UX flow – Account creation
The problem: Drop off. Lots of it.
Users were stressed about the perceived length of the application process, and many were confused about why certain questions popped up during the account setup. This confusion and stress caused us to lose users at various points in the application process.
Back to basics
Before the design team was hired, the bank had a long history of recognizing a content need, adding it, and calling it a day. The first step in redesigning the experience was to audit the current flow, work with legal to understand the minimum info required, and map out the experience in a more condensed, cohesive way.
(Tons of) Room for improvement
Inaccurate expectations: Users were under the impression they could choose to sign up for online access. In reality, they were creating online credentials regardless.
TMI: Sections like the “account selection” page listed all the information for every option. There were several opportunities to ask the user a simple question and provide the necessary information rather than overwhelm them.
Outdated terminology: Who says “Digital banking access?” Also, the 90s called…they want their website design back.
Where we landed (for now)
Provide clarity: Each page received a headline that primed the user for what type of information they would provide in each section, and the sub explained why we were asking for it.
Reduce noise: Only legally required questions were included. We also incorporated collapsable sections, so users only received information about the selected input.
A human touch: Headlines were also an opportunity to incorporate brand voice into the experience. The conversational tone was intended to mimic the way a banker would talk to the client in person.