Improving the Experience of Handling Fraud Claims
Service
UX Consultancy
Client
Bancolombia
Agency
Usaria, 2022
Agency
Usaria, 2022
Client
Bancolombia
Service
UX Consultancy
Handling fraud claims related to credit and debit card transactions is a complex and time-consuming process. When a customer identifies an issue—such as duplicate charges or unauthorized transactions—a dispute is filed with the merchant, which then notifies the bank to initiate a reversal.
This process is costly and labor-intensive, averaging $35 USD per claim, and typically involves multiple disconnected systems and heavy manual data entry, resulting in errors and operational inefficiencies.
The Challenge
To streamline and unify the fraud claim reversal process within a single application, improving efficiency, reducing human error, and lowering operational costs.
I led the qualitative research strategy and execution to understand how fraud claims were currently processed. This included contextual observation of operational workflows, analysis of tools and systems, and identification of automation and integration opportunities.
In addition, I led the information architecture for the unified system and designed and facilitated a co-creation workshop with stakeholders to refine the proposed solution collaboratively.
Timeline
4 weeks – research, process mapping, ideation, and validation.
Research statement and goals
Understand the operational bottlenecks in fraud reversals to design a digital solution that:
→ Reduces the number of platforms used.
→ Automates repetitive tasks.
→ Increases processing speed and consistency.
Success criteria
Consolidation of fragmented tools into a unified platform.
Reduction in manual input and duplication.
Improved processing time per claim.
Research methodology
Contextual shadowing of reversal agents.
Interviews with operational team members.
System analysis of macros and data transfer workflows.
Process mapping and feature co-creation.
Recruitment criteria and process
The study focused on the three fraud claim specialists managing day-to-day operations. We prioritized observing real-time tasks, bottlenecks, and system behavior.
Sharing and activation
Findings were shared with the product and engineering teams through visual journey maps and opportunity briefs. We co-designed a system architecture proposal to automate 70% of repetitive actions
Approach
Outputs & deliverables
Full process map of the fraud reversal flow.
Blueprint for a unified software platform, including:
Real-time receipt of case documentation
Case history retrieval
Decision logic for reversals
Deadline and expiration management
Matrix of manual vs. automated steps
Value proposal to align stakeholders and drive product implementation
O3
Disproportionate operational workload
Just three team members processed nearly 100 cases per day, facing frequent system crashes and inefficient flows. Most tasks were highly mechanical, leaving little space for strategic oversight and increasing burnout risk.
O2
Operational fragmentation and error risk
Reversal cases were handled manually across six different platforms, involving repetitive tasks, local macros, and manual data exports. This fragmentation led to frequent errors, processing delays, and over-reliance on fragile tools.
O1
High automation potential
Approximately 70% of the workflow could be automated through rule-based logic and system integration—an immediate opportunity to redesign the operation with measurable gains in efficiency, scalability, and cost reduction.
Key findings
Business Value
Impact
The proposal enabled Bancolombia to visualize a new operational model that is more efficient, scalable, and resilient. It reduces dependency on fragile macros, accelerates decision-making, and improves operational performance.
Estimated benefits include:
→ Up to 70% reduction in manual workload
→ Fewer errors due to tool fragmentation
→ Greater capacity to handle volume without increasing headcount
→ Foundation for future integration with AI‑based fraud detection
Reflections
This project highlighted the importance of designing internal experiences—not just those visible to customers. By addressing operational pain points, we unlocked value for both the business and the teams behind the scenes. Empowering staff through better tools not only reduces costs—it also builds resilience into critical systems where trust and timing are everything.