Cross-Channel Fraud Intelligence for Banks
Role
UX Designer (Solo)
Organization
Broadcom (CA Technologies)
Duration
12 months
5 Personas
Designed for distinct user roles
3 Channels
EMV 3D Secure, Mobile Banking, Internet Banking
DRM
Digital Relationship Map - novel visualization
Shelved
Broadcom acquisition halted development
The Problem
Banks needed a single administration console to manage fraud intelligence across multiple channels — 3D Secure transactions, mobile banking, and internet banking — simultaneously. Fraud teams, customer support representatives, and digital banking leaders all needed access to the same underlying data, but each had fundamentally different goals, workflows, and levels of technical expertise.
"One platform, five user types, three channels. The challenge wasn't building the features — it was making the same data intelligible to a Head of Fraud setting policy, an analyst investigating a transaction, and a CSR resolving a customer call."
5 Personas, One Product
Before any screen design, five distinct personas were developed and validated. Each drives a different primary workflow, has different data needs, and uses the system at a different level of technical depth.
Per-Persona Workflows
Each persona received an explicit workflow map before screen design began. This prevented the interface from defaulting to the power user's mental model — which would have made it unusable for CSRs who needed simplified, goal-oriented flows.
Head of Fraud - Analytics Dashboard
The analytics dashboard serves the Head of Fraud and Head of Digital Channels personas. A world map shows country-level transaction distribution with drill-down tooltips. Below: sunburst chart of merchant types, device reputation rings, authentication methods Sankey flow, and bubble charts for top merchants and activities. All panels are configurable with date range selectors.
The Digital Relationship Map
CORE DESIGN DECISION — THE DIGITAL RELATIONSHIP MAP
Fraud analysts investigating a customer needed to see all their connected entities at once — devices, bank accounts, merchants, social accounts — and understand how they relate to each other. A traditional tabular view would require navigating between five separate screens and mentally assembling the picture.
Decision: The Digital Relationship Map (DRM) visualises the customer as a node graph — customer at centre, relationships radiating outward by entity type. Two modes: Static (snapshot) and Timeline (shows how relationships evolved over a date range). This allows an analyst to instantly spot unusual device-account associations or merchant patterns without running a single query.
Customer Support Representative - Alerts & Deep Dive
The CSR workflow is optimised for speed — a CSR handles a target number of cases per day and needs to move through each customer quickly. The Alerts tab provides a chronological activity timeline filterable by Banking, Payment, Authentication, and System events. The customer deep-dive combines transaction status, device reputation, authentication summary, DRM map, and triggered rules in a single scrollable view.
Outcome & Learning
The project was shelved when Broadcom acquired CA Technologies. The product was in active design and development at the time — PSD2 and PCI compliance requirements had been fully mapped, personas validated, and high-fidelity designs completed for the CSR and Fraud Analyst workflows.
The key design learning: designing for five distinct personas in a single product requires explicit workflow mapping per persona before any screen design begins. The per-persona workflow diagrams (visible above) were essential in preventing the interface from defaulting to the most powerful user's mental model — which would have made it unusable for CSRs who needed simplified, task-focused flows.
Selected Works
