A top US bank was looking to increase the number of credit cards acquired online and to increase the amount existing cardmembers spend on their cards across multiple digital channels: desktop web, mobile web, and in-person kiosk devices.
For this initiative I led the customer experience strategy, information architecture, interaction design, and usability testing activities. By designing and evaluating digital solutions across channels, I aided in optimizing the user experience and increased conversions for the company throughout multiple rebranding phases.
Through interviews with key business stakeholders, I helped identify business goals and success criteria that would need to be met with each digital initiative. These interviews were conducted on a regular basis to meet the changing needs of the business.
I conducted baseline usability tests on existing digital properties to identify issues and opportunity areas. These tests also included a content analysis to determine how to best communicate the product’s advantages.
Coming out of baseline usability testing and interviews with prospective customers, I crafted design principles that helped guide the direction for experience. These principles also allowed our team to evaluate design decisions against a defined set of principles that related back to both user and business goals.
In order to gain buy-in on the direction for the overall user experience, I led an activity to define potential core values of the experience in the form of experience themes. These themes led to defining the experience’s concept and design strategy and provided a structure for brainstorming potential capabilities.
I facilitated several brainstorming sessions with both the internal design and development team as well as the client team to identify a wide variety of capabilities that could successfully meet the defined experience themes. Through structured brainstorming sessions, I narrowed down the ideas that were generated by evaluating them against defined success criteria, business value, user value, and overall feasibility.
I explored early ideas for each touch point through a series of sketches.
For the experiences that involved multiple steps or interactions, I created user flow diagrams to communicate possible ways to move throughout the experience. These flows also captured logic steps where user interactions could result in divergent paths throughout the experience.
I created storyboards using sketches and low-fidelity wireframes to communicate the user flows in a way that is more visual and tangible than the user flow diagrams alone. These storyboards were used to gain conceptual buy-in prior to exploring the details of the experience. The storyboards also visually communicated scenarios in which the user experience crossed between channels.
For the various user touchpoints, including desktop web, mobile, and kiosk experiences, I created wireframes and clickable prototypes to define the hierarchy of information and points of interaction across the site. The prototypes, created using Axure RP, helped the internal team and clients visualize the intended user experience interactively instead of through a series of static screenshots.
I planned, conducted, and analyzed three usability tests that helped to inform and validate the design approach as well as to identify specific usability issues throughout the experience. Following each usability test, I analyzed the results to produce a set of findings and recommendations that helped inform changes to the client’s digital properties.