Can we ask you a few questions...
The Problem
Due to the bank's recent rapid growth, it was subject to updated scrutiny to protect its members, as well as the bank's investments. This resulted in us needing to ask additional information of our members on many existing accounts.
The Solution
Alert the member via multiple channels that there is a need for them to update certain data about their account usage. Provide the ability to complete now or to be reminded later. Ask the required questions in an approachable tone and voice, with explanations as to why they're being asked potentially invasive questions.
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Strategy
We had seen how a carefully timed digital detour had worked with major success, however now we were requiring our members to answer some unexpectedly invasive questions instead of simply providing an electronic signature. This called for us to first conduct member interviews, draft prototypes, and then put those prototypes to the test in usability sessions.
Implemented Process Methods
Competitive Research | Research Strategy & Script Writing | User Interviews & Facilitation | Data Capture & Synthesis | Hypothesis | Desktop & Mobile Wireframing | HiFi Design Build + Accessibility Accommodation
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The Result
From the synthesis of the interviews and usability sessions, we were able to combine the insights gained in order to influence the content and alert schedule to notify members of our request. The convenience and tone of voice that members told us they would best respond to, ended up being just what was used throughout the member-facing experience, as well as scripts utilized by our phone representatives helping members who call in.
And like the signature card project previously, our efforts in effect brought innumerable accounts back into a positive status, and our bank into a more compliant state.
Problem Statement
Due to modern anti-money laundering laws, we need to update certain accounts whose members haven't answered questions on how they plan to use them.
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How do we conveniently, yet urgently guide these members to answer those potentially invasive questions?
Usability Research
Following member interviews, we built a prototype to test with five participants.
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The sessions were in-person to allow easy discussions with local members, as they walked through our scenarios. The feedback received was honest and candid.
Research Insights
Once synthesized, the usability data allowed us to extract six main insights from the twelve themes.
Design Iteration
With our data synthesized, we realized we could approach this problem with a similar approach as we did with previous projects that centered around urgent member communication.
Launch
The approach to urge members to answer newly required questions was to have the app notify them, while being clear in our language, and giving them the option to complete it later—until the deadline closed after 90 days of increased notifications and they were ultimately forced to upon logging in to the app.
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Seen here are the design aspects with their matching insights from the slide above.
Notifications alerted members to answer new required questions
The ability to be reminded later gave members control to complete on their own time
USAA remained in compliance with federal regulations
Members expressed contentment with updating their account quickly and easily
