Reimagining Action Fraud

Challenge:

Action Fraud, the UK's national fraud and cybercrime reporting centre, faced challenges in effectively communicating its new position within the City of London Police, following a transfer from the Home Office. The existing website lacked clarity, user-friendliness, and the ability to effectively support victims of fraud.

Sitemap for the planned redesign of Actionfraud website

Role:

As Senior UX Designer, I led the user-centred design process for the complete website re-architecture. My responsibilities encompassed:

• Scoping & Stakeholder Interviews: Defining project scope, collaborating with key stakeholders (City of London Police, Home Office, victim support organisations) to understand their objectives and requirements.

• User Research: Conducting in-depth interviews with genuine victims of fraud to empathise with their experiences, understand their pain points, and identify their critical needs from the service.

• Information Architecture & Wireframing: Defining the website's information architecture, creating user flows, and developing wireframes to guide the user experience.

• Functional Specifications: Documenting detailed functional specifications, outlining the website's features, functionalities, and user interactions.

• Prototyping & Usability Testing: Creating interactive prototypes for stakeholder and user feedback, conducting usability testing to identify and address any usability issues.

• UI Design Collaboration: Collaborating with our agency visual-design and front-end team to translate the UX designs into the final user interface.

• CMS Integration & Launch: Ensuring successful integration of the website with the Drupal CMS and overseeing the launch of the live site.

• Internationalisation: Leading the development of a multi-lingual website to cater to diverse user needs.

Wireframe for the website homepage from the original functional specification

Solution:

The redesigned Action Fraud website prioritised user empathy and accessibility. Key features included:

• Clear and concise information: Easy-to-understand guidance on reporting fraud, accessing support services, and staying safe online.

• Simplified reporting process: A streamlined online reporting form, minimising user friction and maximising data accuracy.

• Personalised support: Tailored information and support resources based on individual user needs and circumstances.

• Accessible design: Adherence to accessibility standards (WCAG) to ensure the website is usable by people with disabilities.

• Multi-lingual support: Internationalisation of the website to cater to users with diverse language needs.

Homepage at launch of the site

Results:

The redesigned Action Fraud website successfully achieved its objectives:

• Enhanced user experience: Improved user satisfaction and ease of use, making it easier for victims to report fraud and access support.

• Increased reporting rates: Facilitated a more efficient and effective reporting process, leading to an increase in reported fraud incidents.

• Improved brand perception: Effectively communicated the new organisational structure and strengthened the brand identity of Action Fraud.

• Enhanced public trust: Built trust and confidence among the public by providing a user-friendly and supportive service.

While the site has undergone several updates and enhancements since its initial launch in 2012, the core framework, information architecture, and key user-centred design principles established during the initial redesign continue to underpin the website. Today, the Action Fraud website receives an estimated 30,000 to 40,000 monthly visits and remains a vital resource for individuals and organisations across the UK in combating fraud and cybercrime.