Journey Design
PRoblem
Providing bill payment services to customers is one of the top drivers of customer retention for the bank. In 2020, the bank received a number of complaints from customers regarding their newly developed bill pay feature. Users complained that the feature was not user-friendly, and users were frustrated.
Challenge
The feature’s back end relied on vendor services, which created additional obstacles to the bank’s ability to provide the best user experience.
DISCOVERY
In order to get a better understanding of the customer expectations, I have conducted a discovery exercise that consisted of the following parts:
Collection of all of the existing research available through our research partners, as well as external market research related to bill payments in other banks.
Comprehensive competitive analysis of how this feature presents in other financial institutions
Ran a series of workshops with business stakeholders aimed at discovering the current known pain points, as well as the technical dependencies. Understanding the steps beyond digital interractions that could affect users experience using the mobile feature
REsults
As a result of these workshops and discovery, I was able to document the current process and outline the top pain points experienced by the users. With that in mind, I was able to put together a desired user journey that would lead to a better experience for the user within the app, and beyond.
This allowed the bill payment team to have a more focused conversation with the vendor, outlining some of the immediate action items to help improve customer experience. Also, it informed the product roadmap to allow for iterative UX improvements to be implemented in the upcoming sprints.