Return to site

Consumer bank onboarding

Simplicity is the ultimate sophistication. - Leonardo da Vinci

The client, a leading consumer bank, was concerned about a growing drop-off rate during the customer onboarding experience. Further probing revealed pain points, including -

  • Uncertainly around the amount of time or steps involved
  • For high-net worth, lack of perception for exclusivity and high-touch service
  • Outmoded UI controls that created friction when compared with peers
  • Lack of knowledge about options to fund the account
  • Forgetting to fund account

Goal

Creating a design to guide users through the onboarding process by managing expectations, ensuring they complete the process and addressing other pain points.

Team

Partner
Experience design director

Sr. experience designer

> Experience designer (me): scenario analysis, ideation, wirerames/prototypes

Approach

WIth use cases defined, we reviewed the current state, created a scenario for each persona and thought through a journey narrative. We then created a set of Sketch wireframes and an InVision prototype that would address all key pain points.

Result

We delivered narrative and InVision prototype with an interface that addressed the client's business goals.

How it happened

First step, we looked at the "must haves" for any bank account opening from operational and compliance/legal standpoint -

  • Proof if identity and verification on the back end
  • Acknowledgement of terms & conditions
  • Operational capabilities in terms of flow.

We then evaluated the current stateand created an inventory of design opportunities [please note that because of confidentiality I am unable to provide an image from the client's site. For details feel free to connect, beth.olarsch@gmail.com].

  • The page was cluttered with text and images that didn't seem to add value
  • Managing expectations for the experience - the user might feel overwhelmed
  • No indication for the user to know that the application can be complete at a later time
  • Progress bar inconspicuous, so he user would be unaware of the steps involved
  • Outdated UI controls, i.e. no date-picker for calendar.

Personas

Jerry's Journey

We added the gold color scheme to provide a sophisticated look that would be associated with a "gold" level account.

As a high-net-worth customer, Jerry's needs go beyond banking an into wealth management. We added the gold color scheme to provide a sophisticated, upscale look associated with a "gold" account. The photo with the child evokes a human sense of providing security.

The progress steps are outlined at the bottom to guide the user as well as illustrate that the account can be opened in three steps.

Jerry is introduced to his personal advisory team with engaging photos and their bios. He can make an appointment right then and there, either via phone, video chat, or if he happens to be nearby, in person.

Jerry receives text alerts, in this case, reminding him that he hasn't taken full advantage of his account and online features.

Sarah's Journey

Sarah's design employs similar features to that for Jerry - progress bar, making user aware that she wouldn't need to complete the application in one sitting, along with a more contemporary interface.

Sarah is provided with a list of options to fund her account. A help call-to-action is featured on the lower right hand corner throughout the process.

Once she's completed her application, Sarah receives a text alert prompting her to download the Bank's app.

Users are guided to personalize their account features. This would help avoid being overwhelmed while keeping them engaged .

Conclusion

After we delivered the wireframes, we hosted a workshop for the client and its key business heads so they would be aware of how the new process would impact their units on the back end, and to receive feedback from them accordingly.

All Posts
×

Almost done…

We just sent you an email. Please click the link in the email to confirm your subscription!

OKSubscriptions powered by Strikingly