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Self service design-principles


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  • 1. Self-Service Design Principles 03/24/2013
  • 2. Background • Design principles have emerged from the work of User Experience (UX) professionals over the past few years. • Much of this insight has been gleaned from user research and implementing effective designs. • Something that weve learned to keep in mind is that were competing with other channels. • If it is easier, faster, or provides a greater sense that the transaction has been completed by picking up the phone or walking into an office, then that is what customers will do as opposed to doing it
  • 3. Design Principles > 1. Reassurance• Customers fear that online transactions wind up in a "black hole."• They need reassurance that what theyve gone online to complete has actually taken place.• Designers can help allay these fears through the use of: • date and time stamps; • confirmation numbers; and • enabling the customer to either print or email a Chase offers a transaction confirmation page to themselves. number to customers after making a credit card payment.• Given the growing use of tablets, it is important to enable customers to also email a confirmation message or quote to
  • 4. Design Principles > 2. Clear Link Labels• User research shows customers are often time-pressed with performing self-service transactions.• Design considerations: • Clear link labeling to find their way to the transaction they wish to complete. • Usability testing focused on proper labeling is time well spent in this regard. • Customers are not in an ideal place to offer USAA surfaces common marketing advertisements. transactions in the left rail once • Targeted email however is appreciated. a customer logs
  • 5. Design Principles > 3. Hub & Spoke• Interaction design models need to help facilitate costumers finding and completing transactions.• Design considerations: • Providing users with a hub or landing page to start all of their self-service transactions with is helpful in this regard. • As transactions are completed, the user is brought back to the hub to either sign out or begin another transaction. • During usability testing, weve often seen USAA brings customers back to customers feel that the hub or landing page the “hub” or authenticated provided them with a certain sense of security landing page after completing before attempting another transaction.
  • 6. Design Principles > 4. Password Recovery• One of the most common reasons for customers to call the call center is because they have forgotten either their user name or password.• Design considerations: • It is essential to make the retrieval of these as easy as possible via the website or mobile device. USAA allows customers to have a temporary password via email • A best practice in this regard is to send an or text message. They also email to the customer with the address in their have the option to answer profile and prompt them to click on that link to re-enter the website. Knowledge Base questions. • Oftentimes this enables the customer to easily reset their password without having to call the call
  • 7. Design Principles > 5. Price & Comparisons• While it may seem obvious, most customers will not make an online purchase without a seeing the price first.• Design considerations: • Ideally, customers want to see a side-by-side comparison of what they have now and the options for USAA customers are clearly replacements. shown the price impact of • With some clients, their older systems adding a teen driver before are not at a point where they can present purchasing. a price to the customer online. • Unfortunately, this is a non-starter for the online channel to compete with
  • 8. Design Principles > 6. Plain Language• Extra effort should be made to simplify the instruction text that is used on a self-service site.• Design considerations: • While some specialized terms are required by legal considerations, the customer should be able to quickly find in-line or contextual help to better understand what Capital One 360 (formerly ING troublesome terms mean. Direct) offers contextual help in • This should be a particular focus during plain language to help usability testing and with other user customers link to other bank touchpoints.
  • 9. Conclusion• While many of the design considerations mentioned above may seem like common sense, it is surprising how often they are ignored.• Sometimes this happens because of pressure from leadership to provide more complex or compelling designs.• It is important that the designers do everything possible to keep these transactions as easy to complete as possible.• When we have been successful in doing so, customer satisfaction scores have indicated that did our jobs
  • 10. Improved Usability  At Improved Usability, we are dedicated to helping you delight your customers whether your company sells services or products.  We able to help you better understand your customers needs and how best to position your products or services in their current workflow or lifestyle.  We also conduct usability testing for current and new products or websites. Usability testing is typically conducted in one-on-one