Solo Designer
Responsive Web
Fintech SaaS
Project Brief
The redesign of the online account opening product was needed as it did not match the look and feel of the other Bankjoy products. This is a web based product that needs to have a great experience on both Desktop and Mobile devices.
Current Design
The current design used many color icons that are not present in the other Bankjoy products. The other issue was that the experience felt like it took a very long time because there was only one question per page. Another issue was that the progress stepper jumped back and forth from Step 1 and Step 2 creating a confusing experience for the user.
User Flows and Research
The first step I took was laying out how our current user flow looked and seeing how it could be streamlined for a better experience. The goal was to have the same Account Opening used for new and existing users.
The next part of the design I researched was the progress stepper. I wanted to design a more useful stepper that provided information to user about where they were in the process and what to expect going forward. I thought this user test I found was a great starting point for the redesign https://www.hugo.limited/reports/progress-indicators-on-mobile-devices.
As I analyzed the funnel analytics for online account opening I found that only 24% of user completed the process and 75 % of users did not pass the Social Security Number and ID verification step. This became a focus of my design to increase conversion rates.
24% Account opening completion rate.
75% of users did not complete SSN or ID Verification
Usability Testing
My first usability test I conducted was for the progress stepper. I included engineers in the brainstorm ing process as well to come up with some ideas. As the results show below the research I found earlier was confirmed.
The next area of testing I conducted was regarding the Social Security Number page. I first tested with our current text and then tested it a design telling the user why we needed there SSN.
The results below show that by explaining why we need the users social security number and how we kept it safe it increased completion of this step by 27%.
Based upon the tests above I also designed a new opening page of the account opening flow to inform the user what they will need to complete the process and why we need the information.
I also explored and tested other possible feature enhancements like video chat with a credit union employee to see if users would prefer that option.
Results
Applicant over 55
61% - Video chat with employee
39% - Allow camera access and continue on my own
Applicant under 55
34% - Video chat with employee
66% - Allow camera access and continue on my own
Final Design
Below is some of the final design screens for both mobile and desktop that were handed off for development.
Another important feature I added to the design was inline form validation where a green checkmark would appear next to a form field so the user doesn’t have to wait until they tap the next button to find out there was an error.
Results
Online Account Opening went live in December of 2022 and with a funnel completion of 67%, smashing the old completion rate of 24% and above our KPI of 60%