Streamlining Account Onboarding
Streamlining Account Onboarding
Streamlined superannuation onboarding, cutting friction by 67%, improving access speed, and enhancing dashboard usability.
Streamlined superannuation onboarding, cutting friction by 67%, improving access speed, and enhancing dashboard usability.
Overview
Overview
Disclaimer: Some details and images have been omitted or abstracted to protect client privacy. Any recreated images feature abstracted elements to ensure confidentiality!
Disclaimer: Some details and images have been omitted or abstracted to protect client privacy. Any recreated images feature abstracted elements to ensure confidentiality!
Project
Project
Simplify superannuation onboarding for a financial services company.
Simplify superannuation onboarding for a financial services company.
Focus/Target Users
Focus/Target Users
Superannuation accounts (majority of company’s openings).
Superannuation accounts (majority of company’s openings).
Goals
Goals
Streamline account opening and onboarding for faster access.
Decrease customer complaints and confusion around the status of account applications.
Key Issues Identified in the User Journey
Key Issues Identified in the User Journey
Browse & Compare Stage
Browse & Compare Stage
Website Clutter
Website Clutter
55% of users found the website difficult to navigate.
55% of users found the website difficult to navigate.
Slow Navigation
Slow Navigation
Users took 20x longer to find the superannuation application form.
Users took 20x longer to find the superannuation application form.
High Friction
High Friction
The friction score was 900% higher compared to competitors.
The friction score was 900% higher compared to competitors.
Apply & Onboard Stage
Apply & Onboard Stage
Delayed Access
Delayed Access
Users faced a multi-day wait to register for online login after opening a superannuation account.
Users faced a multi-day wait to register for online login after opening a superannuation account.
Low Engagement
Low Engagement
50% of superannuation customers never logged into their account after opening it.
50% of superannuation customers never logged into their account after opening it.
Customer Journey Map (As-Is)
Customer Journey Map (As-Is)
This journey map is informed by a combination of user research methods, including customer surveys, usability testing, website analytics, and feedback from customer support interactions. All quotes have been paraphrased or revised to ensure anonymity and protect identifiable information of both customers and the company.
This journey map is informed by a combination of user research methods, including customer surveys, usability testing, website analytics, and feedback from customer support interactions. All quotes have been paraphrased or revised to ensure anonymity and protect identifiable information of both customers and the company.
Steps We Took
Steps We Took
Data Analysis
Data Analysis
Reviewed customer feedback and industry benchmarks.
Reviewed customer feedback and industry benchmarks.
Wireframes & Flows
Wireframes & Flows
Redesigned the product page and onboarding process.
Redesigned the product page and onboarding process.
Streamlined Registration
Streamlined Registration
Merged account registration with the application process.
Merged account registration with the application process.
Team Collaboration
Team Collaboration
Worked with the development team for smooth execution.
Worked with the development team for smooth execution.
Results
Results
67% Friction Reduction
67% Friction Reduction
Merged account registration with the application to streamline the process.
Merged account registration with the application to streamline the process.
Faster Onboarding
Faster Onboarding
Enabled faster access, reduced support calls, and increased engagement.
Enabled faster access, reduced support calls, and increased engagement.
Improved Dashboard
Improved Dashboard
Updated to show account status and can resume applications easily.
Updated to show account status and can resume applications easily.
Better User Experience
Better User Experience
Led to increased portal adoption and a significant drop in complaints.
Led to increased portal adoption and a significant drop in complaints.
User Flow Diagrams
User Flow Diagrams
Learnings & Next Steps
Learnings & Next Steps
Learnings:
Achieving a minimum of WCAG 2.1 AA compliance ensured an inclusive and accessible experience, but required a significant overhaul of design system components and assets, which extended the project timeline.
Simplifying the user journey and emphasising a clear value proposition is crucial.
Addressing key pain points reduced contact centre calls and improved satisfaction.
Next Steps:
Monitor the journey and make iterative improvements based on feedback.
Continue refining superannuation product entry points.
Explore new features to enhance portal experience and increase engagement.
Learnings:
Achieving a minimum of WCAG 2.1 AA compliance ensured an inclusive and accessible experience, but required a significant overhaul of design system components and assets, which extended the project timeline.
Simplifying the user journey and emphasising a clear value proposition is crucial.
Addressing key pain points reduced contact centre calls and improved satisfaction.
Next Steps:
Monitor the journey and make iterative improvements based on feedback.
Continue refining superannuation product entry points.
Explore new features to enhance portal experience and increase engagement.
