Work
Journey Map / Design Research / UI Design / Usability Testing
Timeline
October 2020 – November 2020
Tools
Adobe XD
Apply a new method to a traditional business
Team
Worked directly with 3 developers and a product manager.
Background
OTT App is designed for our users to open and manage their financial accounts.
The company launched a user refer campaign back in September 2020: Receive a $200 bonus once a new user signs up for an OTT app account to encourage new customers to use the app. However, it did not boost new registration significantly.
Identify problems
The old process was:
Step 1: Financial advisor sent a link to the client for them to set up a personal account on our web platform.
Step 2: Client signed up account on our web platform.
Step 3: Financial advisor got client info and filled the referral form.
Step 4: The client needed to sign up on the OTT app to qualify for the $200 bonus.
(Sign up info needed to match info on web platform)
Step 5: Dev team manually reviewed registration info, and send bonus money to the financial advisor and client.
Step 6: Client could repeat this process to another client to obtain referral $200 money.
Client could repeat this process to another client to obtain referral $200 money…
After gathering clients’ feedbacks from the customer service. I found out that most clients felt confused about the many steps and sign up two times on both web platform and app. The long sign up process made our investment advisor feel not confident to promote the campaign.
I listed 4 pain points needed to be redesigned:
- The entire referral process was too complicated, back and forth among different roles
- There was no need for two sign-up since both were asking customers the same information (names, phone numbers, and email addresses)
- Needed to find a new method to replace sending links.
Solution: QR Code
After consulting with project manager and dev team. I thought the best way was to use QR code as a solution to simplify the referral process and reduce back and forth among the many different roles
QR code is popular as a payment method among Chinese communities like Alipay and WeChat Pay. It is easy to use and secure. QR Codes can do more than making payment.
Using QR codes can identify different financial advisors. The new method generates an image that contained the financial advisor’s special tracking QR code and shared it with the clients. Meanwhile, we removed the sign-up process on the web platform therefore customers only need to provide their information on the app when they sign up.
So no need to sign up 2 times and no need to filled any form. Just 1 tap to generate an image and send it to other people. Also, the new user flow did not include the dev team, the backend can do all works atomically instead of the dev team manually review everything. Hence to improve process efficiency significantly.
Outcome
After this revision launched in late November 2020, new sign-ups have increased by 200% on the first weekend, and user complaint phone calls dropped 30%.
The App can be downloaded below:
There are more interesting projects I did. Feel free to contact me for more details:
