My Role
As the Lead UX Designer, my primary responsibility is to guide the UX team in crafting a cohesive concept and design strategy.
Our objective is to meticulously evaluate and enhance the new customer onboarding process. This involves forging strong connections between research insights and innovative solutions, ensuring effective communication of ideas across the Business, Development, and UX teams.
Our approach is MVP-focused, prioritizing the development of a Minimum Viable Product that addresses core user needs while laying the foundation for iterative improvements. By aligning our efforts with this focus, we aim to deliver tangible value to our users while iteratively refining our solution based on user feedback and data-driven insights.
1. Problem
1. Following the application launch, completion of the existing New Account Registration form plummeted from 300 to 20 customers within less than a month.
2. Numerous customers initiate the registration process but fail to complete it.
3. Sales support cannot intervene or reclaim lost customers..
1. Following the application launch, completion of the existing New Account Registration form plummeted from 300 to 20 customers within less than a month.
2. Numerous customers initiate the registration process but fail to complete it.
3. Sales support cannot intervene or reclaim lost customers..
2. Goals / Solutions
1. Develop an intuitive, self-guided application form to streamline the registration process. Implement progressive disclosure techniques to offer customers early access to the trading platform, with functionality limited until full document submission. This approach ensures users can familiarize themselves with the platform while reducing barriers to entry.
2. Implement a unified form design as a standardized pattern for accessing multiple trading products. This one-point access application will feature adaptive design, ensuring seamless user experiences across desktop and mobile web platforms, as well as native applications. By consolidating access points and providing consistency in design, users can easily navigate between different trading products, enhancing overall usability.
3. Enhance user decision-making by guiding them in selecting the most suitable account type based on their skill set and trading strategy. Implement interactive tools or wizards within the registration process to help users assess their needs and preferences, ultimately leading to better account selections and improved satisfaction with the trading platform.
Collaboration with the Development Team and Resources:
- Collaborate closely with the development team to ensure the seamless integration of the self-guided application form and early access functionality. Regular communication and feedback sessions will be essential to address technical requirements and optimize the user experience.
- Work with developers to establish a robust design system that encompasses adaptive design principles for both web and native applications. This system will serve as a foundation for consistent and scalable design implementation across various platforms.
- Utilize user testing and feedback mechanisms to validate the effectiveness of the account selection tools and refine them iteratively. By involving developers in user testing sessions, we can gather insights collaboratively and prioritize enhancements based on technical feasibility and user needs.
- Leverage available resources, such as UX/UI libraries and development frameworks, to expedite the implementation process while maintaining design consistency and scalability across different trading products and platforms. Regular knowledge-sharing sessions will ensure that the entire team remains aligned with best practices and design standards.
3. Project Constraints
- Content: We cannot add or delete any information that is presented in the current application (realign and visual improvement)
- Time: Project time allocated is 3 months before a new release.
- Limited to real customer testing
- Content: We cannot add or delete any information that is presented in the current application (realign and visual improvement)
- Time: Project time allocated is 3 months before a new release.
- Limited to real customer testing
...
4. Approach (SPIR) & Process
Four Core Principles embody core values
Clarity: Enable people to see, understand, and act with confidence
Efficiency: Anticipate needs to help people work better, smarter, and faster
Consistency: Create familiarity by solving the problem with the same solution
Beauty: Demonstrate respect for people’s time and attention through thoughtful and elegant craftsmanship
Clarity: Enable people to see, understand, and act with confidence
Efficiency: Anticipate needs to help people work better, smarter, and faster
Consistency: Create familiarity by solving the problem with the same solution
Beauty: Demonstrate respect for people’s time and attention through thoughtful and elegant craftsmanship
5. Research Insight
During our research, several key insights emerged:
1. High Bounce Rate: Statistical analysis revealed an alarming 83% bounce rate.
2. Mobile Dominance: Over 90% of users attempt to access applications via mobile devices.
3. Registration Hurdles: Insights from Sales, Customer Service, and Level 2 Support interviews highlighted challenges with registration forms. Users struggle due to lengthy forms leading to server timeouts.
4. Lack of Progress Indicators: Users are left uninformed about the number of steps required to complete the registration process due to the absence of progress bars or steppers.
5. Limited Accessibility: The platform lacks mobile access and adaptive layout/design, catering only to desktop users.
6. Absence of Data Persistence: Temporary web sessions and server-side data storage are unavailable.
7. Missing Features: Essential functionalities such as "Save and Continue Later" and real-time data submission to Salesforce are lacking.
8. Submission Hurdles: Users encounter obstacles in submitting required documents on the go, particularly regarding document preparation and scanning.
9. Single Access Point: Users are restricted to a single access point, primarily the corporate website.
These insights provide a comprehensive understanding of areas requiring improvement in the user experience, guiding our efforts to enhance accessibility, streamline processes, and optimize user engagement.
6. Design Brief
Create a flawless 3-step, adaptive, self-guided application to provide customers with early but limited access to the trading platform before all document submissions. Promote the right balance of core values to help achieve clear, frictionless, familiar, and well-executed outcomes.
7. Concept
Sketches here...
8. Design
iPad/Tablet PC Application
Mobile Phone Application
description...
description...
Project Style Guide & Grid (Header, Stepper, and Footer)
9. Testing Results
Project Impact – in 3 months test of running a new registration application on the corporate website and mobile trading platform the “Open New Account” metrics show an increase from 300 customers per month to 1200 - 2800 customers per day
The Salesforce conversion rate is high - 67%
The Salesforce conversion rate is high - 67%
Suggestion or Discovery - Based on the tests we were running we would recommend a few improvements.
Key discoveries here...
Data validating the insight...
Key discoveries here...
Data validating the insight...
Iteration - Based on the testing discovery here are our updated design recommendations...
Next Step - Our key lessons learned and future opportunities…
