Revolutionizing Fraud Detection with Real-Time Intelligence
Instant fraud alerts and smart prevention to protect your money
Industry
Fintech
Role
Research, Customer Journey,
Service Design and UI Design
Timeframe
3 Weeks
INTRODUCTION
Losing savings overnight? It happens daily in Thailand. What if your bank could warn and protect you from scams in real-time?
Financial fraud is a growing crisis. Every 20 seconds, someone falls victim, causing economic and personal harm. Scammers are outpacing defenses, and without action, the damage will be irreversible.
36M+
Thais Targeted by Online Scams
That’s nearly 20,000 people scammed every day. These scams range from phone scams, phishing attacks, causing severe financial and emotional harm to people all over the country.
Reference: Faculty of economic chulalongkorn university
18M+
Victims of Online Scams in Thailand
Nearly 50K people fall victim to online fraud every day, losing not only money but also their trust in digital platforms.
Reference: Faculty of economic chulalongkorn university
5 Billions THB
Thailand’s economic loss from scammer.
Online fraud has caused major damage, with most losses tied to reduced trust, business disruptions, security costs, and missed investment opportunities
Reference: Faculty of economic chulalongkorn university
UNDERSTAND THE PROBLEMS
Problem
Imagine a 60-year-old retiree in Thailand who just received a call from a scammer pretending to be a government officer. Within minutes, he lost his life savings. This is not just one case—it happens to thousands of people every day. The problem is real, and it’s growing.
Research is needed
While we know scams are increasing, we don’t fully understand why retirees struggle to detect them. Is it a lack of awareness, technology barriers, or trust in authority figures?
Set
Objective
Frame
Hypothesis
Research
Method
Conduct Research
Synthesize
Set Objective
Understand the factors influencing users' s vulnerability to scams and explore how AI-powered scam detection systems can improve user
safety and trust in financial transactions.
Identify the psychological and
emotional factors
Fraudsters exploit fear and trust. Identifying these triggers helps design safer, more aware user experiences.
Examine The barriers to
reporting scams
identifies why people hesitate to report scams fear, lack of trust, or awareness so we can remove these barriers and improve fraud prevention.
Explore the tactics used
by scammers
Uncovers scam tactics like phishing, social engineering, and deepfakes to identify vulnerabilities and strengthen fraud prevention.
Assess the effectiveness of AI-powered scam detection system
Evaluates AI-powered scam detection systems to measure their effectiveness in identifying and preventing fraud. By analyzing real-world data,
Hypothesis
To ensure the effectiveness of our fraud prevention features, we conducted The Global State of Scams 2023 (GASA) study, formulating key hypotheses based on user behavior, psychology, and cybersecurity risks. These hypotheses guided our research approach and helped validate our solutions.
IF
THEN
1
Users hesitate to report fraud because they believe their bank won’t take action.
Fraud cases may go unreported, leading to increased financial losses and decreased trust in banking institutions.
2
Users have stronger real-time fraud alerts before they receive a call
They will feel more trust in identifying
and avoiding potential scams.
3
AI-based scam detection is implemented
User confidence in preventing fraud will increase.
Research Method
To confirm the hypothesis and research, I used 20+ users surveys and interviews, to ensure accuracy.
65%
Users were deeply worried
about receiving phone calls from scammers posing as Official Representatives like bank officers or police
60%
Users hesitate to report
because they believe their bank won’t take action
50%
Users were feel safer
when an AI-powered scam detection system proactively warns them before they complete a money transfer.
How Scammers Operate
Scammers exploit fear, fabricate convincing evidence, and create a sense of urgency to pressure users into making costly mistakes.
How does scammer work?
Phone Scams
“Your account is compromised. Act now!”
Phising Emails
Fake bank alert with urgent links.
Social Engineering
Emotional Manipulation (Fear, Urgency and Trust)
How did user fall for scammer?
Lack of Financial Literacy
Victim misunderstand investment risks.
Urgent & Fear
Scammers use urgency and authority to prompt implusive actions
Fake Identities
Hacker hijack account to impersonate trusted contacts
How did user get tricked?
1
2
3
4
5
Trust is gained
A Scammer pretends to be a bank or
goverment agent
Fear or Urgency
"Your money is risk. Verify your details now!"
Fake proof is shown
Screenshorts, Fake website or official document has shown to victim
User take action
User clicks a link. share OTP or transfer money
Scam complete!
The scammer disappear and money is lost.
Understanding Behavior, Empowering Protection.
Design smarter fraud protection by understanding real users fears, behaviors, and actions so we can deliver timely, user-first solutions when it matters most.
Mr.Somchai, 60 years old
Retired
Mr. Somchai is a 60-year-old retired government officer in Thailand who uses banking apps to manage his pension and savings. After falling victim to a scam, he seeks digital banking experiences that offer security, clarity, and quick fraud support to protect his hard-earned money.
Tech Proficiency
"I use banking apps for savings but don't trust their security. I often can't tell if messages are real or fake, and after being scammed, I feel scared and regret losing money."
Goal
-
He wants banking apps to deliver simple and clear fraud alerts, strong multi-step verification, and an accessible hotline to take action before it's too late.
Frustrations (Pain Points)
-
He struggles with unclear messages, doubts about the authenticity of app notifications, and no immediate way to stop fraud once it begins.
Motivation
-
His main motivation is to protect his pension savings, feel confident while managing finances online, and avoid being tricked again.
Expectation
-
He expects fraud alerts in plain Thai, transaction steps that require clear confirmation, and a fast-response hotline for emergency fraud cases.
!
Painpoint
Confusing Notifications
Messaging lacks clarity, causing user frustration
Lack of Trust
Notifications seem suspicious or untrustworthy.
No Quick Action
No quick action available to block ongoing fraud
Goal
Clear Fraud Alerts
Wants instant, easy-to-understand notifications when suspicious activity is detected
Trustworthy Notifications
Wants alerts that feel credible and reliable, so they can confidently take action when needed.
Fast-Response Support
No quick action available to block ongoing fraud
PROBLEM STATEMENT
Vision
To design trust and a user-centered fraud prevention system that enhances security without adding friction, making fraud detection faster, safer, and more intuitive for users.
Problem Statement
Scammers exploit fear and trust, tricking users into financial loss. Many hesitate to report fraud, believing banks won’t act, while weak detection systems leave them vulnerable. Without proactive solutions, scams will keep growing, eroding trust in digital banking.
Vision
To design trust and a user-centered fraud prevention system that enhances security without adding friction, making fraud detection faster, safer, and more intuitive for users.
Vision
To design trust and a user-centered fraud prevention system that enhances security without adding friction, making fraud detection faster, safer, and more intuitive for users.
EXPLORING SOLUTION
Competitor Analysis: The State of Fraud Prevention in Banking
To build a reliable fraud prevention system, it’s crucial to learn from industry leaders and avoid common pitfalls. This analysis draws insights from user reviews on the Google Play Store and App Store, highlighting real feedback on what works—and what doesn't—in banking fraud protection.
Define the Goal
Define Key Criteria
for Comparison
Select Competitors
to Analyze
Collect Data
Analyze, Identify
and Apply insight
Key Insight
Strength
Alert Speed in AI-Driven Fraud Detection Systems
While AI-driven fraud detection is standard, delays in user-facing
alerts hinder real-time prevention efforts.
MFA and security layers are strong across the board
Thai banks like KBank and SCB, which combine OTP, biometrics, and behavior-based AI. But a few, like Revolut, rely more on OTP
and user-initiated actions.
Weakness
Fraud alert speed is the weakest area overall.
All competitors have delayed or manual alert systems that notify users
after suspicious transactions occur.
False positives remain a common issue.
Only Wise and Krungthai achieved low false favorable rates, while
Revolut flagged too many legitimate actions, leading to user frustration.
Oppotunity
Enhance verification process
when an AI-powered scam detection system proactively warns them before they complete a money transfer.
6 Opportunities Discovered – But What's the Real Solution
After thorough research, I identified potential opportunities to solve the issue. Now, the challenge is focusing on the one solution that will truly benefit the users and create a meaningful impact.
1
AI-Powered Call Screening & Alerts
Develop a system that identifies and flags potential scam calls in real-time, warning users when a call might be fraudulent.
4
Delayed Transfer
Implement a delayed transfer feature that temporarily holds suspicious transactions, giving users time to review and cancel them if needed, reinforcing trust in digital banking safety.
2
Real-Time scam prevention warning
Implement AI-driven alerts that notify users before they complete a suspicious transaction, helping them make safer financial decisions.
5
Trust-Building with Banks
Develop a feedback system where users receive updates on the actions banks take after they report a scam, increasing confidence in their financial institutions.
3
Simplified Scam Reporting System
Create an easy-to-use reporting feature within banking apps that encourages users to report scam attempts, ensuring they feel heard and supported.
6
Education & Awareness Campaigns
Launch interactive educational programs within banking apps to teach users how to recognize and handle scam attempts.
Opportunities to Protect Users from Scams
By understanding how scams manipulate fear and trust, we uncover key opportunities to empower users, enhance fraud detection, and rebuild confidence in financial security.
Selected
AI-Powered Call Screening & Alerts
Why?
This directly addresses the 65% of users who are deeply worried about scam calls, reducing their anxiety and preventing scams before they happen.
How does it work?
-
AI analyzes call metadata and voice patterns to identify high-risk scam calls.
-
Users receive an alert before answering, helping them decide whether to pick up.
Selected
Real-Time Scam Prevention Warnings
Why?
​Since 50% of users feel safer when AI proactively warns them, enhancing this feature can significantly boost user trust and reduce fraud cases.​
How does it work?​
-
Context-aware notifications warn users if they are interacting with a potential scam.
-
Provides step-by-step guidance to verify legitimacy before taking action.
Selected
Simplified Scam Reporting System
Why?
With 60% of users hesitant to report scams, making it easier and more reassuring to report fraud can help banks take action and improve overall security.
How does it work?
-
The one-tap fraud report feature lets users quickly report scams with a single tap, simplifying the process and boosting confidence to take action. This encourages more reports and helps banks respond faster.
Selected
Delayed Transfer
Why?
Since 48% of users hesitate when unsure about a transaction, a short delay gives them time to rethink. With AI flagging risky transfers, this feature builds trust and stops fraud before it happens.
How does it work?
-
Every transfer includes a brief delay, allowing users a moment to pause and rethink. If they feel unsure
-
They can easily cancel before the money is sent adding an extra layer of control and peace of mind.
Selected
Trust-Building with Banks
Why?
This solution addresses that concern by providing transparency and updates, which can help regain trust in the process and empower users during a frustrating experience.
How does it work?
-
The tracker includes a progress bar, visually indicating the status of the report, making it easy for users to follow the progress until resolution.
Unselected
Education & Awareness Campaigns
Why?
Education takes time to change behavior, while AI-powered alerts provide immediate, real-time protection against evolving scams.
How does it not work?
-
While education is essential, behavior change takes time.
-
Users prefer immediate, real-time protection rather than learning how to detect scams themselves.
Solutions Based on User Experience
To tackle problems as research and want to improve customer journey we need to blend user experience (UX), service design, and behavioral psychology focus in 3 strategies to build trust, reduce fear, and empower users to take action.
1
Effortless Security
No complex steps—security should feel effortless.
UX
Strategy
3
Proactive, Not Reactive
Detects scams before money is gone
2
Seamless Experience
Users can instantly report fraud & Call admin
REFINING THE EXPERIENCE
Customer Journey: From Fear to Confidence
Effective fraud prevention requires seamless service design, integrating user needs, AI detection, and real-time security. By mapping the fraud journey, we ensure every touchpoint minimizes friction while maximizing protection, building trust through proactive prevention
BEFORE
AFTER
Empowering Seamless Experiences with Service Design
Combine empathy, creativity, and technology to craft user-centered services that deliver value and satisfaction at every touchpoint.
A bank customer, Mr. Somchai, age 60, receives a scam call impersonating his bank.
The scammer tells him his account is compromised and asks him to transfer 50,000 THB to a "secure" account.
Service Design Process
1
2
3
4
5
Define the Scenario and User
List customer steps and what they interact with (app screens, alerts).
Map Customer Actions and Evidence
List customer steps and what they interact with (app screens, alerts).
Outline Frontstage and Backstage Actions
-
Frontstage: what the user sees (messages, buttons).
-
Backstage: hidden system actions (AI detection, fraud checks).
Design Support Processes
Add company support actions (call centers, reporting to authorities).
Visualize with Clear Swimlanes
Organize into layers and use simple visuals/icons.
Intuitive Design, Powerful Protection.
Our wireframes and UI focus on seamless, user-friendly navigation, ensuring that even first-time users can easily detect and prevent fraud. Every element is crafted to empower users with instant alerts, clear instructions, and peace of mind at their fingertips.
Core Feature
Features
Caller Identity Verification
Verifies incoming calls to ensure they are from legitimate sources, reducing user fear and uncertainty about fraud.
Problem
Scammers impersonate bank officers, causing fear and confusion.
Solution
Caller Identity Verification shows a ‘Verified’ badge for trusted calls and alerts users of fraud, ensuring security.
User Flow when use this feature
5
Features
AI Scam Detection Alert
Scans recipient information in real-time to detect potential fraud, providing an immediate warning to users.
Problem
Users unknowingly transfer money to scammers due to a lack of real-time fraud detection.
Solution
AI scans recipient details instantly, warning users of risks before they complete a transaction.
User Flow when use this feature
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Features
Delayed Transfer
Introduces a safety buffer to allow users to cancel suspicious transfers, reinforcing their confidence in the bank's security.
Problem
Users make impulsive transfers under scam pressure,
often too late to stop fraud.
Solution
5-second cancel window lets users stop suspicious transfers,
preventing fraud and restoring trust.
User Flow when use this feature
User decides to answer,
decline, or report the call.
Features
One Tap Fraud Reporting
Empowers users with a simple, one-tap solution to report potential fraud directly from the app.
Problem
Users hesitate to report fraud due to a complicated process and uncertainty about the outcome.
Solution
One-tap fraud reporting feature simplifies the process, empowering users to take action instantly and enhancing trust in the bank’s security system.
User Flow when use this feature
.png)
.png)
Features
Instant Fraud Report Tracker
Easily report fraud in one tap and track your case in real time. Stay informed, feel secure, and trust your bank’s protection.
Problem
Users feel anxious and uncertain after reporting fraud because they don’t know the status of their case or if any action is being taken.
Solution
A real-time fraud report tracker provides instant updates on case progress, giving users transparency, reassurance, and confidence in their bank’s security response.
User Flow when use this feature
WHERE
​Primarily through phone calls, digital banking apps, and financial transactions.
WHEN
​During financial transactions, unexpected phone calls, and moments of urgency or distraction.
WHY
​Users are exploited due to lack of awareness and trust, and there is a need for AI-driven solutions to address this growing issue and protect users.
TESTING FOR BEST EXPERIENCE
Testing and Refining the User Experience
The prototype evolves from wireframes to A/B testing, refining UI features based on user feedback for an optimized experience.
A
B
A/B Testing: Designing an Effective AI Scam Alert
We tested two alert designs to balance fraud prevention and user trust, aiming to protect users without causing frustration or blocking legitimate transactions.
Problem
Should we block the transaction completely or allow users to proceed
at their own risk?
Solution
✅Option A: Only a “Report Scam” button. (Full prevention)
✅Option B: “Report Scam” + “Continue Transfer” buttons. (User control)​
60%
Users were concerned about being blocked from money
Especially when confident the account was safe. Adding a "Continue Transfer" option gave them more control and reduced frustration, leading to a better user experience.​
Option B: 60%
Option A: 40%
FINAL OUTCOME & IMPACT
Metric impact
Our solution enhances fraud prevention by improving scam detection, streamlining reporting, and empowering users to take action. With real-time alerts and proactive security measures, users feel safer and more in control, leading to a more secure digital experience
10+
User Fraud Case Dropped
Fraud prevention platforms typically intercept 70–80% of suspicious activity in real-time. With AI-driven detection and user-friendly alerts.
Why it matter
Dropping the case shows AI can prevent fraud early, saving costs and protecting trust.
25%
Users Felt Safer Using the System
Financial security platforms often enhance user trust. With proactive scam detection and real-time alerts, this system aims to transform financial anxiety into confidence
Why it matter
Reflects trust and emotional security key to long-term retention in finance apps.
60%
Users Canceled or Delayed Transfers After an Alert
Up to 60% of suspicious activity can be intercepted in real time. Timely alerts empowered users to recognize scams and prevent losses before they occurred.
Why it matter
Highlights real-time impact and behavioral change proof that users rely on the system when it counts.
Mr.Somchai, 60 years old
Retired
I used to doubt my security and could never tell if messages were real or fake. After being scammed, I felt scared and regretful. Now, with this app, I feel much safer and more confident in spotting scams before they happen.
Mrs.Lamduan, 62 years old
Merchant
I didn’t grow up with this kind of technology, but this app is easy to use and it already stopped a fake call pretending to be my bank.
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