Projects by IF

Just as user experience was identified as key to user adoption 15 years ago, trust is now a critical deciding factor for customers. It’s the missing link that enables growth, customer success, and it makes innovation less risky.

The organisations that are succeeding are demonstrating trust practically as part of their user experience, and building the technical and policy foundations to prove it.

IF is a strategy and design studio. We help unlock the potential of products and services that are enabled by data and the latest technology, for the world’s most important organisations.

Falling behind

When trust breaks

Trust takes years to earn, seconds to break and forever to repair. We help you move faster whilst mitigating risks like these.

Post Office scandal

Misplaced trust in technology led to financial errors, unfair convictions and huge reputational damage

UK Post Office's Horizon IT system was responsible for accounting losses for many years, but post masters were erroneously blamed instead of untested and badly designed technology. 918 prosecutions. Job losses, bankruptcy, divorces, prison sentences, suicide. A statutory inquiry. 80+ convictions overturned so far, 2,500 claims to the compensation scheme, and £100s of millions in compensation to convicted sub postmasters.

23andMe data breach

Inadequate product design, security and policy led to big data breaches and loss of trust

Data breach in 2021 and 2023. Hackers stole ancestry data, enabled by poor data practices that failed to recognise or act on the relationship between individuals and their relatives. 6.9 million accounts breached, 50% of users were impacted and countless relatives of those users were also affected. Equity issues, increased risk of discrimination and harassment, and financial loss. 30 lawsuits, ongoing.

UK A-level controversy

Biased algorithms and decisions led to children becoming victims of discrimination

Ofqual used an algorithm that downgraded exam grades from students in historically deprived areas, and upgraded those in affluent areas. Public outcry. Judicial review. 100,000 students unable to secure their first university choice. Thousands of grades were reissued. Public servants resigned.

Air Canada chatbot fiasco

Reliance on poorly designed AI to handle nuanced situations led to a first of its kind legal battle and bad PR

AI in customer service is not risk free. Air Canada’s chatbot misled a bereaved customer. The airline was defeated in court, accused of “negligent misrepresentation”, liable for damages and court fees. Violation of legal obligations. Erosion of trust. New consumer harm. A cautionary tale to use AI responsibly.