Open Account
In this project I had the challenge to make open accounts easy to understand, fast and frictionless.
PROBLEM
Only 10% conclusion rate in the actual app open account journey
Low number of accounts due to a process that is too long and exhausting for the user
CHALLENGE
Bureaucracy demanded from Bank of Portugal
solution
Data integration with government CMD
. Fewer documents required
. UI revamp.
. MVP with the best scenario only
the Problem by Business side
Lots of dropouts at different moments of the open account in app due to no requirement fit and delay
20% dropout at video call due to disconfort
Big operational load for call center due to doubts about documentation
the Problem by User side
More than 20 minutes to open account
A lot of documents required and too many questions asked
User interviews
Firebase Events Data
Feedback Dashboard
Call Center Report
How are other banks doing it? 🧐
benchmarking
In average open account in app takes 5min.
Some banks have AMA’s CMD integration.
Our suppositions
Ideation time
Workshop with PM and Business Analysts
Defining our goals
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What is success like?
Increase open accounts by 81% with CMD to reduce video calls
The user will be able to open account faster with no need of video call
Competitor Analysis
Sales Projections
Reduce time to open an account from 20 to around 5min
The user will be happier and more satisfied with the app open account journey
Decrease open tickets to call center by 10% month
The user will be more confidence with the journey, without having doubts about it
With that set, I started de prototypes
with my team and got to the usability tests, where we have the following findings:
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use tests findings
90% of the users felt the need of a better conclusion.
They want to know they Account number and card info right away.
Also with the tests, we discovered that users find the number of questions very annoying, so we manage to negotiate with all the departments involved to reduce unnecessary questions
use tests results
45%
Less questions
The user want to know all the requirements to open an account before start and compare the options, so we changed the ui pattern from navigation to tabs to make that easier
The account type choosing moment was very sensible for the business. We have a product that was not made for the digital, so we had to make it like in the branches, when someone helps the user to decide which account is better based on some conditions.
To discover the best way to do that we run an A/B test during the user interviews
At some point of this project I was designated to a special work: align all 8 open account journeys cross platform
main Outcome
Reuse of code
and design patterns
With this project I've learned that, sometimes we’ll not be able to deliver that amazing visual experience, but we can deliver something good enough to attend the needs of all stakeholders and users.
Interest conflicts to solve
About my work
My design work lives at the intersection of modernism & elegant simplicity. Placing emphasis on typography, color, and motion. — My process begins by visualizing an overall narrative for the project, making it impossible to ignore. — I incorporate interaction into my designs because you feel a connection when things move as you’d expect them to.
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