Improving feature adoption 

Hand reaching up, holding a single coin, with more coins in the background.

Client:  A multinational consumer credit reporting company
Sector: Financial Services
Role: Product Designer

Project Overview

A new feature has low adoption (despite the proposition claims). The feature uses open banking to provide users with accurate offers and advice that is based on their spending behaviour. The current proposition promises to improve your chance of receiving a credit product simply by sharing how you manage your money. The goal was to increase the adoption of the new feature to help individuals receive accurate offers and actionable advice (to help them achieve their financial goals).

The feature requires you to connect to your primary or current bank account (the account that your salary is paid into). Desktop, observational and quantitative research findings have uncovered potential opportunities for improvement. With these opportunities, we set out to better understand:

  • How the existing proposition resonates with users?
  • What are the general attitudes and motivations when it comes to sharing open banking information?

Method:

Round 1:
Survey, Click Test and Affinity Maps

Objective – Explore behaviours and attitudes when it comes to sharing open banking information.

Round 2:
Survey, Click Test and Affinity Maps

Objective – Understand which aspects of the existing proposition resonate with users.

Round 3:
Moderated Interviews, Usability Testing and Affinity Maps

Objective – Understand which aspects of the revised proposition resonate with users.

Tools used:
UserZoom, Maze, Dovetail, Figma, Miro, Mural, Confluence and Jira

Opportunities

ReFramed Proposition

A clear and focused proposition allowed for a greater understanding and adoption of the feature and benefits. The revised proposition was well received and understood (73% of users, interviewed 150 participants).

Consent provision screen

The drop-off rate on the consent provision screen was very high to start with. By implementing consistent signposting, making use of the in-app browser and reducing the amount of time it takes to process the request, we aim to increase visitors’ trust in the experience, reduce the drop-off rate and increase returns.

Further up the funnel

When we introduce the feature after a user has completed their search, users are more focused on receiving an offer than engaging with the feature. We tested introducing the feature higher up the funnel (before the user arrived at the search results page).

Showcasing offers “in the shop window”.

Visitors would need to fill out lengthy forms before seeing any offers. Once they landed on the search results, editing and comparing offers was cumbersome. We looked at ways to make it easier for users to browse credit offers by making changes at the top of the funnel. We introduced navigation that allows users to browse offers  (no form required, but potentially less accurate) or apply for an offer (application form required, with more personalized results). Furthermore, we proposed changes to the top navigation that would allow users to edit their search results and navigate between offers easily.

Customer Journey Map

Customer Journey Maps

We mapped out the customer and employee interactions through the various phases. This helped us uncover opportunities while keeping the business in the user mindset.

Key insights

Individuals that have been declined for credit in the past are more aware of what open banking is. In addition, they are more willing to share their data if there is perceived value in the exchange (getting an offer, financial benefit, accurate advice and step-by-step help).

Customers that are applying for credit products have more than one goal in mind (monitoring credit, making a large purchase, everyday spending etc).

Of 150 participants surveyed, 88% indicated they are preparing to make a large purchase and are using at least one credit monitoring app.