Whack-a-Mole UX: The Truth About Frictionless Design with Eventbrite’s Tutu Adenle
How do you balance fraud protection with customer experience when every security measure potentially adds friction to your users' journey?
Join hosts Chuck Moxley and Nick Paladino as they talk with Tutu Adenle, VP of Global Customer Experience at Eventbrite, and a fraud prevention expert who has navigated complex challenges at companies like Twitter and American Express.
Tutu shares eye-opening insights about the sophisticated ways bad actors exploit marketplaces, from testing stolen credit cards to account takeovers, and explains why customers are now grateful for fraud alerts rather than annoyed by them.
Tutu also reveals how she tackled content moderation on a global scale at Twitter, where moderating human behavior required understanding cultural nuances across different countries and regions.
She discusses the delicate balance of implementing fraud detection tools that protect customers while maintaining a smooth user experience, and explains why building frictionless experiences requires understanding human behavior and constantly monitoring customer service data to know when you've gone too far.
Main Takeaways from this episode:
- Embrace protective friction — Well-placed fraud prevention measures actually build customer loyalty when customers understand they're being protected, as evidenced by positive reactions to banking fraud alerts.
- Map friction strategically — Place fraud detection at critical points in the customer journey rather than throughout the entire experience, understanding where security is essential versus where it impedes legitimate users.
- Monitor customer service data religiously — Contact center volume and categories are your best early warning system for when friction has crossed from protective to frustrating, since customers will always tell you when something isn't working.
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