B&H Payboo - Problems and Process Overview
Create a design that reduces customer service calls and increases conversion rates.
2 months from research to finished design
Research the issue
Understand the Business Needs
Design solutions
Launch and Test Again
B&H Payboo - Problems and Process Detailed
Do customers understand how the Payboo Card works and is the card trustworthy?
The problem
B&H launched a credit card for the first time. Research and testing was rushed in order to meet a deadline. A year later and the conversions have dropped and complaints have risen.
What we want to learn
Do users understand the purpose of the page and its value proposition?
How does the changes affect the objectives? (e.g. Less complaints & more sign ups)
What are users questions and concerns when applying for the card?
Are users’ questions and concerns answered/resolved by digesting the page?
Confidence/trustworthiness with applying for the Payboo card? (Any general concerns)
When do they have to pay to avoid interest: Can users find the interest rate on the page.
What I did
I was responsible for the second round of designs and testing after the page was launched.
Key tools and deliverables
Invision
Sketch
Usertesting.com
Full Story
A/B Test
Customer reports
Sales Reports
Surveys
KPIs
Reduced customer complaints
Increased sign ups
Where is the source of pain points/inquiry?
They do not understand the offer.
Feel like it's a scam/too good to be true
Don't know where the savings are applied
Don't know that it is a credit card
Don't want to manage another card
Don't know how to set up auto pay and paper less billing to avoid the 30% interest
Results
We ran another round of user testing with the research team for one month while making small tweaks. We eventually reaching a consistent positive performance on key metrics like trust, understanding the offer, easy to use, able to find the relevant info. On top of all this, conversions went up by 15%. The page did so much better with informing customers how to avoid late payments and automatic payment scheduling, the credit card company pulled the offer because they were not making money from late payments and interest charges. In the end, the page was used for in conjunction with a new credit card provider.
B&H Payboo - Research
What we did: Qualitative Research
We ran a series of interviews and test asking users about the overall sentiment of the page.
Main Questions
[5-second test] If users can identify the value proposition
Write down the value proposition.
Questions and concerns when considering applying for a credit card.
If their questions and concerns can be easily found on the landing page.
Confidence/trustworthiness with applying for the Payboo card? (Any general concerns)
When do they have to pay to avoid interest
If there are issues with payment & interest rate. Where would they go?
What did we learn?
Results from the overall sentiment of the page
While Payboo won the race with these respondents, there are obstacles to overcome
Obstacles
First, they need proof that there isn’t a hidden catch E.g. high interest rate, fees, etc.
Then, their hesitancy to add more credit needs to be assuaged.
Expanding Payboo features and benefits could enhance interest.
Ways to enhance appeal
Succinct but full explanation of benefits and how it works
Not more detail and more words, but short, clear copy points that allay suspicion
Tie in to the B&H brand promise and brand personality
As conveyed by the Save the Tax video
Additional benefits and incentives that make the customer feel special, reward them emotionally and practically for their loyalty
The idea of a discount for sales tax is a good idea but I don’t understand why I can’t just get it. I don’t want to go through another application and credit check.
What did we learn?
Some basic copy changes were made and the tests were run again but this time focusing more on the design of the page.
Some basic copy changes were made and the tests were run again but this time focusing more on the design of the page.
Generally the users disliked the design, but liked the content.
Most people understood that you need to pay the full balance, but their was confusion on how many days they have to pay it. Most thought it was 30 days.
I would have to say it’s kind of not engaging too many specifics and details. There’s so many here to look through all the FAQ’s I kind of got lost. It was just too much information, so I couldn’t stay engaged.
Results from second round of tests
General Feedback
It’s concerning that it is so such a high percentage of interest that would really that would keep me from wanting to sign up for it.
I’m not seeing anything about interest rate or any other benefits that really stand out to me.
I can see my 1st impression the banner is a bit overloaded with the information. I’m feeling like I might have to put an additional effort to read the page
B&H Payboo - Business Needs
What we did: Stakeholder Meeting
Heuristic Analysis, Customer Research, Internal Feedback
We looked at all the data we collected. This included:
FullStory research of customer landing page usage
UserTest feedback on macro and micro page interactions
Customer feedback tool to surface pain points (accumulated throughout the year)
Comparative testing (Apple, Amazon, Home Depot)
Baymart’s Score Assessment Document to further identify areas of improvement
Customer Service Interviews pain point discovery
We presented the information to the stakeholders and prepared a Rainbow chart to find out what was important to them and if they agreed with the users sentiment.
Interviewing stakeholders was critical when solving for the entirety of the landing page, being sensitive to the needs of each department, and listening to the concerns was crucial to shaping the project into a collaborative effort.
Based on the information we began designing a low fidelity wireframe.
B&H Payboo - Design
What we did: Low Fidelity Wireframes
Once we had results from some users we presented them to the stakeholders and prepared a Rainbow chart to make sure everyone was on the same page.
The legacy landing page contained too much information in an unorganized way.
This led to an overwhelming experience and more often an abandonment of the landing page.
User data was instrumental to forming a solid foundation for the landing page. Keeping things simple and clean while driving to ensure KPIs were met.
What we did: Final Design
The design was created and approved by all the stakeholders and put into place for more testing.
B&H Value Proposition - Results
How did it work out
What Worked
We ran another round of user testing with the research team for one month while making small tweaks. We eventually reaching a consistent positive performance on key metrics like trust, understanding the offer, easy to use, able to find the relevant info. On top of all this, conversions went up by 15%. The page did so much better with informing customers how to avoid late payments and automatic payment scheduling, the credit card company pulled the offer because they were not making money from late payments and interest charges. In the end, the page was used for in conjunction with a new credit card provider.
What We Learned
One of the challenges working on this project is also having to collaborate on the design with the Credit Card company. Many of the issues were due to limitations from the credit card company. There we also many different variation based on the state the customer was from. With that, I created charts to show the things that were working and things that were not. This helped us resolve the issues that we could and discuss with the stakeholders the issues that were beyond our control and change for the better what we did have control over.
What Could Have Been Better
The first round of testing was too short. We did not have enough information to collaborate with the credit card company and we spent too much time back and forth with them. A more detailed analysis would have preempted a lot of guessing and opinions from the stakeholders.