Identifying a gap in the market, to help investigators improve in tackling against fraud.
Challenge
Discover, refine and refine again.
The project begin as a proof of concept (POC), which stemmed from in-depth market and user research. Through the research a gap in the market found to help aid our users and enhance the validity of fraudulent cases.
Project Approach
Collaborations across multiple teams from; labs (Growth) to product and engineering ensured an understanding of the project and it’s expectations. Working in a 2 weekly sprints allowed the project to have an agile set up to ensure we tested multiple variations and testing at multiple stages. A 'first draft' was developed and tested on in house fraud investigators, we took our learnings into the next production stage to gain insight from the users through out the process as we quickly cam to understand that we had to have a more holistic approach as one change can have a great effect elsewhere in the user journey.
Solution
Creativity and exploration was the core of the build.
By liaising with users throughout each step and often providing them with multiple options to A/B test, we were able to understand the best user journey. With the data gather version 2 of the product was approached more with the user in mind and this was represented in the efficient user journey, by simple design, less clicks and intuitive prompts throughout.
A decision was made to go to market with a BETA product which we would have the minimum requirements on to make it a simple onboarding process for the user, whilst we would then produce additional features in later releases. By doing this it would allow us to gather more analytics and feedback from a wider range of users to help better the product
Findings
Increased engagement and increased fraud detection.
After rigorous testing and a product successful product launch the feedback was welcomed with open arms by numerous clients signing up to the new product, increasing revenue for the company. Along with fraud investigators complimenting on the ease of use to understand if an image or document had be tampered with.
Personal Learnings
With this growth project, I learned to open myself up to working on multiple 'features' at once along with constant testing with no clear outcome of what should be correct. The main focus became all about the user journey and they would interact with the product which helps me better understand and empathize with users.
