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A fragmented, outdated registration process was causing drop-offs along the funnel.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.
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:
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.
Speed
Ease of access
Starting 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
1/4
Starting the flow
Currently, a static loading state causes dropoffs. The first screen has more than 6 CTAs, overwhelming users and causing misclicks.
Higher load times can be handled with more engaging, informative visuals.
Using email address to determine relationship with the bank and give different users different paths reduces the CTAs here to just 2 clear entrypoints.
2/4
Account selection
Currently, the choice fatigue is high, with users being presented with a long list of accounts. The form filling is fragmented - around 7-8 steps long.
Declarations around intent, income can be asked to preemptively suggest accounts to users.
Clubbing similar information and fetching data when possible can shorten the form to be within 3 steps.
3/4
Informative screens
Minimal, repetitive informative screens cause delays and make users miss out on information. Asking for all permissions at once makes users less likely to grant access, hampering flow completion.
Multiple informative screens are condensed into just 1 richer screen per step, that have actionables to ensure key information is not missed.
Permissions are asked contextually, users know why it's needed and are more likely to grant the same.
4/4
Ending the flow
Currently, the ending of the flow is abrupt and anticlimactic, lacking the warmth needed to mark starting a relationship with the bank.
Engaging messaging and providing users with a virtual debit card adds a sense of excitement and tangible reward.
Physical debit card pickup can be configured within the app, reducing the number of steps needed to open the account.
Adding engagement
Here are some of the animations that make the flow richer.
Hover on them to play!
See it in action
Reception and next steps
Closed group virtual user tests using these prototypes showed higher levels of engagement and interest.
Time taken to complete the flow to the sign-in stage was reduced using these compared to the live implementation.
While implementation would role out for new users first, different journeys like recovery, older users, accounts without mobile linked etc would be mapped out.
