top of page


2022, UX and Business Strategy

Cover page.png

Client: DCARE (concept project)

User Interviews
Research Analysis
Mid-fidelity Wireframe







2 weeks, team of 2


  • IDCARE is Australia and New Zealand’s national identity & cyber support service.

  • It responds to many types of identity and cyber security concerns, including identity theft, phishing, telephone scams and lost or stolen credentials.

  • IDCARE is independent and funded by organisation services and provide free support to individuals.



Our research shows that Australians count themselves amongst the most targeted populations worldwide when it comes to scam attacks and identity fraud, so


How can we motivate people towards becoming more interested in protecting their own identity security?



Our Approach

In the first week of the 2-week Discovery, we conducted a survey to see the personal impact felt from identity theft scam attacks and then organised user interviews to scale down and focused on user understanding and thoughts of identity security. To ensure our solution is effective, we prioritised MVP

and developed a content strategy that would have a bigger impact and better value.




We believe that the design solution may be effective as the feedback turned positive while doing user testing. However, it`s difficult to see the full perspective as the project is for education purposes only.


The Process

Process Map.PNG

Why We Did This




I couldn`t believe it's true that Australians have been experienced so many scam attacks each year. At the same time, it was difficult to find someone who knows that IDCARE provides free identity support to individuals.  We would like to promote IDCARE services and also encourage people to learn more about identity security.

  • To find out the general level of education around scams & identity theft.

  • To find out the level of personal responsibility people have over their own identity security.

  • To find out what would motivate people towards becoming more interested in their own identity security.

We organised a survey and received 25 survey responses with some great user thoughts. The research objective is to:​

Key Analysis

Survey Results.JPG

Q: What are you currently doing to keep informed about new scams or identity theft methods? 

Social media is by far the most popular way people are engaged when learning about new and emerging scam methods.

Q: Do you feel like you are doing enough to secure your identity online? 

Most people feel like they’re not doing enough to protect their identity online

Q: How likely are you to use a third party service to manage your identity security? 

Most people are very likely to delegate their responsibility around identity security to a third party provider and would use a scam alert service.

2 survey .png

The Journey



Profile Meeting.jpg
  • 6 Participants from diverse cultural backgrounds. 

  • 40-50 minute interviews were conducted to better understand these sentiments.

"I’m pretty internet savvy, so I don’t think this could happen to me!"

  • Most users doubt themselves when getting scam messages from official institutions.

  • Most respondents have felt the impact of either a scam or identity theft attack.

"I’ll do something when I’m told to, but I won’t go out of my way to check up on things."

  • Almost all users would be more likely to change personal behaviour by listening to advice.

  • Some users may avoid posting personal life photos on social media.

What We Know

  • We know that ID Care struggles to connect with the community/individuals and motivate them to make changes to protect their identity/prevent being defrauded.

  • We know that they have a long self-paced quiz to draw attention to potential behavioural aspects which may increase the likelihood of being scammed.

  • We also know that most people don’t know about the service.

Prioritising Features


A Subset of User

Casually Confident

With the research outcome in mind, we condensed some to represent the majority and came up with 2 archetypes. 'Casually confident' user is the first one.

  • Takes care of everything themselves

  • Seeks an easy way to validate their thinking

  • Needs self-education material

  • Fears becoming another statistic

Information Architecture

The Solution for Casually Confident

Don`t Make Me Think



Website Wireframe

The casually confident user is likely to get frustrated if they have to work too hard to find information.

ID Care already has ample knowledge for this user on what they can do to keep themselves safe from identity theft. It is important to make that information easy to find and easy to read.

Test Scame IQ.JPG
  • Website Consolidate what you know about scams and how to protect your identity into discoverable fact sheets

  • Make those easy to find and consistent in presentation.

  • Appeal to the social thinker by including stories from those who have fallen victim. 

We also revisited the Scambulance because it really stood out during our expert review. We worked on the naming conventions of a few areas of the website to ensure all terms are easy to understand.


Another Subset
of User

From the research survey and interviews, we discovered that 2/3rds of people rely on social media to learn about scams and identity security.

We also found that there was a strong sense of responsibility around caring and protecting for the communities of interview participants. They tend to share knowledge and skills they learned and share with families and friends.


With that in mind, we put ourselves in the shoes of another archetypical ‘social thinker’.

Social Thinker

  • Values sense of community

  • Seeks social proof

  • Needs easily digestible information

  • Is protective and nurturing

Knowledge is Power

The Solution for Social Thinker



App Wireframe

  • The social thinker user is open-minded and wants to protect the people they know.

  • They believe that knowledge is power! The more scams we learn, the less likely we become a victim.

We introduced an app design focusing on password reminder services. Initially, the product required login and confidential details such as bank names. After a few rounds of user testings, we simplified all necessary processes and made this reminder app easy to use.​



1 survey .png

Next Step

Make it Easy to Find

Next step we will refine and make all information easy to find and create fact sheets for each type of scam.

And then we will organise the information and ensure consistency between website and app.

Ensure its the Right direction

We’ll need to continue to test the ideas we’ve presented to make sure they’re hitting the mark. Testing is important because we need to make sure the solutions actually solve real problems.


We recommend that you work on some marketing and self-promotion.

We suggest you leverage your relationships with the major banks because our research suggests that people trust these big organisations.

Finally, IDCARE can promote to people who don`t use the internet to improve the accessibility and design for everyone!


This is a concept image I made for the client.

IDCARE meeting.png

Back To Top

bottom of page