New Card Application Accelerated Visioning

Project Overview

Objective

abcdef

Timeline

July 2021 - September 2021

Team

Strategic Designer

UX Designer - My role

Business Analyst

Key Research Themes

We began this engagement by conducting user interviews. In total, we had 8 interviews from across our global market areas: Australia, Germany, Japan, and the United States.

Through these interviews, we began to understand how the Customer experience and employee experience differ between global markets, product types (consumer v. small business), and focus areas (front office v. back office).

The key themes that remained consistent throughout the interviews were:

  • Decision, activation, and use

  • Customer communication and follow up

  • Information validation

  • Application and document collection

  • Team logistics and workflow

Visioning Workshop

We held a 3-day virtual workshop with a group of front-line workers and leaders from the client team. We worked through activities that allowed us to co-create a future vision together.

The workshop activities included:

  • Behaviors of value & KPIs

  • Empathy mapping

  • As-Is mapping

  • Need statements'

  • Big Ideas

  • Prioritization grid

  • Storyboarding

  • To-be scenario

Personas

We created four personas to represent the two different types of customers and two different types of employees:

  • Personal card applicant

  • Small business card applicant

  • Front line

  • Back office

User Journeys

I wrote user journeys that walked through each persona's ideal future state journey. These journeys include the…

  • Pain points

  • Impact on the KPIs

  • User capabilities that will be enabled

  • Business outcomes that are being addressed at each step.

Wireframes

Next, I began to create some low-fi wireframes to communicate various steps in the user journeys to better communicate to the client our vision for their future.

Preeti, front line customer care professional

user journey step two: answers calls

Preeti's first call of the day is an inbound customer call. As soon as the call comes in, Preeti can see the caller's application status and history of actions taken in real time. 

Johann, back office customer care professional

user journey step three: identifying errors & solutions

Johann sees that this application has completed the auto-KYC validation but that the KYB validation failed. Looking for a quick reminder on KYB validation for small businesses, Johann clicks a link on the application page that shows him the current policies that apply to this applicant's small business KYB. 

Johann, back office customer care professional

user journey step two: starts a case

After logging in, Johann is automatically presented with a new application that requires his attention.  He quickly reviews the application status and history to see that this is a new small business applicant applying from an online application. He knows that there must be an issue with the application. Otherwise, it would have been auto-decision

William, personal card applicant

user journey step three: validation & saving application

William sees that he still needs to validate his income, and he can either provide his bank login ID and password or upload a bank statement.  William has forgotten his bank's login information and doesn't have a statement handy.  William decides to save his application and return to it later, knowing that he can pick up where he left off and still receive the same promotional offer.

 

Key Growth Experiences

Through this project I…

  • Took ownership over the design process as the only designer on the project. Being the only designer forced me to step up and take accountability for all of the design decisions that I made and be able to articulate my thought process better.

  • Gained experience in presenting my work to the client. On this project, I grew my presentation skills by presenting my designs often to the client.

  • Exposure to design thinking workshops. I got to be involved in my first design thinking workshop. I got experience in facilitating small group sessions and seeing how the multi-day workshop is run and the activities that are conducted.