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Face of Finance 2013
Prepared by Jason Smith and Jim Dalglish
October 30, 2013
Improving Online Lead Generation for Bank Applications
© 2013 OHO Interactive. www.oho.com 617-499-4900
Today’s Presenters
Jason SmithManaging Director and [email protected]
Jim DalglishAssociate DirectorInformation Architectureand [email protected]
The Problem
© 2013 OHO Interactive. www.oho.com 617-499-4900
The Problem๏ Use of third-party transaction sites is economical from a
development perspective, but costs the organization in their ability to deliver a branded and seamless user experience.
๏ In addition, usability and marketing issues inherent in third party systems negatively impacts business goals and increases costs in other parts of the organization:๏ Increased call center costs๏ Increased use of offline methods to complete transactions๏ Decreased online completion rates๏ Negative impact to brand perceptions
© 2013 OHO Interactive. www.oho.com 617-499-4900
Branded Institution Marketing Site
The ChallengeConceptualize, design and test
a new user interface that is proven to significantly reduce calls to the
service center and to increase online transactions
Current SiteDeficiencies
User Testing & Heuristics
© 2013 OHO Interactive. www.oho.com 617-499-4900
Initial User Testing and Heuristics๏ Banner image distracting
๏ The banner image at the top does not support the content (i.e., it is not a picture of a vehicle) and there is no meaning to the image. Users complained the area was “dead space.”
๏ Sidebar content misleads users๏ Users viewed the right column content as “ads” from
third party sites. ๏ Since the information looks like ads, the content
became invisible to users. ๏ Even when asked directly to find the loan calculators
on the page users were not able to locate them in the right column content.
๏ Lack of any intermediate calls to action๏ The only call to action is to “Apply Now” which is a
barrier since the page is not answering all key questions.
๏ Lack of visual/verbal balance๏ The page is not easily visually digestable. The dense
text makes the page feel incomplete, and turn to other channels to answer their questions.
๏ Only one participant (a researcher and analyst) found the dense text to be comforting.
© 2013 OHO Interactive. www.oho.com 617-499-4900
Initial Testing and Heuristics๏ Lack of detail in rate information
– The current rate information table is too imprecise and does not provide enough information for a users to ballpark an estimate. The current site requires users to access a new page to view this information.
© 2013 OHO Interactive. www.oho.com 617-499-4900
Initial User Testing and Heuristics๏ Lack of clearly visible recourse
๏ Users found accessible help systems and recourse options comforting
๏ When presented with accessible recourse options most users do not use the phone number to complete the transaction.
๏ Lack of clear presentation of application steps๏ The current HUECU auto loans page does not
explain the process of applying for a loan: How much time is required? What documents are required?
๏ Failure to answer key questions๏ The current page requires too much reading
and it does not provide all of the critical information: e.g., Do I need to be a current HUECU customer? What will my monthly payment be Failure to build investment
๏ The current HUECU auto loan page fails to build any user investment before subjecting the user to the third-party application.
Motivational Factors for UsersFour Key CategoriesHow effectively does your site use these elements to motivate users?
Information Flow
Brand Associations
Verbal / Visual BalanceLegitimizers
Page Hierarchies Security Info
Testimonials
Messaging
Product Impressions
Page Elements Trust Builders
Reviews
“Gamification”
Financial Incentives
Community Elements
Satisfiers / Sweeteners
Convenience Elements
Photography
Illustration
Graphic Design
Call to Action
Progress IndicatorsName Recognition
Recourse OptionsAdvertising
The Prototype
© 2013 OHO Interactive. www.oho.com 617-499-4900
Prototype Goals
๏ Clear marketing and positioning statement for the offer at the top of the page that reinforces HUECU’s community connection
๏ Increased emphasis on the rates for different vehicle types๏ Clear, concise steps that prepare the user to apply๏ Better balance of text and graphics in a more visual presentation๏ Testimonials that add credibility and act as a motivator to
encourage completion๏ Addition of multiple, visible ways to get help or answers to
questions๏ Multiple, meaningful calls to action
The Results
User TestPrototype vs. Current Site
SUS reveals user need for phone calls decreases in the new concept
* The content for the stepped out process (#1-4) puts “Car information” as step 1, but the actual step 1 is “Create an Account”. This inconsistency bothered people, and was more apparent on the new concept.
© 2013 OHO Interactive. www.oho.com 617-499-4900
Motivation Comparison๏ The new loan process flow concept developed by OHO tested better on all 7 motivation
criteria. Most importantly, the new loan concept page decreases the need to make a phone call to complete the process and increases motivation to apply for a loan.
* Lower score is better for this question.
© 2013 OHO Interactive. www.oho.com 617-499-4900
Understanding Net Promoter Scores
-57NPS
0NPS
20NPS
Detractors DominateFail to complete process.
Drive business away.Website killing business.
Optimized User EngagementUsers complete process.Leads are converted into
loyal customers.
Users Become PromotersUsers complete process.Users become promoters.
Users grow your business for you.
© 2013 OHO Interactive. www.oho.com 617-499-4900
0 10 20-10-20-30-40-50-6020 NetPromoter
BankingIndustryAverage
0 NetPromoterOHONew
Concept
-57 NetPromoterHUECUCurrentPage
Current website is having a
negative impact
Wireframe concepthas positive impact on
web conversions.
Significant business improvement.Keep users on your site,
instead of driving them away andtelling other people to avoid it.
Recommendations
How does your bank improve its online
customer experience without building
expensive custom software?
© 2013 OHO Interactive. www.oho.com 617-499-4900
Recommendations๏ Provide enough information so that the customer is ready to take the first step๏ Clearly set user expectations for the experience:
๏ Time to complete๏ Documents required๏ Number of steps๏ Explicit outcomes
๏ Clearly link the visual design - make the experience as seamless as possible๏ Provide supplemental tools, guides and resources customers can use to explore the offering on their
own๏ Include customer testimonials and product reviews as motivation for initiation and completion of the
process๏ Provide examples of success for a variety of customer segments๏ Include legitimizers to reassure customers that providing information to your organization is safe and
secure ๏ When possible, include positive community-building messages - environmental consciousness,
philanthropic initiatives, etc. ๏ When possible, provide jump-starts for customers who have completed a portion of the process
during a previous session๏ Include recourse options - if all the other elements are in place the customer will not use them, but
their presence will provide comfort and incentive to complete online
© 2013 OHO Interactive. www.oho.com 617-499-4900
Questions and Discussion
๏ OHO Interactive is a thriving, curious, creative team of 30 strategists, creatives, and developers solving business problems in the digital space. We’re passionate about helping companies catch up and outpace their competition.๏ We love solving really hard problems – simply.๏ We believe in listening to users.๏ We are nerdy about research, results and metrics.๏ We specialize in research, UXD, and Drupal development.๏ We like using social and search to get people to use what we create.๏ We like to work with great people – especially in education, publishing
and healthcare.๏ 15 years later, we’re still working with our first client – they’re great.
