Project Intro

Panorama is a part of a mobile banking app where we seek to engage users with financial evaluation and guidance. Panorama is an adviser tool used in meetings; the in-app version should be simplified so any user can understand it.

MVP part of the bigger project scope was aimed at a quick adoptation of new mobile banking app feature to our current mobile bank application.

My Role

I was the senior UX designer co-owning UX and UI design and owning the research. I worked alongside the product managers, other designers, and business analysts.

Streamlining Information architecture

Panorama starting point:

Lack of clarity and guidance. Page presents many interaction points: video, six cards, text block that clarifies When is Panorama relevant for you. No clear starting point
High cognitive load. Customers need to click into each card and read to understand content and evaluate how it relates to their situation.
Lack of information scent for next action. Anonymous read more button tells very little why customers should proceed.

Fragmented Information architecture

Starting point: same CTA on landing page and in each detail page. It signaled that each card is individual evaluation.

This signalled that users do not seek detailed information prior to booking a meeting. The result of this was an increase in leads, as well as an increase in low-quality leads.

The goal was to present Panorama as a holistic evaluation of the customer’s financial situation. Individual cards were breaking that impression.

Simplified IA

Design decision: single page landing. Cards as non interactive lists that give overview but do not require active pogo-sticking to discover content. Single call to action

Increasing content discoverability

Content discoverability in cards was at 19% for Buffer and even lower for other cards. Adobe analytics revealed that customers were not interacting with individual cards. This signalled that they might be booking the meeting without fully understanding the concept. Consequence: increased leads, but low quality.
Personalised card walkthrough as a way to guide customers to view cards individually, we will have opportunity to better unfold value of each card and create opportunity for personalisation and relevance.
From pogo-sticking to scanning I redesigned Advice cards as static list items for quick scanning. Customers could view video and engage with further information beyond primary call to action.

Single action oriented call to action

“Get your preview” action oriented, hinting towards personalised experience, would take deeper into the health check good advice cards.

Increasing engagement with content cards

Considering low content discoverability in individual cards, I proposed a walkthrough feature to show personalised financial messaging to further peak interest and discover the value of Panorama health check.

Provide value before commitment Goal: personalise messages according customers’ financial situation so we provide value as early as possible.

Outcome

Increased attention to what we measure

At the start of the project, we had very simple metrics. No one could tell how many low-quality leads were coming in. As a designer who raised the metric for # of low-quality leads, I increased dialogue about how this should be measured for future project success.