Fiserv
Digital account opening
Role: Experience Director + Strategy + Research
As experience director and design lead, I lead a team that worked with Fiserv to develop a new platform that would allow thousands of small to medium sized financial institutions to accept online account applications for the first time. Our team conducted research with both consumers and financial institutions to deliver an experience that would increase new account conversion with easier to use, easier to understand experience within a complicated technical environment.
Simple complexity.
Our team designed two brand new experiences that had to be simple to understand and use despite an incredibly complex backend data architecture, dozens of required system integrations, and heavy regulatory requirements. All while hiding that complexity from both admins and consumers.
A look at the process.
Our team of researchers, designers, and solution architects dove in to try to truly understand the needs of consumers looking to open a new account and also the admins that had to build, manage, and review those applications. We spent time both in the lab with users, in the bank branch, and in the back office to get the full picture. Through that series of contextual inquiries, usability studies, stakeholder interviews, and competitive analysis we identified and delivered valuable insights and opportunities, UX personas and journey maps, architecture and integration diagrams, and experience principles that drove the development of a detailed backlog for the short and long term future of the solution.
And here are the results.
Based on that research, our team was able to design and deliver a solution that allowed financial institutions to easily build and manage account applications that would create easier to use, easier to understand end user experiences for consumers wanting to apply for new accounts.
Admins now had powerful tools such as a WYSIWYG application builder, detailed risk and compliance tools for reviewing applications, and detailed reports to better understand where their applications were coming from. And end consumers were happy that they could now feel safe and secure providing their personal information in an intuitive experience that worked great on their mobile device or desktop computer.
Oh, and we were also able to reduce deployment and application configuration effort to make the new platform faster to implement and easier to maintain for both Fiserv and financial institutions than the previous solution.