Designing for
self-service

ABOUT CITIZENS

Citizens delivers a broad range of financial services to over five million 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 via the mobile app which resulted in a significant increase in customer support calls.

OPPORTUNITY

We had an opportunity to reduce call center volume and increase customer satisfaction by crafting an industry-leading self-service feature.

RESPONSE

As the lead designer, I was responsible for:

• Creating user flows and prototypes for user research sessions.
• Conducting an audit of self-services experiences across industry leading mobile apps.
• Conducting user testing to gather feedback on the proposed self-service experience..
• Translating conceptual ideas into highly crafted interactive experiences.
• Sharing early prototypes and mocks with product, researchers, content strategists, and engineering to demonstrate how a particular interaction will work and get feedback on technical feasibility.
• Presenting high-fidelity prototypes and designs to stakeholders across the organization.
• Working closely with engineering to ensure a quality deliverable.

OUTCOME

The project met it's goals:

• Customers are now able to update their contact info within their channel of choice.
• The new designs were also well received by internal stakeholders and align with native mobile app best-practices.

DELIVERABLES

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