Trace
Every trace makes a difference
Duration
12 Weeks
Jan. - Mar. 2022
Roles
Service design
UX/UI design
User research
Branding design
an information exchange platform that helps track the common scam trends.
Why is this content?
This project is part of my MFA thesis →, in which I aimed to explore “what should we do after we receive a scam call?”.
We should all report the scam calls we receive. Scam trends can also change quite quickly, which make it difficult for everyone to track the changing scams. Collecting data on reported scam calls will further assist in the accurate and fast tracking of scammers and scam trends. The insight of being unfamiliar with scams that I noticed from the immigrant community can be applied to everyone to better protect themselves against scams.
Aim
Every report can help to see the full picture of what scammers are doing and collect evidence for lawsuits against scammers. With this project, I want to encourage people to share every single time they have an experience with a scammer.
Outcome
By collecting report data from users, Trace makes it easy for everyone to track scam changes. Users can view recent scam trends, and other people's reported information on the platform. A campaign is designed to make people realize why does reporting scams matters. Posters will be placed at the airport, on the street, and in subway stations with a conspicuous QR code leading people to report instructions on Trace.
Methodology
Why is this problem?
Based on my summary of my desk research and interviews on phone scams, I started brainstorming sessions to identify the problems that hinder people from identifying and reporting scams and how I could conceptualize different service ideas that could solve these problems.
After brainstorming, I decided to focus on: A service that help tract the changing scams.
Key insights
People don't think it's important to report every scam call they receive.
Unfortunately, most people don't think it's important to report every scam call they receive. Data from FTC, the main agency for collecting scam reports in the U.S. shows that there is a huge gap between the number of people who have been scammed and the number of reports on such scams.
Statistics show people don't know where to report.
In reality, most victims are willing to share their experiences of being scammed with friends, family members, and even online. However, an aviva Fraud report indicates that almost half (46%) of those who received a communication that they suspected to be a financial scam did not report it, mainly because 41% of them did not know whom to report it to. That leads to a direct result that in 2020, FTC only received 2.2 million fraudulent reports from consumers.
User needs
If people clearly know where to report, what other factors would prevent them from participating in reporting scams? From user interviews with five people, I concluded the following:
1. Incentives. People think reporting scams is a waste of time because they aren't sure if it really helps.
2. Time-consuming. People don't want to spend too much time reporting scam calls and need a quick easy way. 3. Friendly reminder. People are likely to forget to report after hanging up and need to be reminded.
Opportunity
How might we create an information exchange platform that helps track the changing scam trends?
Service blueprint
The idea of this service is to create an ecosystem that can benefit users who actively report scams by providing accurate scam trends and fastly tracking scammers.
Solution
Brand campaign
Trace aims to collect every traces of scams. The main symbol in trace's identity is the share icon as a hint to encourage sharing scam experiences. This symbol is present on the poster and in the app related to the report feature. In partnership with FTC
Report process
The QR code on the posters will lead people to a quick instruction about how to file their scam report, questions about the kind of scamit was, and will collect more details and evidence about their particular situation.
Track updates & trends
After submitting reports, users can view follow-up investigations on their profile page. Users can view recent scam trends and learn more on TRACE home page. They can also check other people's reported information and learn about specific situations other people have experienced.
Thoughts & Takeaways
In this project, although my starting point is to reduce phone scams, this design can be developed to apply to all types of scams. I think the biggest question in this service is how to make money. Ideally, I would like to sell the reporting information to the stakeholders responsible for stopping scams. Taking phone scams as an example, I would sell to the telecommunications company which they can use the data to improve the ability to block and reduce fraudulent calls.

scam booth

An experience designed to raise phone scams awareness

Call detector

A iOS plugin to spot scam calls

Cypher

A speculative product to intercept scam calls
View all works →