CASE STUDYFraudFix
Role: Branding + UX/UI Designer and Director
Date: Fall 2019
Tools: Figma, Photoshop, Illustrator, Wordpress
Team: Junior Designers, Developers & Copywriters
Project Overview
FraudFix came to me with a strong reputation but an outdated brand identity that didn’t reflect the innovation or security they delivered daily. The challenge? Refresh their look and feel without losing the core trust they'd built with customers.
Through strategic design updates, we positioned FraudFix as a leader ready for the next generation of fraud prevention. We incorporated a more modern color palette and a completely reimagined user interface.
“Hollie completely transformed our brand without losing who we are. The new look feels modern, professional, and trustworthy — exactly what we needed to grow.”
12%
Increase in customer retention
22%
Increase in conversion rates
+112
New conversions each month
Research
Before diving into the redesign, I conducted a deep audit of FraudFix’s existing brand presence, user experience, and competitive landscape. Originally known as eFraud Security, the company had built a strong foundation as an early innovator in credit card verification services. However, their brand and platform hadn’t evolved at the same pace as their industry leadership.
Key research activities included:
Brand Audit: Evaluated the original eFraud Security identity and its transition to FraudFix, identifying gaps between the company's innovative services and how they were perceived by new customers.
Competitive Analysis: Benchmarked against both legacy fraud prevention companies and newer fintech entrants, noting trends around modern design systems, tone of voice, and customer trust signals.
User Behavior Insights: Analyzed client onboarding flows and customer feedback to uncover points of friction, confusion, and drop-off — particularly around pricing clarity, service guarantees, and first impressions.
Market Positioning Study: Investigated industry standards for transaction fees, guarantees, and service models to ensure FraudFix’s unique "no setup fees, no monthly fees, no contracts" advantage was front and center.
Through this research, it became clear that FraudFix wasn’t just another fraud solution — they were pioneers who simply needed a brand and UX that matched the cutting-edge service they had been delivering for over a decade.
Defining the Brand
With a decade-long legacy, it was critical to build a brand that honored their pioneering roots while signaling innovation, security, and trust.
Key brand pillars were established to guide every design and messaging decision:
Trust First: Every color, font, and design element needed to immediately signal safety, professionalism, and reliability. In a world where a first impression can make or break a sale, FraudFix had to feel instantly credible.
Modern and Approachable: While fraud prevention is serious business, the brand needed to avoid feeling cold or intimidating. Clean layouts, friendly iconography, and straightforward language helped strike the right balance.
Proven Innovation: FraudFix isn’t new to the scene and this refreshed brand needed to position them as both industry veterans and forward-thinkers, ready to support businesses of all sizes.
Value-Driven Simplicity: FraudFix’s pricing model is refreshingly simple (no setup fees, no monthly fees, no long-term contracts). The brand identity had to reflect that same ease and transparency at every touchpoint.
By anchoring the brand in these pillars, we created a visual identity and messaging framework that not only felt true to who FraudFix is, but also gave them the flexibility to grow and evolve in an increasingly competitive market.
The Website Refresh
As part of the brand evolution, the FraudFix website needed a full visual and structural refresh to better represent the company’s industry leadership — and to turn more visitors into customers.
The updated website focused on three key goals:
Building Trust at First Click: From the hero section to the smallest detail, the design immediately communicates security, transparency, and reliability — critical for a company in the fraud prevention space.
Simplifying the User Journey: We reorganized the site’s information architecture to make it effortless for users to understand FraudFix’s services, pricing, and benefits — without digging or second-guessing.
Showcasing Value Clearly: Bold messaging and strategic calls-to-action now highlight FraudFix’s industry-first innovations, including their ultra-low transaction fees, optional guarantee, and flexible service model.
Visually, the site leaned into the new bold color palette, clean typography, and a mix of sharp and rounded graphic elements — reinforcing a balance of strength and approachability.
The Results
The refreshed brand and streamlined UX elevated FraudFix’s market presence and highlighted their unbeatable value proposition. After launch, the platform experienced measurable growth in multiple areas:
Increased Conversion Rates: Clearer messaging and a polished visual identity helped boost platform sign-ups by 22% within the first six months.
Stronger Competitive Positioning: By showcasing their 30–40% lower cost advantage compared to in-house solutions, FraudFix saw a 15% increase in client acquisition from key verticals like e-commerce and fintech.
Industry Leadership Reinforced: As pioneers of credit card verification, FraudFix’s updated brand voice emphasized their ongoing leadership, offering rates as low as 5¢ per transaction and a guarantee option at just 0.25% , making their "no-brainer" positioning even more undeniable.
Improved Client Retention: The platform’s refresh (and the no setup fees, no monthly fees, no long-term contract model) contributed to a 12% increase in customer retention compared to the previous year.
Positive Brand Perception: User feedback highlighted a notable shift in perceived professionalism and trustworthiness, supporting FraudFix’s expansion into new markets.