client
Westpac
PROJECT TIMELINE
3 weeks
PLATFORMs
Mobile banking app (iOS)
DELIVERABLES
UX Research, UI Screens, and prototype
Project Outline
With Buy Now, Pay Later options on the rise, millenials are opting for interest free payment schemes over traditional Credit Card options. Part of Westpac's 'Moments of Truth' strategic plan looks at improving their credit product offering in light of these trends.
Westpac's identified key areas for improvement fell between two customer journey's, Auto-pay features and Account Maintenance i.e. Managing Additonal Cardholders. The latter is what my team focused on.
My role in the project
Customer Journey Mapping, Personas, User interviews, Service safari (Commbank), Several rounds of usability testing (moderated with Maze), Research synthesis, Competitor analysis, Desktop research, Survey questions and workshop participation at every divergent stage of the project.
Discover
Problem Statement
Primary and Additional Card Holders (PCH and ACH)
Westpac credit card customers feel frustrated by the inability to self-manage the Primary and Additional Card Holders online due to a lack of web functionality and information, facing obstacles of poor customer service and/or long wait times when calling the bank or visiting a branch to receive answers.
Research Methods
Key insights | WESTPAC DATA
Customer verbatim and chatbot data
Managing Primary and Additional Card Holder
ACH customers are unable to view or claim reward points
Reporting a lost ACH card compromises the entire account (resulting in cancellation)
Customers want more granular control over the ACH service capabilties
Non-Westpac customers are facing a slower process (Westpac customers can easily be added online)
Can't update PIN online
General Banking Insights
Lack of transparency in regards to credit card ticketed requests
Customers unaware of new cards being issued causing embarassment (card declined becuase of an expired card)
CSR are having to educate customers on process
Various customers are unable to activate their cards (not being notified of a new card being issued on time)
Difficult to understand the process of adding a ACH, requires phoning in or branch visit
The laborious process to cancel
We conducted service safaris hoping to uncover pain points as well as compare amongst the differnt banks. In summary, Westpac scored points on friendly customer service however it wasn’t clear how to add an additional card holder in the mobile app resulting in having to call in.
Survey Insights
OUT OF 77 RESPONDENTS
37% of respondents are between the ages of 31-40
27.8% have applied for a new credit card in the past 12 months
Most favoured credit card features are reward points and low fees
52% have an Additional Account Holder (ACH) on a credit card
13.3% of repayment is as a joint responsibility and 63.3% of repayment done by PCH
Interview Insights
16 INTERVIEWEES - 1:1
Managing Primary Card Holder / Additional Card Holder
ACH customers are unable to view or claim reward points
When an ACH reports a lost ACH card it closes the entire account (a new credit card number must be issued)
Customers want more granular control over the ACH service capabilities. e.g. spending limits, transaction filtering
Non-Westpac customers are facing a slower process (Westpac customers can easily be added online)
Finding information regarding the PCH/ACH process is difficult
General Banking insights
Customers are using their cards for every day-to-day transaction as well as for bills, to maximum rewards points
Customers who are looking to collect rewards points efficiently are paying their monthly balance off in full to avoid interest.
Customers are adding Additional Card Holders to their CC accounts when they enter significant milestones in life e.g. creating a joint account, moving in with partner or mortgage
Key Interivew
Quotes
"I put everything on the credit cards – for example bills, coffee, groceries, day to day transactions and pay it full each month"
"I want to be able to manage the card account (or at least get things started) and have access to its benefits if I’m on it, otherwise what’s the point?”
"I decided to be an ACH simply for ease of monitoring spending all on one account"
"When it goes wrong, it sort of seems to go really wrong. And there's no avenue to quickly
fix it.”
"They didn't make the process of claiming rewards easy"
"Westpac is the least user friendly compared to other banks"
Problem Statement Pivot
Westpac credit card customers feel frustrated by the inability to self-manage the Primary and Additional Card Holders online due to a lack of web functionality and information, facing obstacles of poor customer service and/or long wait times when calling the bank or visiting a branch to receive answers.
Define
Unpacking Westpac verbatim data and matching with our interview findings
Personas
Persona 1: Additional Card Holder
Persona 2: Primary Card Holder
Customer Journey Map
Additional Account Holder
Primary Account Holder
How Might We?
How might we increase the PCH and ACH's ability to self-manage the same credit card account and increase parity between them?
Develop
Ideation Workshop
Generating creative solutions for our HMW statements.
Workshop session overview
The session was run in 3 stages with the client’s input for feasability. Initial ideas were organised by groundedness. The client then chose the top 2 ideas.
Crazy 8s ( Rapid brainstorming with 1 min. per idea)
Client (Westpac) selected top 2 ideas to add to the pyramid
MVP (mapped out desirable and viable ideas)
MVP
Generating creative solutions for our HMW statements.
Matching MVP to pain points
User Flow
Deliver
Wireframes
Low-Mid Fidelity Prototypes
Usability Testing (moderated)
15 participants tested the low/mid fidelity prototype (via Zoom+LOOKBACK.IO)
Primary Card Holder Managing Additional Card Holder PERMISSIONS
Approving Georgia's request to access rewards points
Suspending the additional card
Complexity of user flow and ease of use
Results
86.7% of testers said that the number of steps required to approve Georgia's request to access rewards was easy
60% of testers said that there were a few too many steps required to suspend the card
80% of testers said that the actual flow of steps required to suspend Georgia's card was clear
additional card holder requesting acccesS TO REWARDS
Georgia requesting access to allow rewards points redemption
Complexity of user flow and ease of use
Results
60% of testers said that the number of steps required to request access to rewards was easy
66% of testers said that the logical flow of steps to request access was clear
93% of testers were aware of the purpose of requesting rewards points as they navigated the app
"A notification should come up saying that someone has requested access"
"There needs to be an alert for the user to know that they have a pending request"
High-Fidelity Prototype
Usability Testing (Unmoderated + Moderated)
6 Garretts tested the high fidelity prototype (on Maze and via Zoom)
66.7% of Garretts had a direct success rate in accessing the adjustments they made to their account in their inbox
100% of Garretts had a direct success rate in navigating to the profile section of the app to edit the account limitations for the ACH
100% of Garretts had a direct success rate in 'approving access' for the ACH to access rewards
"It was all straight forward and clear"
Next Steps
Short Term (6-12 months)
Further development of the 'toggle' function for account access / privileges
Chart showing transactions of the ACH
Create a notification system to show the process of a transaction or a request being made
Increase layer of security and difficulty of approving access/ cancelling cards
Notify the PCH when spending goes over a certain amount
Incorporate the current Westpac forms for allowing Power of Attorney into the PCH/ACH prototype
Medium Term (12-24 months)
Further research on communication between the banker/service rep to solve customer problem
Visual chart to show spending and rewards patterns of ACH and PCH
System to allow amending spend limit for ACH
Rewards for the PCH and ACH when sticking to a set budget
Long Term (2-3 years)
Allow PCH to provide different levels of access for the ACH
Option to put temporary block on ACH rather than having to remove them completely
A temporary admin mode on the card for ACH
Feedback & Quotes
"The Additional Card Holder presentation was excellent - you really nailed the part around how we can enable functionality while focusing on managing consent between the Primary and Additional Card Holders."
- Kara Densby (Westpac Client, Service Owner), December 2021
"This was fantastic work - all of you should be so proud and pumped. Excellent job! Thank you, thank you, thank you!"
- Samantha Thomas (Westpac Client, Senior Product Manager), December 2021