Context

For this project, the goal was to reduce the volume of customer service calls for transfer errors. Customers were calling in to have their money transfer changed to be a transfer out of their account. Because of the way that the flows were set up, some customers would accidentally set up a transfer into their account instead of out. Making that switch was hard for customer service depending on when they get the call. It was a frustrating experience for everyone involved.

Role

I worked on the designs with guidance with my manager. Throughout this project I got to work on the following:

• Work with a UX researcher to set up an unmoderated test. My contribution was to create different designs for unmoderated testing.

• I learned more of the intricacies that go into unmoderated testing: from deciding who to test and setting goals of testing, to giving feedback to the UX researcher on the script.

Assumptions

The assumption was that customers, who I’ll refer to as users, were going to the wrong page for transferring money out of their account because:

• Users were confusing the pages for transferring money in and out of the account because they looked too similar.

• The default front page was the “transfer money in” page. So, when users land on that page, they assumed they were on the right page.

Testing

A new landing page solution was explored because it was the simplest option that could be implemented. From my experience, I learned that making a front end solution was easier and faster than solutions which involved making changes to the backend. That being said, I also have to be careful not to make design decisions that lean too much processing and logic on the front end.

The 3 following designs were put up for unmoderated testing.

First Design: Live Site Design

This version duplicated the live site. We used this to compare the success of the proposed designs.

Second Design: Vertical Design

This proposed design had a similar format to the live site. The main difference was that the user had to choose different types of transfers (i.e. deposit, withdraw, and internal transfer) as opposed to different ways to deposit money into the account.

Third Design: Horizontal Design

This alternative proposed design had the same content as the second design but in a different orientation. We wanted to see if it would make a significant difference.

The test was conducted in the following way:

• Users were presented one of the 3 designs.

• They were prompted with the following:“You need to cover bills that are due now. Where would you click on this screen to send $5,000 from your TD Ameritrade account to your bank account?”

• Their decisions were timed and clicks were recorded.

Findings

As shown in the results below, the new proposed designs performed better than the live site design.

First Design: Live Site Design

Second: Vertical

Third Design: Horizontal