Project: Autopay
Context: Auto-pay is a feature that allows customers to set up recurring payments on a schedule.
The problem: Customers are struggling to find the entry point to creating auto-payments. There currently is only one at the end of a regular payment flow, so we must identify other areas where we can add the feature.
Business goals: Increase entry point visibility, to increase customer satisfaction (CSAT). We would also like to increase enrollment for this feature, as only 8% of total customers are enrolled.
Design goals: Design a holistic and seamless experience and increase visibility of the feature, and increase customer enrollment.
What we did:
I initially scoped our project needs and enlisted research needs, and a ux architect to help evaluate the end to end experience of our customer’s autopay journey before putting down pixels on screens. We also synthesized direct customer feedback taken from Qualtrics. We then pinpointed where we could have additional entry points, but recognized that it would impact other teams’ spaces, so we collaborated and worked with them on a solution, and started putting ideas down. Every few rounds of conceptual designs would be socialized, in design forums, meetings with stakeholders, and a11y. When we felt like we were comfortable with our designs and flows, we ran it through userzoom testing for direct customer validation and feedback, which then went through exhaustive rounds of changes, but we made great progress because we were truly listening to our end user, updating and adapting designs based on physical data. I had to be a good problem solver, very observant, great at listening, and be a great collaborater, especially since this affects our business stakeholders in customer retention.
Outcomes:
We designed holistically, with partners, using data from over 300 test participants over 25 different tests, we designed not only more visible entry points, we reduced the pain points of our customers and increased enrollment by 38% (data from customers enrolled in at least 1 autopay bill) as of October 2024. As a team, we were commended by the organization for our execution of the end-to-end autopay work. We also received the 2024 Illumi Human Insight to Action award by the UserTesting company for our extensive research efforts in elevating our customer experience. We also utilized our organization’s lawyers to file an received the design patent for this Autopay work.