CRAFT CAPITAL ONE CANADA
MOBILE BILL PAYMENT EXPERIENCE
My Role
Product Design Lead
Platform
IOS & Android
Responsibilities
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Design Strategy
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Design Process Facilitation
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Usability testing
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UX, Visual and Interaction design
Team
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Product Owners,
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Developers,
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Researchers,
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Legal & compliance
THE PROBLEM
Capital One’s payment process delivers below CX (customers experience) expectations
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3rd highest complaint calls-driver
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Disjointed user experience: customers need to make payments in other banking apps and set Capital One as a payee to make the payment
THE DESIGN PROCESS
IDENTIFY THE DESIGN PROBLEM
Abstract problem
Concrete problem
The ask from the payment team is high-level and undefined, need to transform it to a more understandable, actionable design problem statement.
My approach
Collaborated with the payment team and research team to conduct different research actives to learn user needs.
Research activities
- Empathy interview with 16 customers
- Call centre agents interview
- Competitive analysis
- Other internet research (CEMP, etc)
Identify user needs
- Build journey maps from learnings
- List user needs by each stage of the journey
- Frame the problem from the key user needs
THE PROBLEM STATEMENT
How might we enable our customers to pay off their balance with an effortless, real-time & transparent experience through our digital platform (mobile app & web).
ALIGN WITH THE SCOPE
Payments is a complicated area in itself, with lots of legal requirements, technical constraints, payment service regulation and other dependencies.
To tackle this complex experience properly and get alignment with multiple stakeholders about the project scope would take a bit of time. However, the timeline for the first launch is 6 months.
My approach
Get everyone in the same room to align on the understanding and design direction
by facilitating a 3-days design workshop
Key activities
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HMW activities & Affinity maps
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Goals and hurdles
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Competitor analysis
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Ideations & Prioritization
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Concept mockup
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Heuristics evaluation
The scope
The team aligned on focusing on the key moments of the flow and move forward to discuss the solution for the following opportunities:
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How might we ensure customers are confident their payment has been received?
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How might we be as transparent as possible with customers as they're paying?
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How might we ensure customers are confident their payment has been posted?
ITERATIVE DESIGN
INITIAL MAIN USER FLOW MOCKUP
HEURISTICS EVALUATION
Bring legal, payment, tech, product teams in a room, lead a discussion on the concept mockup, collect feedback and thoughts from the team.
Guide teams provide comments/feedback by following considerations.
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Does this flow reflect the overall payment process?
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Does this flow meet all legal/compliance requirements?
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Does this flow allow users to perform actions by mistake and easy to navigate back?
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Does this flow include any unnecessary steps?
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Does this flow miss any function?
LEARNINGS
Is there a better way to display balance payment options?
Is there a way to enable customers to schedule a payment, and allow them to cancel it when they need
A legal message about first-time payment will have 3 days delay requires to display throughout the flow
Prototype VI
USABILITY TESTING
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Validate hypothesis
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Uncover potential content & minor design issues
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Proactively identify any potential pain points
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Assess if users can effectively, efficiently and satisfactorily complete the tasks
Research goals
LEARNINGS AND DESIGN REFINEMENT
Learning 1
It took a while for customers to figure out where to add a new account
Tooltip hins to the entry point
Refinement:
First-time update interstitial
Learning 2
Learning 2
It took a while for customers to figure out where to add a new account
Customers did not aware they could schedule the payment
Refinement:
Adjust visual hierarchy
Learning 3
Customers don’t understand the legal message concept.
Refinement:
Display message on related actions
VISUAL DELIVERY
Typography, spacing, colour consistency
DETAIL INTERACTION DOCUMENTATION
SUCCESS MEASUREMENT
Partner with product owners and research team to define the learning metrics
How did we define success
60%+ enrolled for the OTP feature
The result
42% enrolled for the OTP feature
Out of those customers who didn’t enroll (58%), 82% of dropped out after trying to set up their account through the feature
60%+ enrolled for the OTP feature
70% Out of those 42% enrolled user, use this feature to make another payment
NEXT STEPS
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Further Monitoring:
Discovering any issues
Quantitative (Usability testing, surveys, call data, analytics) & Qualitative research (Interviews, call listening)
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Design refinement
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Partner with the product owner to prioritize refinement release strategy
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A/B Testing on subsequent releases