Designing (and redesigning) a design tool

We developed a target customer experience at NAB, and it looked great. We started using it and it didn’t work well, so we redesigned it. It worked better, but we thought of new ways to use it and redesigned it again. It seems like every month we’ve got something to change or add to it, and that’s just the way it should be.

from Experience Strategy 2014, by Alexandra Almond

Transcript

1. Designing (and redesigning) our design tool Alexandra Almond Experience Strategy 2014 email: alexandra.almond@nab.com.au twitter: @violet_femme_aa
2. We started with internal workshops 2
3. Moved on to customer research 3
4. Did a lot of synthesis 4
5. In order to come up with this… 5
6. 6 Too pretty Too linear Looked like the answers No metrics
7. 7 Research Compare Set up Apply Get Wait Approve Decline I understand my options and feel informed… I'm confident that I’m making the best choice for me, and I understand the impact on my life… I feel in control and know my product is set up for what I want... Submitting my application was a smooth and secure process… I'm getting what I want, which is a exciting, and I know it's going to work… I'm confident that NAB will deliver and I'm happy with the timeframe... I know I’m going to get what I want… I understand why I’ve been declined, and what my options are… …because I've done the groundwork myself using multiple sources, and I could find the relevant information easily. …because I’ve made a shortlist, and compared features that are important to me. …because I know what to do, and I can get help when I need it. …because it was quick and easy to complete, I got help when I needed, and I’m clear on what happens next. …because NAB keeps in touch, and I can see them doing what they said they would do. …because I have my product, and I got information to help me use it that was relevant to my needs and goals. …because it's clear what happens next and I can see that the wheels are already in motion. …because NAB was clear and concise, I wasn’t kept waiting too long, and they provided alternatives.
8. How might we structure this so customers find it intuitive and fast to complete? 13 How might we make sure customers know what happens next and EXACTLY when it will happen (not a date range)? 18 How might we best use the information we already know about existing customers? 14 How might we offer customers the flexibility to do this in their own time across multiple channels? 15 How might we guide customers through the process as much or little as they need? 16 How might we let customers know their information will be secure? 17 How might we keep in touch with the customer without being invasive? 19 How might we make sure customers know how their application is progressing? 20 How might we make this as quick as possible? 22 How might we understand individual customer needs around time and respond accordingly? 21 How might we select the right channel given what we know about the customer and the nature of the message? 23 How might we tap into what this product represents to the customer (eg. holiday, home freedom)? 24 How might we best explain to customers why they haven't been approved, being honest but without making them feel bad? 29 How might we refer customers to alternatives, taking into account why they’ve applied? 30 How might we help customers to set up the product in the best way for them, providing options and recommendations? 11 How might we help customers deal with things happening now that are outside our control (eg solicitors, car registration)? 12 How might we make activation of the product immediate but secure? 25 How might we ensure that customers know how to use the product without having to be taught? 26 How might we provide practical tips for how to use the product, taking into account customers needs and goals? 27 How might we welcome the customer to NAB, using the best channel given what we know about them and how they applied?" 28 How might we help customers only get the information relevant to them? 1 How might we help customers do their own groundwork, across multiple channels? 2 How might we help customers answer specific questions quickly? 3 How might we use what we already know about customers to inform their choices & recommendations? 4 How might we make sure customers understand us by using their language rather than bank speak? 5 How might we make it easy for existing customers to choose us/stay with us/skip straight to apply? 6 Research How might we help customers recognise the features that will have the most impact on their situation? 7 How might we help customers use what's important to them (eg. cost, features, scenarios) to differentiate? 8 How might we provide information in a way that’s easy for customers to compare? 9 How might we reassure customers that they're getting the best deal for them? 10 Compare Set up Apply Get Wait Approve Decline
9. 9 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Approve / decline # approved apps for existing customers x Approve / decline # applications automatically approved (ie. not referred) x Approve / decline # apps likely to be declined, that are picked up before credit check Approve / decline % declined / approved by product, customer type, channel Approve / decline # applications where customers are ineligible Approve / decline # alternatives offered when we decline a customer x Approve / decline # approved / declined apps by product, customer type Approve / decline # times we state a reason for a decline x Approve / decline # times a declined customer takes out another product with us - now or in future x x Campaigns % offers based on customer attributes / transactions x x x Campaigns Response rates to targeted marketing campaigns x x x x Campaigns # existing customers applying for new products x x Channel Customer paths through channels x x x x x Channel # customers that start in branch and finish online x x x x x Channel # enquries by channel x x x x x Channel # unassisted applications / assisted applications x x x x x Channel # of contact points across channels per application x x x x x Channel # customers who activate card in different channels x x x x x x Channel # applications completed in one channel / many channels x x x x x Channel The ratio of less invasive contacts to more invasive (ie. SMS v phone call) x x Channel # times channel of welcome equals channel of application x x x x x Channel # times response is same channel as the initial comms x Channel Most common channels by activity x x x x Channel Most common channels by customer x x x x Channel % comms delivered in customers preferred channel x Channel % customer channel preferences recorded x x x x x Channel # channels touched per application x x x x Channel # channels available for any given activity x x x Complaints # complaints at each stage / customer step x x x x Complaints # complaints about not meeting deadlines x x x Complaints # complaints about application process x x x x x x x Complaints # complaints about communications (not enough, too much, inappropriate, don't understand) x x x x x Complaints # complaints with a root cause "I didn't understand that" x Complaints # complaints about declines x x Cross sell # new customers who take out additional products within 12 months Cross sell # customers who take out insurance with another product x x x Cross sell # products per customer Cross sell # existing customers who apply for new products / # new to bank customers applying x x x Drop out rates # existing customers leaving x Drop out rates # drop outs during application x x x x x x x x x x Drop out rates At what point customers drop out during the application Drop out rates Reasons why customers drop out during the application Drop out rates # of approved loans not drawn down x x x Enquiries / help along the way # queries about security x Enquiries / help along the way # requests for further information about why declined x Enquiries / help along the way # times people take up NOLA offer x Enquiries / help along the way Type of enquiry by where customer is in lifecycle Enquiries / help along the way # calls asking for status updates x x x x Enquiries / help along the way # enquiries about next steps x x x x Enquiries / help along the way How many times customers hide / unhide NOLA x Enquiries / help along the way # requests for extra statements or reports Enquiries / help along the way # requests for help during an application x Enquiries / help along the way # inbound calls / emails during an application (and at what point they happen) x IB/MyTracker % customers who are tagged when researching (ie. we know who they are) x x x IB/MyTracker # registrations for IB - from new and from existing customers x IB/MyTracker # applications started from within IB x IB/MyTracker # looks/logins to MyTracker during an applicaton x x Miscellaneous % of comms post application that mention customer's purpose x x Miscellaneous % goals / needs captured on file x x Miscellaneous Customer sat Miscellaneous # times we take action after a customer goal is met in MoneyTracker x x Miscellaneous Time of day the application occurred (business hours etc) x Miscellaneous % of negotiated rates on a home loan x Miscellaneous # used / unused products or features x x x Miscellaneous Types of use in the first month / 6 months x x x x Miscellaneous # security breaches during application process x Miscellaneous % of people using the product as it was intended x x x x x Miscellaneous Social media sentiment Miscellaneous Error rates for first use - ie missed repayment, tried to use card without activating x x x x x x Miscellaneous # cards destroyed at branch x Miscellaneous % customers who have automatic debits set up within first week x x Miscellaneous What people call their accounts (ie. number of times "super" is mentioned in the title of a Cash Manager sold for SMSF purposes) x x Rework # changes to way account is set up AFTER activation x x x Rework # product configurations in the first month / 6 months / year x x x Rework # customers who need to change features on a product (and a reason why) x x x Rework % products requiring post-activation follow up x x x Rework # errors in applications x Rework # existing customers who have to re-enter details we already have x x Rework # customers with correct / incorrect products x x Rework # requests to change / close product in first 6/12 months Rework # inactive products / active products Rework # negative follow up comms (ie. we still need more info) per application x Time related # times our dates change during the application process x Time related At what point in the mortgage process a customers tells us their solicitor's details Time related # times we meet deadlines (ours, customers) x x Time related # times customers are given an exact date for when things will happen x Time related Time to use after account is opened x x x x Time related Time to unconditional approval (from start of app, from customer giving us all docs) x Time related How long it takes existing v new customers to get a new product x x Time related # times we capture customer's deadlines x Time related Missed settlements Time related % time we call back at the customers preferred time x Time related How long between approval, and customer being able to use their card x Time related How quickly decline happens x Time related How quickly approve happens x Time related Time to complete application x x Time related Time on phone to CCC during application (including wait) x Time related Time from getting card to activating card to first use x x x x x Time related Response times - online, email, phone, branch x x Time related Actual wait time v promised wait time x x Unsubscribes # unread emails / notifications x Unsubscribes # unsubscribe requests (phone, email, marketing) x Web analytics # customers who go directly from comparison tool to apply x Web analytics Website access paths (ie. to competitor's sites) x x Web analytics Usage of comparison tools - # clicks, time spent, # different tools accessed x Web analytics # clicks on pages about security x Web analytics # times "back" button hit x x Web analytics # pages viewed before applying x x x Web analytics # times customer searches during one visit x x x Web analytics # times customer clicks on link after a search x x Web analytics # visits to product pages AFTER app has started x Web analytics Page views per section Web analytics Time on site / time on page Web analytics Popular search terms x x Qual questions Did you feel secure? x Qual questions Did you understand what this would mean for you? x Qual questions Did we help you enough / too much during the process? x x Qual questions Is this feature useful to you? x Qual questions Was this information relevant to you? x Qual questions Did we meet your expectations around time? x x Qual questions Do you believe you have the right product? Qual questions How confident were you about this product before you got it? Qual questions How easy did you find the application? x Qual questions Did you understand what was happening - what you had to do and what the bank would do - all along the way? x Qual questions Do you know why you were declined? x Qual questions Why did you use this channel for this thing? x x Things to audit SUS (system usability scale) or similar x Things to audit Readability metrics x Things to audit How many times to we capture what was important to customers (ie. their needs) x x x Things to audit External audit of our website / email / letters / brochures for usability, readability x Things to audit Feature / need mapping Things to audit Audit of comms: how often do we tell customers next steps and timeframes x Relevant TCX questions Category Measure
10. 10 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 # approved apps for existing customers x # applications automatically approved (ie. not referred) x # apps likely to be declined, that are picked up before credit check % declined / approved by product, customer type, channel # applications where customers are ineligible # alternatives offered when we decline a customer # approved / declined apps by product, customer type # times we state a reason for a decline # times a declined customer takes out another product with us - now or % offers based on customer attributes / transactions x x x Response rates to targeted marketing campaigns x x x x # existing customers applying for new products x x Customer paths through channels x x x # customers that start in branch and finish online x x x x # enquries by channel x x x # unassisted applications / assisted applications x x x x # of contact points across channels per application x x x x # customers who activate card in different channels x x x x # applications completed in one channel / many channels x x x x The ratio of less invasive contacts to more invasive (ie. SMS v phone call) # times channel of welcome equals channel of application x x x # times response is same channel as the initial comms Most common channels by activity x x x Most common channels by customer x x x % comms delivered in customers preferred channel % customer channel preferences recorded x x x # channels touched per application x x x # channels available for any given activity x x # complaints at each stage / customer step x # complaints about not meeting deadlines # complaints about application process x x x x x x # complaints about communications (not enough, too much, inappropriate, don't understand) x x # complaints with a root cause "I didn't understand that" x # complaints about declines Relevant TCX que Measure
11. Some ways we’ve used it 11
12. To evaluate the customer impact of a project 12 Appointment scheduler will prepopulate what customers need to bring to appointment Credit policy being made clearer so for example we won't have to sight payslips for employees. Bankers won't ask for same information multiple times. Formalised ownership of contact points. Providing tools for bankers such as reporting, scripting and job aids. Also clearly defining ownership of customer contacts will help. It will be quicker due to process improvements, also banker will be better informed and able to set expectations. Banker will call customer with decline, and will be equipped with credit decision information. Research Compare Apply Wait Approve Setup Get Decline Meets the TCX Close to the TCX A way to go to the TCX Nothing like the TCX Should be quicker due to more efficient processes and quality standards. Current customer experience MTP uplift to experience Banker capability uplift plus mandated banker call MTP possible uplift
13. To prompt ideation for everyday banking 13
14. Research Compare I understand my options and feel informed… I'm confident that I’m making the best choice for me, and I understand the impact on my life… …because I've done the groundwork myself using multiple sources, and I could find the relevant information easily. …because I’ve made a shortlist, and compared features that are important to me. How might we help customers only get the information relevant to them? 1 How might we provide information in a way that’s easy for customers to compare? 9 To develop business requirements for calculators
15. So what will it look like next? 15