Paperless Enrollment
Paperless Settings lives under Citi Document Center, a place where encourages our customer to opt out of paper and go digital. By enrolling in Paperless Statements and E-Communications, customer agree to receive their statements and some legal notices in electronic format.
My role
UX designer
Duration
6 months
Time
2017 - 2018
Platform
Responsible Web browser. iOS. Android
Project Overview
In an effort to have 80% of card members as paperless by 2020, Citi is working to enhance digital experiences, make changes to the paper statement, as well as develop communication strategies to encourage customers to enroll in digital statements and documents. It is a good way to save money through paperless banking, and the chance to take advantage of a good PR opportunity from business prospective.
Background
Paperless Settings use to belong to the journey of Account Management before the Site IA Shift from container team in 2017. The initial ask from product team is to design an inline email edit solution within the enrollment, since we saw a high drop rate where user try to set up their email address in profile journey and have not been directed back. Along the design process, I had worked closely with our product lead to define project scope, design container team to explore potential entry for paperless setting, and with strategist to discover user pain point and learn about their user flows.
Personas
As an initial phase, our third research partner conducted a survey to understand customer habits. Many respondents in the quantitative survey felt digital could address their functional needs. However, in reading the open-ended responses it became evident that conversion is more complicated than functionally-driven features (i.e. using the paper statement as a reminder). Therefore, digital solutions need to account for the behavioral and emotional customer lenses as well. Following with qualitative In-Depth Interviews to dive deeper into customer behaviors and emotions. This qualitative perspective helped us map the behaviors and identify key emotional attachments. Based on these interviews, four distinct personas emerged that convey the distinct behaviors and emotional needs for a paperless statement.
Target customer
In order to identify the project scope and focus, I collaborated with our strategy team to gain a deeper understanding of customer’s behaviors and emotions and the “why” behind having a paper vs. paperless credit card statement. As well as get customer’s perspectives and input for planned enhancements and changes that drive to digital. From the research we have learned functionally, a digital statement can respond to many of a customer’s attachments to paper statement.
The identified target are customers who feels remembering to sign up for paperless is just “one more thing” on the to do list. These people have simply not taken the steps necessary to convert their account.
Pain Points
Solutions
After target audience have been defined, my major focus shifted to discover and understand the user pain points for enrolling in paperless on our platform today. Major issues were found as listed below:
Redirect user to profile journey for email edit
Lack of support for paperless settings
Fail to communicate current statement delivery status
Confusion for bad status accounts
No payment alert to notify user about the upcoming due
Simplify paperless enrollment journey with one click
Allow customer to enroll all eligible account by less action
Add more entry point through out our journey
One Click Interstitial
Acknowledge customer of payment alert feature in the 1-click Interstitial page with limited space.
Select All CTA
Enable user to select all eligible accounts with one click at the top of enrollment page to accelerate the process.
Overlay Pump
Promote paperless with the pop up through out other journeys, allows customer to enroll all eligible accounts with one click.
Solutions
Enhance Paperless Setting Experience
Better communicate with current statement delivery status
Add inline email edit functionality to accelerate set up process
Be more transparent and clear on bad status accounts
Auto-enroll in payment email alert to help our customer avoiding late payment
Statement Delivery Status Enhancement
Inline Email Editing
Consider the edge cases
Better communication with customer on their “bad status” account and suggest next step action.
Confirmation with status indicator
We have create the extra confirmation page to replace previous system banner. In order to communicate with customer about their latest action and updated statement delivery status.
Also, customer will be auto enrolled with payment due email account, they could opt out or make edit by clicking “Turn off Alert” to enter the alert journey.
User testing
The Mobile Native
Functionality was successful.
Respondents understood that they could enroll all of their accounts at once or choose specific ones. Users appreciated the option of being able to choose individual accounts.
Current setting for each account was apparent.
Copy next to radio buttons was effective in conveying the paperless status for each account.
Confirmation validated completion of task.
Users valued having a confirmation page summarize their recent changes.
Level of detail was appropriate.
Users found the page to be simple yet concise. Respondents appreciated that the opportunity to review their previous selections in the Set to Paperless column.
We have aimed to design the experience consistently through all other platform along with our native apps, iOS and Android. In stead of using toggle, the behavior has changed to radio buttons to align with browser.
The impact
Takeaways
Next steps
After one month of the payment due alert feature launched, which is the last piece on the dev roadmap. The impact shows NPS has improved by 8.1, with 6.7% improve on paperless enrollment journey.
Challenge
The biggest challenge for this project was to communicate with multiple product leads and development team, to define project scope and how might we build the experience consistently across other related journeys. Such as, in order to launch the auto enroll payment alert feature, and reflect the change of email preference for profile setting, these requires legal review, tech feasibility review with other journey leader and development teams. Moreover, it was a fun process to identify happy path vs. edge case for different segment and scenarios like cards only customer, bank only customer and multi relationship customers.
However, enhance the experience to enroll in paperless can not solve a fundamental concerns. As learned from our customer, one of the reasons that people would like to receive their statement or notices in mail is the need of secure platform for them to access the documents at any time.
Therefore a further development of entire Statements and Document Center has been proposed.
