Design Team
Bre Walker, Senior Product Designer
Pauline Thach, Product Designer
Margaret Freeman, UX Copywriter
Workshop Attendees
14 attendees that include software engineers, product owners, business analysts, QAS, marketing consultant, scrum master
Deliverables
site maps, client insights from surveys, journey maps, insights from market research, competitive analysis, ideation workshop
KeyBank's online banking platform presents a significant challenge with its disjointed navigation and confusing alerts and notifications management. This lack of centralized control leads to frustration among users, who desire a simpler, more personalized experience. Resolving this challenge is imperative for KeyBank to enhance user satisfaction, streamline communication processes, and uphold its reputation for customer-centricity.
The Challenge
KeyBank clients are having problems finding and managing their alerts and other communication preferences in online banking.
Objectives of the Workshop
- For everyone to walk away with a deeper understanding of our current alerts and notifications experience.
- To identify possible solutions using insights identified in our discovery work and the knowledge from our SMEs.
- To envision a future experience together with our product team
— How might we enable digitally-active clients to easily find and manage their communication preferences?
Navigation Overview
Currently, there is a disjointed experience among the three digital channels (desktop web, mobile app, and mobile web).
On all three channels, there are at least four different entry points for users to manage their banking alerts. The management experience is set up in a way where it's all disconnected in terms of access and hierarchy display. There is inconsistency in labelling and the user flow across the channels which can cause users frustration when using different devices.
Client Insights
We set out on a mission to enhance the online banking experience for KeyBank's clients. To understand their needs and frustrations, we dove deep into UX research.
Our mission was to uncover the insights needed to guide our design decisions and shape a user-centric solution. Through a combination of usability tests, client surveys, and call center feedback analysis, we embarked on a quest to understand user needs, pain points, and preferences.
Through these efforts, we uncovered the following key insights:
- Users find our navigation disjointed and confusing
The lack of a centralized alerts and notifications experience leads clients to not only be confused, but to fail at fully managing their alerts preferences. - Users want the enrollment and management experience simplified
Users expressed dissatisfaction with the inconvenience of updating each alert individually. The lack of global alerts settings and delivery preferences forces clients into more clicks, leading to cognitive overload. - Users want more control and options for their communication preferences
Without more personalization, clients are forced to receive notifications they didn’t sign up for and don’t want. Coupled with inconsistent alert options across products, clients are finding the experience inconsistent and unnecessarily frustrating. - Users want us to set better expectations and define our experience
Not all clients understand what alerts and notifications are. Our experience doesn’t clearly define or distinguish between the two, causing more confusion for clients.
User Journey
Drawing from the user insights gathered during our research, we constructed two insightful journey maps to visualize the online banking experience from different perspectives. The first map traces the journey of a new client during the onboarding process, while the second map explores the experience of a long-time client who hasn't updated their alert preferences.
These maps serve as invaluable tools for understanding user interactions, identifying pain points, and informing strategic improvements to the online banking platform.
.jpg)
.jpg)
Market Research and Best Practices
Going beyond what our own experiences are, we looked through market research to gain a better understanding of how users feel regarding alerts management. From our research findings, we came up with some best practices when envisioning our new alerts and notification experience:
- Let clients personalize their communication preferences
Giving users control over when and where they receive alerts/notifications ensures relationship growth. - Create a centralized destination for communication preferences
Users want decide the types of communication they receive and the channels used to do it. Tying the enrollment and management experiences together is crucial. - Distinguish the difference between alerts and notifications
Consumers see alerts as more essential, urgent and less common, while notifications are seen as more informational in nature, optional and even as marketing. - Organize alerts using intuitive categories
Setting up alerts is complex and can be daunting. With a myriad of options, categorizing them by types makes it easier on our clients. - Educate clients on how they can use alerts to protect their accounts
There are a multitude of alerts clients can choose to stay informed. Providing context empowers clients to make informed decisions on how they’re communicated to.
Competitive Analysis
I conducted a thorough competitive analysis among seven prominent banking competitors. This analysis served as a crucial benchmarking exercise, providing valuable insights into industry trends, best practices, and areas of opportunity. By closely scrutinizing their strategies, we gained a comprehensive understanding of the competitive landscape, empowering us to make strategic recommendations for KeyBank's redesign initiative.
Offer quiet hours, giving consumers even more control and avoiding unintentionally annoying clients.
Users can manage their alerts, notifications, and paperless settings from centralized or connected experiences, affording the user multiple entry points to the experiences.
Alerts are organized and categorized by type such as account activity, security, spending limits, etc.
Education and awareness around what certain alerts are and how they should expect them to work.
The next step in the redesign was bringing stakeholders into the process. To do this, I collaborated with my senior product designer and UX copywriter to plan and facilitate a discovery and ideation workshop. The 14 members of the Digital Client Experience agile squad, including engineers, product owners, line of business partners, business analysts, QAS, a marketing consultant, and the scrum master were the participants.
It's important to bring our stakeholders early in the proess so that we can establish a shared understanding of the current alerts and notifications experience, document business goals, success metrics, and technical constraints, and envision a future state together as an agile team.
SME Knowledge Gathering
To explore and document business and technical goals, gaps in data analytics, and dependencies.
Reverse Brainstorm
To imagine how and in what ways we can utilize our findings to improve the user experience and drive business goals. Generating potential solutions and identifying any unintended consequences.
Guided by design thinking principles, the workshop aimed to harness the diverse perspectives and expertise of our agile team, fostering a culture of creativity, empathy, and strategic planning. As the facilitator, my approach prioritized inclusive participation and encouraged open dialogue, ensuring that each voice contributed to our shared vision of elevating user satisfaction and achieving business goals.
Through comprehensive research, insightful analysis, and a collaborative workshop, we've laid a solid foundation for a transformative redesign. As we transition into the ideation phase, we'll harness the findings and insights gathered thus far to generate creative solutions that prioritize user satisfaction and align with business objectives. Moving forward, we'll continue to engage our partners, iterate on our ideas, and ensure that our designs are not only feasible and viable but also desirable for our users.
.png)
