DIGITAL TRANSFORMATIONHOW USER FEEDBACKDRIVES DELIVERY
STUDENT LOANS COMPANY  Non-profit making, public                                        Provide the core transaction      ...
STUDENT LOANS COMPANY26 million        5.7 million            £5.6 billion       £3.1 billionweb site visits   calls      ...
USERS VOICE                                                   “It was awful, none of the                                  ...
WHAT MEASURES OF SUCCESS?                                       • Feedback from User Experience Testing           User Voi...
USER EXPERIENCE TESTING                                                     Observation                                   ...
USER EXPERIENCE TESTING                          User Experience Test (May) Part Time                          • Prototype...
USER EXPERIENCE TESTING   User Experience Test (August) Part Time                          • Verified accessibility of app...
USER EXPERIENCE TESTING – EVOLUTION                                  June                                         August  ...
USER EXPERIENCE TESTING – EVOLUTIONHave you confirmed your tuition fees with <institution name>?If you are choosing your o...
HOW DID WE DO?       “Improve customer satisfaction while simultaneously decreasing the       number of incorrect/incomple...
80% OF USERS SURVEYED AGREED                                                                                              ...
83% OF USERS SURVEYED GAVE A POSTIVIVE RATING                                                                             ...
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SPRINT 13 Workshop 2 Why do we need digital delivery? Student Loans Company

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SPRINT 13 Workshop 2 The importance of digital delivery, the product and user feedback - Student Loans Company

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SPRINT 13 Workshop 2 Why do we need digital delivery? Student Loans Company

  1. 1. DIGITAL TRANSFORMATIONHOW USER FEEDBACKDRIVES DELIVERY
  2. 2. STUDENT LOANS COMPANY Non-profit making, public Provide the core transaction SLC employs 2,300 people sector organisation, set up in processing function for the end-to- in 4 sites in the UK 1989, to provide loans and end administration of student with an annual budget of just grants to students studying at finance for the UK. universities and colleges in over £105m. the UK.
  3. 3. STUDENT LOANS COMPANY26 million 5.7 million £5.6 billion £3.1 billionweb site visits calls paid to students paid to unis / colleges4m 1.32 million 520,000 £1.6 billionpost items student applications emails Collected from 1.7m
  4. 4. USERS VOICE “It was awful, none of the options work properly. Ive had to submit it anyway because of the deadline tomorrow. Every option I have tried to do doesnt work properly.” “…why do they want to know household income? Why do they want to know if youre going to be living at home or not living at home? Does that mean they will help towards the cost of living away? I dont know – do you get that help?” “Im, like, really baffled. It makes me feel a bit stupid. I dont know, its “Because the button not worded very well.“ that allows me to change which course I wanted to apply to in some form of sick practical joke was grayed out. I couldnt make any changes.”
  5. 5. WHAT MEASURES OF SUCCESS? • Feedback from User Experience Testing User Voice • Online satisfaction surveys Goal: Improve customer • Tracking number of complaints raised against application satisfaction • Insight from analytics running on the systems Cost of contact • Decrease in volume of calls by call reason per application Goal: Minimize level of • Tracking of associated financial impact assistance required throughout the process Processing • Review volumes of chaser letters Goal: Decrease the number of • Measure incorrect applications and evidence sent incorrect or incomplete online apps
  6. 6. USER EXPERIENCE TESTING Observation Analysed issues users have with existing system • Time to get through application “It was awful, none of the • Not Accessible options work properly. Ive • No view of application status / progress had to submit it anyway because of the deadline tomorrow. Every option I have tried to do doesnt work properly.” • Language overly complex • Questions disjointed “Im, like, really baffled. It “…why do they want to know household income? Why do they want • Need to print off Information Advice and Guidance makes me feel a bit stupid. I to know if youre going to be living at dont know, its not worded • Confusing Navigation home or not living at home? Does that very well.“ mean they will help towards the cost of living away? I dont know – do you get that help?” • Question Fatigue • Errors Card Sort Users sorted questions into related groups that fit their mental model • About You • Previous Study • Your Course / Your Loan • Other Funding • Confirm
  7. 7. USER EXPERIENCE TESTING User Experience Test (May) Part Time • Prototype used to verify overall flow (Axure) • Design alternatives tried out (A/B Testing) • Verified application flow before major development and changed screen flow • Highlighted issues around Information Advice and Guidance • Tested Question stacking 12 Part Time applicants User Experience Test (July) Part Time • Working application • Language difficulties • Information Advice and Guidance page difficult • Confusion around tuition fee and loan amounts • Next Steps not clear to users 6 on-site Part Time and 6 Open University applicants
  8. 8. USER EXPERIENCE TESTING User Experience Test (August) Part Time • Verified accessibility of application • Variations around tuition fee tried • Next steps variations tested • Assumptions regarding branding verified • Information Advice and Guidance verified • Users completing application quickly and very positive feedback 18 applicants (12 disabled and 6 non-disabled) Production Dry-Run (October) Part Time • Challenge from project Board to verify release 3 weeks in advance of launch • 3 actual applicants invited to Glasgow to try application • Full end to end process verified • Applicants interviewed post-application. Feedback very positive • Applications completed in between 10 and 15 minutes 3 Applicants
  9. 9. USER EXPERIENCE TESTING – EVOLUTION June August October
  10. 10. USER EXPERIENCE TESTING – EVOLUTIONHave you confirmed your tuition fees with <institution name>?If you are choosing your own course intensity, this may impact your tuition fee; you should discuss this with your university or college.Yes, my tuition fee is [input box]No, I have not confirmed my fees yet. July August Do you know the tuition fee you will charged by <institution name > this year? Your tuition fee can be affected by how long it will take you to complete your course studying part-time. You’ll have agreed this with your university or college. Yes, I know my tuition fee. It is £ [text input box] September No, I don’t know my tuition fee Based on what you’ve told us, we estimate the maximum eligible fee as £{0}. Use this estimated fee to calculate how much I could borrow Now
  11. 11. HOW DID WE DO? “Improve customer satisfaction while simultaneously decreasing the number of incorrect/incomplete online applications and minimising the level of assistance throughout the process” Applications build on old system Applications build on new system • 61.4% of users dissatisfied with • 82% of users satisfied with application application (more) • 3.6 calls per application • 2.5 calls per application Happier customers Lower support costs This is just the beginning...
  12. 12. 80% OF USERS SURVEYED AGREED Next11% DID NOT AGREE120%100% 80% 83% 82% 80% 77% 80% 60% 40% 20% 7% 14% 12% 10% 12% 0% Site is trustworthy Got what they needed Likely to recommend Satisfied with Have excellent opinion application
  13. 13. 83% OF USERS SURVEYED GAVE A POSTIVIVE RATING Back10% GAVE A NEGATIVE RATING120%100% 84% 80% 82% 85%80%60%40%20% 10% 7% 13% 11% 0% Information Layout Ease of use Overall

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