Enhance User Experience for Money Movement, Transactions, & Investments for Mobile Customer Journey

Transact 2.0 + Journey Integration Account Awareness

The Mobile Transactions + Customer Journey Experience Re-imagined

With the growth in mobile app adoption, the business needed to focus on transactions and solve two critical issues surrounding customer purchases and deposits. Research and Data analysis found these to be significant points for customers' confusion and increased costs for the business. Identifying areas of improvement led us to the endeavor of reimaging the flow of transactions on mobile. How do we improve the customer experience, making it easier to initiate transactions, deposit funds into the correct accounts, and make purchases of equities? 

Clarity of Design & Access

Enhance User Experience for
Money Movement, Transactions, & Investments

The current state of the mobile app's money movement and transaction flows poses significant challenges for customers. The need for clear instructions and rules is making it increasingly more difficult for users to move money between accounts or from external banks into their investment accounts. Moreover, the app's transaction process is overly complicated and time-consuming, with too many different transaction flows, resulting in customers needing more intuitive and easy-to-use features. As a result, users are facing multiple pain points in the mobile app transaction flow, leading to unsuccessful completions.

Example of mobile app transact landing screen. 

Further complicating the matter, customers need help navigating the mobile app's layout and design. Specifically, locating specific features, such as contributing to their IRAs, which are often hidden or located below the fold, is challenging. Additionally, there needs to be more clarity around the differences between a contribution and a deposit, confusing some app areas.

The primary goal is to improve the mobile app's user experience by providing clarity, ease of use, and accessibility to key features. Achieving parity between the web and mobile platforms is essential, as some features on the web are not easily accessible on mobile. Navigation and wayfinding issues also make some features challenging, depending on where a user is on the app. Therefore, the focus is on enhancing the mobile app's overall user experience to ensure seamless money movement and customer transaction flows.

Example of existing transaction page on website. Numbers identify areas of parity work between web and mobile.

Simplified Mobile App Experience 

Improved Accessibility and Usability of Mobile Apps for Transact and Investment Platform Users.

The goal is to enhance the existing mobile transact landing screen by addressing usability and findability issues while improving the customer experience.

We needed to consider how we could improve the screen's overall layout to make it easier for users to find what they want. We also need to provide inline context around transacting actions. We aim to redesign and transform the transact landing screen into a centralized hub that allows customers to make and manage transactions while accessing various features and tasks related to their accounts, transaction types, and interactions from a single location.

To achieve this, we worked with research and data analytics to devise a customer-centric strategy. We used segmentation to group items with relevant content on the page. We defined distinct sections for Trade/Transact, Move Money, IRA Contribution, Account Activity, and Additional Options for features not specific to transactions. We also identified the most frequently requested but hidden features, making them more accessible, such as mobile checks or fund transfers between accounts. We used iconography to visually identify each feature, making it easier and quicker for customers to find what they need and reducing the cognitive load on users.

Our ultimate goal was to make the new process more intuitive and build systems that assist customers in making a choice. By doing so, the backend systems can intuitively understand based on customer selection and correctly guide them through the actions, reducing errors and lowering overall costs for the business.

Example of redesign transacts landing POC. Display two mental models single one screen vs. breakout across tabs into customer intents. Color shading indicates areas of greatest change or new features brought to the surface. 

Improved Customer Transact Completion 

Surface Hidden Features, Improve Navigation and Enhance Self-Service Options for Customer Benefit.

The new design of the Transact Landing screen has made it simpler for customers to complete their tasks. It has centralized all transactions-related features, including activity history, investment options, and links for easy navigation. By making these features more accessible, it aims to improve self-service capabilities and reduce customer care calls related to finding information.

The redesign allows customers to move money between like accounts on mobile, access mobile checks, and search for equity symbols to get real-time quotes with the option to buy/sell. It also makes searching for stocks by symbol or name easier, moving money from external accounts into investment accounts, and accessing transparent information about contributions and rollovers.

The new design has been well-received by customers, who appreciate its simplicity and clarity. They find it easier to navigate and complete their tasks. It also reduces customer care calls by providing self-serve options. The modular design allows adding or removing features to accommodate backend functionality updates.

We've made significant strides in improving transaction completion by surfacing hidden features, streamlining navigation, and empowering customers with self-service options. With these advancements, the customers will have a more seamless and efficient experience.

Project Detials

Transact 2.0 + Journey Integration Account Awareness
Strategy, including Experience in Product Design, Information Architecture, Interaction Design HCD Creative Direction, Product Visioning, Project Roadmap Planning


PROJECT CASE STUDY

Vanguard

Enhance User Experience for
Money Movement, Transactions, & Investments for Mobile Customer Journey

Vanguard

In-App Solution for Upcoming Appointments to Enhanced Advised Customer's Experience on Mobile

State Farm

Agent Engagement Platform for In-depth Household View for Improved Customer Relationship Management

NissanConnect

Global Automobile Manufacturer launched a new integrated bridge platform to enable vehicle management at a household level.

SiriusXM

Personal Information Systems Subscription Management & Tracking with New Customer Profiles & Settings

SiriusXM

Increase in-car conversions with voice selection.