Experience optimization
Experience optimization
Bills & payroll set up
Bills & payroll set up
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Customers do not set up their bill payments and payroll often but when that experience turns out to be a nightmare, it puts customer trust at risk. We redesigned the experience to ensure it’s consistent and easy to do.
My role: Service designer, Researcher
⏳ Timeframe: 4 months
Given the confidential nature of this project, I cannot share specifics or show deliverables.
Objective
Objective
We wanted to design an improved bill switch and payroll set up experience through a research-focused approach so that customers have the autonomy to self-serve and deepen relationships with the bank.
The client journey
The client journey
We set up to look at three journeys: payroll set up, bill payment switch, and pre-approved deposits set up: three experiences created in isolation across channels. Dissecting the end-to-end journey was important to establish initial hypotheses and canvas for research and exploration. This allowed us to identify high friction stages and illustrate the cyclical nature of the experience
✏️ Tools and methods:
Journey mapping
In-depth group workshops
Hypotheses identification workshops
Stakeholder interviews
The research
The research
We analyzed at a set of customer feedback captured through always-on surveys and conducted 9 x 60 min in-depth interviews with front-line staff and 12 x 60 min in-depth interviews with customers. Qualitative research was needed as we were looking for client mental models, cx pain points, and behavioural barriers to validate our hypotheses.
Through our research, we have identified three client segments that indicated the highest opportunity to set up payroll and pre-approved deposits.
✏️ Tools and methods:
In-depth interviews with customers and staff
Analysis of customer feedback
Synthesis:
Synthesis:
Client insights were distilled into a new journey map of pain points across the end-to-end journey, allowing us to identify the most impactful touchpoints and to pinpoint where design changes will drive the most impact.
An impactful piece of the research for our stakeholders is validating that the three experiences are intrinsically connected in the mind of the client and any discussion about one of them, automatically initiates the thought process around other two; building cognitive load. This was important because it highlights the need for a consistent experience across the three journeys.
To ensure that client’s voice is heard, we included client quotes, what do they actually mean, and the underlying behavioural barriers for each phase of the experience. This was very important to contextualize what we are hearing from customers into the mindset of our stakeholders
✏️ Tools and methods:
Journey mapping
Opportunities identification workshops
Result & deliverables
Result & deliverables
We identified two paths for next steps with one focusing on building a strategic narrative for the experience and the other one being optimize the self-serve experience. The decision was the latter which led us to propose a set of specific design improvements across the digital platforms that was shared with all the responsible teams and taken into production.
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