Context:
A fragmented, outdated registration process was causing drop-offs along the funnel. Lack of transparent, accessible information and key steps of the flow being separate from sign-up left users uncertain as to their progress and next steps required.
My role:
Planning and conducting user research through user testing and interviews, system mapping workshops with product, dev and busines.
Defining interactions, dev handoff and QA testing.
Ideation for new concepts.
Working with design system team to create new components.
Quick wins
Information display
Before
People were entering the link and secure flow and being forced to dropoff halfway, as the disclaimer about mandatory documents needed was placed inside the flow and not given any prominence, wasting users time.
After
Adding a mandatory selection for the ID before letting users proceed with the flow. As link and secure is used by multiple teams and third parties with different staring points, placing the selection in each usecase was important
Speed
Before
Multiple repetitive screens to tell users about a process before they start it lengthened the flow unnecessarily and made users miss out on a lot of important information as they ended up clicking through the screens quickly.
After
Condensing and summarising the information into a single screen with actionable buttons at the end rather than generic CTAs ensures that users don't miss out on any important points and aren't fatigued before starting a process.
ease of access
Before
Directing users away from the flow when they wanted to get queries answered greatly lengthened the process, caused friction and led to dropoffs as peopele couldn't/ didn't want to navigate back to the flow .
After
Directly giving users answers to the most common doubts as well as helpline numbers in case they needed more assistance in app ensured that they did not need to move out of the flow.
After research, we attempted to come up with UX and flow enhancements. These ran into roadblocks because of different stakeholders having different opinions on how the current infrastructure looks.
To bring clarity across the team, we ran alignment workshops to map how the system looks today: with the front stage actions, service calls, players involved, as well as business and user concerns and rules.
Main problem areas and interventions
Concept exploration
Mimic the conversation with a bank teller into the digital world, with minimal elements on each screen, and questions asked in a staggered format. User needing to respond at each step to proceed to the next ensures that nothing is missed and the flow feels as organic as possible.
Reason for rejection
The casual, conversational aspect was received well by customers as it felt more natural than a standard digital experience.
However, this increased length of the process and was not seen as a worthwhile tradeoff. Since account origination is a long process, the number of extra clicks was enough to induce fatigue.
How it works
Here's how the registration flow works for a new to bank customer, followed by the account opening flow for someone that's already registered.
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Reception
User testing using these showed higher levels of engagement and interest
Time taken to complete the flow to the sign-in stage was reduced
What's next?
Most of the designed solutions have been confirmed as technically feasible, using the same blueprint created earlier, so the next steps would be to map out and design for users who have mobile banking enabled, people with older devices, existing customers etc.
