Financial Benefit Company
The Problem
A financial benefit company offers both financial education tools and loans. This company saw a need to develop more engagement with its customer base, a more sophisticated website, and a business model that could accommodate a broader range of financial products.
The company lacked the deep insights into its customer base that would allow them to foster continued engagement with its educational tools. There was little ongoing customer engagement outside of their short loan process. Generative and evaluative research was necessary to develop an engagement strategy for new products and to improve ease of use of its existing products.
The Method
User Interviews
Semi-structured user interviews with new users
Semi-structured user interviews with previous users
Data Analysis
Conducted heuristic analysis to evaluate major usability problems with existing digital experience
Usability Testing
Benchmarked existing experiences based on qualitative and quantitive KPIs including satisfaction, frustration, time on task, and pass/fail
Strategy
Delivered a strategy for generating sustainable customer engagement
The Solution
User Improvement
All usability issues based off Nielsen Norman Group’s Heuristics were eliminated or reduced to “minor” levels.
SUS score is projected to increase by 15 points, particularly for new users, by providing accountability, transparency, and trust in the customer experience.
Time on task for the major workflow, the loan application, was reduced by half.
Customer service calls for loan application and website questions are projected to decrease by half due to improvements in loan usability metrics
User Insight
Delivered detailed insights about new and existing customers’ attitudes and motivations that will inform future brand strategies and design decisions.