TotallyMoney

Scope & Constraints

- We needed a design in 2 weeks time.
- We ought to explain succinctly what communications the customer would receive from us and why. Our hypothesis was that a clearer explanation would lead to a better understanding of benefits, so that the majority of customers will be happy if we contacted them.
- We were required to offer those customers who were unconvinced of the benefits a way to opt-out.
- The permissions was to live on, or in between the registration step including right before the Dashboard loading.
- The web-app version was prioritised to launch first before the mobile app.
- The Preference Center needed to be modified based on any changes made on the marketing permissions.

Process

To clarify constrains and scope, we had a kickoff meeting to further understand unknowns. As a result we identified what things to measure and where the permissions could live.

To gain clarity of the registration process, I mapped and screenshotted the pages on the registration. As a result I knew what components were used and what content was displayed.

To understand what happened to people that selected to opt out through the preferences I created flow variations to be validated with the stakeholders. We landed on the option that brought back users to the validation right before the dashboard.

To assess the best format for the marketing permission I sketched them inside various UI elements such as accordions, modals, etc. As a result I gained understanding on what components were already available and which needed to be designed from scratch.

To be able to remind myself and others of the decisions taken I kept a log document with all the decisions made. As a result reviewing the projects is easier.

To find solutions that worked I looked for best practices in capturing permissions. As a result we discovered that displaying what and how you will get your marketing emails increased the number of opt in users.

Outcomes

We implemented the permissions after the KBAs (Knowledge Based Answers).

The result was an astounding 80% opt in.

As a consequence we gained profitability that allowed us to carry business activities that could have been negatively impacted.

Process

- I created various questions to clarify the purpose of the Feedback wizard. As a result I realised the wizard would be more of a confirmation that we are in the right direction rather than an insight on why the increase on the number of users exploring the Credit Report Analysis and the value.

- I changed the look and feel of the feedback wizard, so it would match the current style and be more usable.

- I wrote different questions with follow-ups to display to the stakeholders and make sure we had the right question to ask.

- I created a prototype to see how it would interact on different screens.

Otucomes

We found out that the Credit Report Analysis could be valuable.
To the question “Do you think that this Analysis can help you improve your credit score? the yeses were greater than the noes. Few people gave any reason for their answer.

Running the feedback wizard was useful to re-validate the value it brought. However, we didn't find the answer to why users found the Credit Report Analysis valuable.

Scope & Constraints

The tests needed to be done on User Testing because we had a subscription.
We decided to perform remote unmoderated user tests.
The testing involved the card offers page, the abandoned cart email, the second abandoned cart email, and the customised card offers page.

Process

- I identified the users who should participate in the test. As a result I wrote a description of the ideal test users that contained demographics and psychographic details.

- I designed a screener to recruit the ideal users for the test. That allowed me to recruit 10 users.

- I created a click through prototype and a script to allow the test users to have a reference for the tasks and questions and to understand the sequence of events. As a result we got several transcriptions of all the tests answers and tasks to perform.

- I analysed each of the videos and transcriptions. As a result I identified key patterns that lead to the main insights.

- I created 2 presentations, exposing the insights. The first presentation was more information rich. The second presentation was a summarised version that only contained key insights. As a result the insights could be share with stakeholders that that needed to be engaged in the projects vs the ones who only needed to be informed.

Outcomes

We found out the following:

- Most people expected to see cards on the email.
- The message in subject line influenced people's expectations about the email
- Most people took for granted that the button on the email would link to their previous card results.
- People were in general very positive about the email tone of voice
- Most people mentioned that the email is seems automated and generic
- Most people liked the convenience of not having to start a card search all over again.
- Most people expected to see tailored information that could help them take a better decision if they clicked on the link "tell me more".
- When asked to pick a Balance Transfer card, people's reasoning was based on the factors listed below. They are ordered by number of mentions.
1. Chance of Acceptance
2. Balance transfer period
3. APR
4. Transfer fee
5. Savings

The test jumpstarted discussions on how we were to implement what we learned from the test.

Based on the discussions I wrote a strategic document laying out the plan on how to improve and implement the abandon cart emails.