Increasing Account Opening completion by 40%
Fintech
Online Account Opening 2.0
Creating custom experiences for credit unions
Project Overview
Content
Problem Statement
Content
Industry
Fintech
My Role
Lead Designer
Platforms
Responsive Web
Timeline
January 2022- March 2022
[Persona]
Jon Roberts
Marketing Manager
Content
Age: 29
Location: New York City
Tech Proficiency: Moderate
Gender: Male
[Goal]
Quickly complete purchases without interruptions.
Trust the platform to handle her payment securely.
Access a seamless mobile shopping experience.
[Frustrations]
Long or confusing checkout processes.
Error messages that don’t explain the issue.
Poor mobile optimization that slows her down.
Process
01 User Research
Conducted user interviews with 5 clients to understand their frustrations and preferences.
Analyzed user behavior data to pinpoint where users dropped off in the process.
Benchmarked against competitors to identify best practices for account opening flows.
02 Insights
Users were frustrated not knowing what was needed to finish the process.
Mobile users struggled with unresponsive layouts.
Lack of trust and comfort with providing personal linformation
03 Design Solution
Simplified the sections and changed content to gain trust
Redesigned messaging and primer screen to inform users about proocess
Added features like inline form validation
04 Testing & Iteration
Conducted usability testing with 100 users, comparing the original and redesigned flows.
Gathered feedback through usability testing and refined the design based on user input.
Designed a mobile-first layout with larger touch-friendly buttons and simplified stepper
Outcome
40% increase in account opening completion rates.
Bankjoy’s Online Account Opening 2.0 solution made the company a standout in this year’s FinTech Breakthrough Awards. Business Wire, March 2024
Key Learnings
Simplification is key
Users value a quick and easy process, especially on mobile.
Iterative testing pays off
Regular testing uncovered hidden issues and ensured the design met user needs.
Details matter
Small improvements, like error validation and mobile optimization, had a significant impact.