Axos Bank Guided Selling

Simple and efficient! A bank product selection tool that recommends the best products tailored to customers needs.


My Role

  • Lead UX Designer and Researcher

Skills

  • UX Design
  • UX Research
  • User Personas
  • User Flows
  • Wireframes
  • Prototyping
  • Usability Testing
  • Responsive Design

The Challenge


Many people have had trouble deciding which type of bank accounts to open. Axos Bank is seeking to create a simple and personalized guided selling tool to recommend the right bank product for users.


What has been done..

When I took on the project, my stakeholders wanted to build a tool similar to that of Regions Bank, but with a more personal and simple feel to it. I looked around and found that Intuit also had something similar in recommending products, but it was too short and doesn't fit well with banking. These were 2 great tools but I wanted to create something different for the Axos brand.



Regions Bank

Intuit Turbo Tax

Research and Needs

Next, I analyzed the different Axos bank products in order to discover the target audience of each product. I also looked into articles about guided selling products and best practices on converting users through the process. I then came up with a list of user needs from my research.


  • Personal feel
  • Relatable questions
  • Is this trustworthy
  • Not time consuming
  • Simple UI and layout
  • Don't waste their time

Personas

After discovering some needs and understanding the products more. I created user personas to have a better idea of our target audience for this tool.



User Flow

After multiple meetings with the Product manager and other stakeholders I created a simple user flow to show the questions users will take under each path to reach a certain product.



Design Decisions

Next, I combined both the business needs and user needs and made a list of things to keep in mind when designing the tool.


  • How to make it personalized feel throughout
  • Simple Layout
  • Information Hierarchy and layout
  • Visual appeal
  • Time tracker
  • Help options when needed
  • Why we recommend certain products
  • Interactive tool

Sketches & Mockups


Prototype and Usability Test

I used Invision to make an interactive prototype to conduct a usability test with 7 participants. The goals of the test were to see if the tool was easy to use, the overall user experience, and to see if users will convert. I used qualitative metrics like identifying pain points, concerns, and recommendations. I also used quantitative metrics like having a satisfaction questionnaire rating, and survey to rate severity of problems encountered.




Pros

  • Loved why we recommend certain products
  • Progress bar on top wasn't too long
  • Felt that icons made it more visually appealing
  • Liked simple Layout
  • Overall Tool was great and easy to use

Cons

  • Some Questions weren't clear
  • Last page isn't rewarding enough after using the tool
  • Interface on last page confusing
  • Can't differentiate between accounts
  • Few icons and buttons didn't match

Feedback and Changes

The feedback from the usability test was a success. Over 80% of participants converted in the end. They loved the personalized feel to it by recommending product based on what they chose and displayed those answers in the end. The experience was great, but the interface look had to be improved. The biggest problem was the last page, adding more visual appealing to it so that it pops out more. I made a few iterations and then decided to use a box and add in an icon to make it look better.



Old

New

Looking Ahead

There were also other design considerations to look over and I have updated changes to the design and have presented the final design to the Cheif Digital Officer and other stakeholders. The guided selling tool is now with the development team and will be developed and become a major tool for Axos Bank and their customers.

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