Online Account Opening
WHEN: 2017 - 2019
ROLE: Design Manager/Lead Designer
​TEAM: Design Manager and 2 Designers
PLATFORM: Responsive Web App
Challenge:
We had an exciting sales platform where users can apply online to open an account or apply for loan or insurance. Users were struggling to complete the applications, which caused high abandonment.
Solution:
Developing a consumer-facing web application, our goal was to create an online account opening solution within a digital sales platform that enables users to apply for all bank products seamlessly across multiple channels.
My Role & Contribution:
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Heuristic evaluation
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User interviews
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Competitive analysis
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User flow
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Wireframes
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Parts of visual design
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Usability testing
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Journey map
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UX management
Research
Competitive Analysis
Before embarking on the application design process, conducting a thorough competitive analysis is crucial. This involves identifying competitors and assessing their features and strategies to determine their strengths and weaknesses in comparison to our own product and services. In this particular case, I examined four banks, three credit unions, and two prominent tech giants, all of whom either serve as direct competitors or are recognized for their exceptional application systems within the industry.
Ideate And Define
Story boarding
To gain a comprehensive understanding of the user journey when applying for a product through the website, I developed several storyboards based on different scenarios. These storyboards helped me visualize and analyze the step-by-step process that a user undergoes during the application process.
User Flow
I sat down with the product owner and created the user flow. User flow was built to better understand the functionalities and features.
Prototype & Design
Low-Fidelity Wireframes
I initiated the process by conducting interviews with stakeholders, business owners, and product owners. After gathering a significant portion of the requirements, the subsequent step involved developing a paper and pen prototype, followed by low-fidelity black and white wireframes. To accomplish this, I utilized tools such as Sketch, InVision, and Axure to create interactive prototypes.
User Scenario With Wireframes
We created the user scenario with wireframes to show the entire user flow.
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Visual Design
The high-fidelity wireframes were crafted using Sketch. To structure the task flow for testing purposes, I imported these wireframes into the InVision app.
Test & Validate
Remote Testing On The Prototype
I conducted prototype testing with a diverse group of participants, including both credit union members and customers from other financial institutions. For remote testing, I utilized Userzoom as a platform. To gather insights, I employed various techniques such as heat maps, questionnaires, surveys, and A/B testing. The quantitative data collected during the testing phase was used to generate comprehensive reports, which were then shared with the stakeholders.
Unmoderated Testing At Userzoom
I created an A/B testing to choose the login page. As part of the usability study, I also generated a heat map to visualize the user interaction and engagement on the login page.
Moderated Testing At Branches
I went to several branches to meet the members. I tested different designs with them and interviewed them. The sessions were recorded. After analyzing the results, I created a detailed report with explanations and analysis. I also created an infographic for a presentation to the executives.
Final Template
Following numerous iterations and thorough testing, we arrived at the final responsive template. Throughout the process, we had to make certain compromises based on technical feasibility. However, based on feedback from our members, this template was found to be easy to comprehend and navigate.
Journey Map
POST LAUNCH RESEARCH AND DISCOVERY
STEP 1: I met with customers, engineers, and branch customer service.
STEP 2: I identified 2 personas, members, and prospects. I created User Journey Mapping - With all this data from the meetings.
STEP 3: Product owner will create stories for MVP 2 based on opportunities found in Journey mapping
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