime in the UK is Fraud. Over 60% of Fraud cases are scams, known as authorised push payment fraud (APP).
Santander and its customers lose upwards of £300 million a year and as an industry the UK Financial sector loses upwards of £2 billion.
Not only financially damaging, but many victims suffer psychological trauma and impacted financial confidence.
A new mobile-first education platform was needed to reach our +14 million customers across our 6 digital platforms.
No ‘single’ platform to release or inform customers of the latest Fraud & Security education. Most current education buried deep within support documentation.
Long lead times to release content. Updating and releasing content to the current channels takes +6 weeks and with new fraud motives changing weekly, lead times were problematic.
Limited methods of engagement. The current platform only allows for text-based content, with no options for mixed media to tailor for user preference. Nor is there an ability to notify customers of new fraud education.
Our results showed that victims who had been defrauded in the past were significantly more interested in receiving fraud and scam education. Those who hadn’t been victims, were significantly less interested. Whilst perhaps and obvious insight, this did validate that there would be a small slice of our customers who we could call on as champions. It also reaffirmed the challenge on our hands of engaging those who were not yet victims, many of which likely believe they never will be.
These designs were refined based on feedback and insights generated in our surveys, moderated workshops and user tests.
Following the doubled diamond design process gave the project a clear pathway to creating a product that engages customers in the unique way in which they learn. Education isn’t a one solution problem, it requires many different techniques to engage and incentivise.
We looked into many different ways of engaging our customers, from videos to audios, as well as gamification elements to make the learning experience more fun and more memorable.
At this point I transitioned into product owner of the project and took lead of a cross functional squad of engineers, designers and analysts. We utilised the Scrum framework and agile methodologies to turn our design insights into a tangible roadmap.
A solid UX strategy was pivotal to the product strategy, and it was at this point, insights in our research started to define our key features. For example, we found over 70% of users said they would share learnings with a family member. From launch Fraud Hub users could share an image of the learnings via the native share-sheet to any friends or family.
Utilising my previous technical experience with web technologies the technical team and I collaborated closely to architect a solution that was both flexible and scaleable. Notably choosing a lightweight React web app, enabling easy cross-platform implementations across the bank’s wide digital estate.
Overall we established a clear product strategy that focused enabling our business SME’s whilst creating an engaging, scaleable platform that our customers want to use. The product strategy was flexible to enable easy pivoting depending on the performance of the product after launch. Strategically designed to reduce fraud-loss and empower the customer fraud prevention experience.
OBJECTIVES & KPIs
The main two aspects of the OKR strategy are reach and impact. These two aspects ensure we are always focusing on providing more education to more people, and ensuring that education is meaningful and engaging to them.
Whilst fraud-loss savings are an important result, focusing on the metrics that improve the product features and content is more important. Extrapolating the improvements to fraud-loss savings was then done by A/B measuring customers who did / didn’t complete the education when prompted in a given period.
FINAL DESIGNS
The final UI’s were pulled together by our excellent designer Kasia, who took my position as designer when I became product owner. We worked closely together continuing to engage customers through user research, collaboratively driving the UX of the product.
We continue to work closely with our users, and the designers guild to ensure the most innovative and intuitive solutions that engage users to drive impact. We focus our research now on understanding how to incentivise customers engagement with the education and how we can reach more users, who are potential customers.
£11 million predicted loss savings.
8 million users reached.
60% total course completion.
Fraud hub also established the foundations of the Education and Awareness product strategy. The Fraud Hub successfully introduced a scaleable, engaging and impactful education platform that reached millions of users across Santander’s estate.
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