Designing for
self-service

ABOUT

Citizens delivers a broad range of financial services to millions of individuals, companies, non-profits, and institutions.

KEY ACTIVITIES

01. Conduct competitor research / document best-practices.

02. Create prototypes to validate ideas and conduct user testing.

03. Drive design from wireframes to polished visual designs.

PROBLEM

Customers did not have the ability to update their contact info within the mobile app which resulted in a significant increase in customer support calls.

OPPORTUNITY

Reduce call center volume and increase customer satisfaction by crafting an industry-leading self-service experience.

RESPONSE

As the lead designer, I was responsible for:

• Conducting an audit of self-service experiences across industry leading mobile apps.
• Creating prototypes for user testing.
• Conducting user testing to gather feedback on the proposed self-service experience.
• Sharing high-fidelity prototypes and designs to stakeholders across the organization to demonstrate how a particular interaction will work and get feedback on technical feasibility.
• Working closely with engineering and QA to ensure a quality deliverable.

OUTCOME

The project met it's goals:

• Customers are now able to update their contact info within the mobile app.
• NPS scores increased by 2pts+ and support calls decreased by 5%- (YOY).

DELIVERABLES

• User flows
• Competitor review / analysis
• Visual designs
• Prototypes for user research and cross-functional alignment