E-Delivery Redesign

The Opportunity
Process
Deliverables
What's Next?

The

Opportunity

The product team was ramping up to offer more document types to be made available for e-delivery viewing. This would have downstream effects, including the paperless enrollment experience. Product’s original ask was just to add these new documents types to the existing paperless enrollment flow.

But I uncovered a bigger opportunity for a redesign that would not only enhance the experience for frustrated users but ultimately influence and expedite a business KPI to save six-figures in printing costs by increasing user enrollment and adoption of e-delivery.

The Hunch

While auditing the current state experience, it became clear from a basic heuristic level there was an opportunity to make this flow more usable.

Since no document type is listed, it makes the “Delivery Method” column confusing

The edit button and stepper flow structure hinder flexibility and ease of use

Hiding accounts in accordions & not differentiating spatially between eligible and ineligible accounts could cause confusion and frustration

Review screen structure of stepper flow relies too much on user recall.

This flow enrolls any user selections into paperless delivery, but that is not explicit or obvious in any of the language.

Click through the original flow

Validating the Hunch

I was then able to validate some of this hypothesis by looking through our repository of user submitted feedback and finding more evidence that the experience was lacking clarity and causing frustration.

"Am I paperless or not? I think I set to go paperless but not sure. Very confusing compared to other sites."

"How do you I get you to stop sending me transaction reports by snail mail? I only want to receive my quarterly reports by snail mail."

"Trying to go paperless for all of my accounts, including my investment account ending in x1234, to no avail."

Process

With a time-boxed runway limiting our ability to dive into deeper discovery work, utilizing desk research to audit the existing flow, comb through existing user feedback and looking to our competitors for patterns in industry standards was a great launching off point that would help to quickly determine;

How complex was our Account hierarchy comparatively?

Which language is most
clear & actionable?

What flow structure was most expected for users?

Insights

Client’s hierarchical pattern of Account Type > Account > Document Type was unique in the industry and would add complexity to a selection table.

For a flow that only allows users to action on which accounts they want to go paperless, the language should be consistent & reflect that.

Allowing for immediate customization on the settings landing page, in one place, was the industry standard over a stepper flow.

Dive Deeper into Documentation

Innovation through Collaboration

The feedback cycles for this initiative were numerous and lengthy with all of the stakeholders involved and continuous moving targets for tech constraints and requirements as a result.

I worked with two Product Owners on this initiative and had to juggle their differing opinions and pressure they faced from senior management whose man concerns were to make it easy and visible for users to opt in all of their accounts to paperless delivery in one click.

This led to lots of great opportunities on UX education and collaboration but ultimately enabled us to innovate a double pronged solution by designing a one-click enrollment modal we could deploy anywhere on the site to capture more user adoption.

Deliverables

The final designs that shipped to development consisted of three flows that worked together to satisfy the user, product and business goals.

Customize Flow

This is for the user who needs or wants to customize the accounts they are opting in from the Paperless Preferences page.

View the prototype

Card Flow

While users on the settings page could select all their accounts with one click through the table, product wanted a more marketable visible secondary one-click option on this page that would to help push adoption.

View the prototype

Modal Flow

While users on the settings page could select all their accounts with one click through the table, product wanted a more marketable visible secondary option to help push adoption.

View the prototype

What's Next?

While I am confident in the success of this redesign, it was truly only a launching pad into its next phase and could be strategically honed as it deploys to further ensure the success of its business goal and user satisfaction.

Before I left the engagement, the below were in progress in next steps to ensure it’s success.

Discovery

Analytics

Onboarding

Opportunity for a discovery session to better define target users groups and understand challenges they face, why they have not opted in and where the business can be most impactful with adoptions.

Set-up analytics tagging to measure success of the redesign

A look at the current onboarding process, its strengths, areas for opportunity and where paperless enrollment can fit in to solve the adoption issue from the source for future users.

Going Green & Saving Green: E-delivery Redesign

Fortune 500 Financial Company

Overview

What I Did

CLIENT

Fortune 500 Financial Company

TIMELINE

4 Months

PLATFORM

Responsive Web

ROLE

UX/UI Design, UX Research, Interaction Design

Opportunity

Process

Deliverables

What's Next?