Project Overview

Problem: How can IDCARE change the habits of consumers, so they are not likely to need its service at all?

Our Goal: is to set out to understand both the User needs and the Business needs of IDCARE

Duration: 2 weeks

My role: UX/UI design, user research

Team: Megan Carter, Felipe Sandoval, Simeon Yuen

Tools & Methods: Figma, Figjam, User Interviews, Survey, Research

Who is IDCARE?

IDCARE is Australia and New Zealand’s national identity and cyber support service. They are a not-for-profit Australian charity that was formed to address a critical support gap for individuals confronting identity and cyber security concerns. This gap requires specialist Identity & Cyber Security Case Managers and Analysts that apply a human-centered approach to identity and cyber security.

Who does IDCARE help?

Discover

Our research methods, synthesis and findings

The Problem

IDCARE has corporate plans in place to support organisations, but there is no revenue received to support individuals.

IDCARE is motivated to encourage individuals to take small actions that help them be more proactive with their own identity protection.

How do we motivate and encourage individuals to take action that helps them be more proactive with their own identity protection?

The Landscape

Starting with the study of the landscape we compared IDCARE against multiple organisations both government and commercial. Highlighted here are differentiators and in turn areas of focus.

IDCARE stood out in such areas including, specialised support through consultants and their Education platform on identity theft.

User Survey

Our survey showed that MOST people have never been a victim of identity theft.

For those that had been affected, they would RELY on the service provider that they use in order to resolve their issues. This showed there was more TRUST placed with their service providers.

Another surprising insight was that, whether they were a victim or not there were NO SIGNIFICANT changes in their habits to protect their own personal information.

(26 participants took part in this survey)

Victim of identity theft

Change in behaviour

Findings & Insights

What are their habits?

  1. They’re unconcerned about safety and have minimal protection.

  2. Put their trust in the security of the services they already use.

  3. Even after an incident, they tend to become complacent soon after. They quickly forget. 

What motivates them?

  1. More likely to take action if they’re a victim or hear about a friend.

  2. The confusion of information makes them slack on managing their security. 

  3. They want learning to be as easy as possible. They love simplicity.

Our research allowed us to identify behavior patterns that translated into these main insights which would help drive our proposed direction.

Define

Distilling our information and creating a targeted user.

Our Primary User

The laid-back browser

This led to the Primary User being the Laidback browser.

The laid-back browser has never been a victim and wants easy and fast access to their accounts. Browsing experience is essential.

They also lose interest fairly quickly if not given a hook. Has many social accounts of which they do not keep track of.

Our Secondary Users

The burned and learned who had been a past victim and was mildly cautious on the other end of that spectrum was

In order to Prioritise and validate any design decisions, our group came up with the 3 personas. 

The cyberchondriac who managed their protection well.

So how do we begin to change our user’s habits?

The Fogg Behavior Model shows that three elements must converge simultaneously for a behavior to occur. When a behavior does not happen, at least one of those three elements is missing.

In this case, our research showed:

There simply aren’t enough prompts to keep the laid-back user engaged, motivated, or interested in the issues of personal information safety. 

So how do we get them over the activity line?

How do we reaching our Primary User?

Let’s employ four approaches to make a behavior easy. 

Start with small steps
To make the behavior easy, we start small allowing for less risk, and commitment. 

Increase their skills
We can also work on increasing skills, this could be by educating them and making them more self-aware.

Provide tools and resources
Tools and resources can also be linked to education and affect the ability and therefore in turn make it easier to reach the activity line.

Encourage daily habits
Most behaviors become easier to do when they are repeated.

What are the recurring habits of our users and how can we leverage this?

Exploring &

Opportunities

Learning from the Foggs behavioral model, it is always easier to build on top of existing habits or recurring tasks. This led us to explore a number of options.

  1. With IDCARE’s strong network what platform can we reach the maximum users?

  2. How can we leverage the ID Learning Centre?

  3. How can we use stories to better engage?

Service NSW a perfect choice?

Service NSW really is the ideal platform for IDCARE’s content.

Not only is their app used by over 75% of NSW’s population, has incredible user engagement with 117 million covid safe check-ins since its launch, it is also strongly affiliated with IDCARE.

IDCARE is one of their outsourced services to assist their customers with ID theft and cybercrimes.

Feature Prioritisation 

So after looking at our research, we can be confident that the laid-back browser is looking for some key features to keep them engaged. We will have;

  1. Short-form content.

  2. Prompts in the form of notifications.

  3. Storytelling hook to keep our browser engaged.

Bringing our research and ideas to life.

“Humour can be an effective way of engaging with other people’s pain, the ridiculousness of the body, the ridiculousness of self-importance, timing, economy in presentation.”

— Julian Frost
Art Director animator of Dumb Ways to Die

An overlooked tool in engaging with our audience is Humour.

Julian Frost, the create of Dumb Ways to Die, sums it up by stating that it can be an effective strategy in tackling uncomfortable subjects. 

The Dumb Ways to Die campaign released in 2012, was devised by advertising agency McCann Melbourne.

It appeared in newspapers, local radio, and outdoor advertising throughout the Metro Trains network and on John Mescall, executive creative director of McCann, said "The aim of this campaign is to engage an audience that really doesn't want to hear any kind of safety message, and we think dumb ways to die will."

Introducing the Id.I.O.T.S Academy

Inspired by the success of the Dumb Ways to Die campaign, we are recommending a similar route.

Introducing the Id.I.O.T.S academy! A learning center for the uninformed.

Id.I.O.T.S is an acronym that stands for Identity Information on Threats and Security

The Id.I.O.T.S are simple characters that help you understand the dangers of identity theft and online security. 

They’re a case study, in a nutshell, turning dry content into a fun and engaging experience. 

Our users can follow their stories and learn about how they can take better security measures in their own lives by recognizing threats before they fall victim.

Going back to Foggs behavior model, we learned that our behaviour is determined by our motivation, ability and a prompt. For each of the MAP letters we have solved the attention issue.

They’re motivate to ready a funny comic, the ability is as easy as opening their app, and service NSW will prompt them when there is a new comic to read. 

Design

Sketching, Wireframes & Prototype

Initial sketch ideas for Id.I.O.T.S & Service NSW App integration

Wireframes & Prototype

Integration with the Service NSW App

We didn’t want to make drastic changes to a familiar app - but we did want to make the new stay safe online section stand out.

The stay safe online section is on the Service NSW website already, we wanted to bring this important information in-app

Link to prototype

Check-ins & Check-outs

Due to the COVID pandemic, we identified that a larger number of the population was using the check-in/out function of the Service NSW app.

IDCARE could take advantage of this function and include cyber security messaging and notifications to raise awareness.

ID-I.O.T.S. CENTER

Once you complete the comic, you will be given a quick Did you know fact about cybercrime, and the option to “get ID.IOTS Proofed” adding to your progress shield after every comic is read.

Deliver

Next Steps & Recommendations

Next Steps

3 Phase Rollout

Phase 1

  • The creation of the Id.IOTS & comics

  • Development for the Service NSW app

  • Leading to user testing and a full launch on the app by the end of 2021.

Phase 2

  • Expanding partnership with the remaining states and territories and their services app - as well as the New Zealand equivalent the Covid tracer app.

  • Update to the Learning Center page on the IDCARE website.

  • Expand the Id.IOTS campaign with merchandise

  • Begin development and testing of a rewards program. 

Phase 3

  • The full launch of the Rewards program will be vouchers to get people spending back into the community following the impact of COVID-19.

  • The ongoing Creation of Id I.O.T.S comics based on new scams identified.

Moving Forwards

We believe our goal has been met.

We have motivated and encouraged the lazy browser to be better informed about identity theft and cybercrime. Teaching them to be Prepared and to Prevent attacks by being able to Detect and Respond to threats.