Increasing e bill adoption


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A deck on how I was able to increase e-bill adoption significantly thanks to applied UX research, design, and testing techniques.

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  • AH Have defined a set of design criteria to use when creating solutions for these small business owners.
  • Increasing e bill adoption

    1. 1. + Increasing E-Bill Adoption through effective UX research and design Joseph Dickerson
    2. 2. + Case Study: E-bill  Business Need: Increase adoption of e-bills  Several questions were considered:  What habits or workflows prevent e-bill use?  Is the current process easy to understand and use?  What are the obvious benefits of e-bills we can convey to users?  How effectively are we communicating the value of e-bills?  What are ways we can “convince” customers to adopt e-bills?
    3. 3. + User Research Results We conducted research with users regarding our e-bill products and messaging and quickly identified that: • The current e-bill sign-up process was overly complicated and was often abandoned • The term “e-bill” was confusing to many • Many thought all their bills were “e-bills” – “they were paid electronically” • Because online bill pay is a “quick” interaction, lengthy messages were not effective • The content areas in the UI that informed users that a particular biller could send e-bills were not obvious and were unseen by many bill pay customers • Even e-bill “power users” did not “turn on” all available e- bills
    4. 4. + Usability Testing and Results  Several proposed solutions were tested with users  After rigorous analysis of the data from the tests, we developed a design strategy: • To reduce ambiguity the use of the “e-bill” term was curtailed in the experience • It was replaced with the explicit value proposition “get your bill delivered here” • The e-bill signup form was simplified and streamlined • The redesign also allowed users the opportunity to “turn on” bill delivery for more than one bill • Bill “thumbnails” were added to promotional areas to help novice users better understand the idea of e-bills at-a-glance • Messaging and notifications related to e-bill trials were improved
    5. 5. + Design documentation  Used PowerPoint to present and test design concepts  Used Visio to document user flows
    6. 6. + Examples of Screen Designs/Mockups
    7. 7. + Examples of Screen Designs/Mockups
    8. 8. + Did the changes work? YES.
    9. 9. + Lift Above Baseline in Daily E-Bill Activations -20% 0% 20% 40% 60% 80% 100% 120% 140% 160% 7/6 7/20 8/3 8/17 8/31 9/14 9/28 10/12 10/26 11/9 11/23 12/7 12/21 Week Beginning (2008) Pre-FP1 Baseline Weekly Avg Weekly Avg Trend XMAS THXGVG 30% final avg lift (Week 23) FP1 Launch 7/27 145% lift in Week 1 ·        The Impact on E-bill Activations was pronounced and permanent  Consumer e-bill activations jumped by 145 percent in the first week  The average e-bill activation rate stabilized at a 30 percent higher level  The volume of e-bill activation requests per consumer jumped by 34 percent - more consumers signed up for multiple e-bills.  E-bill activation requests per consumer stabilized at a rate 10 percent higher than the previous level
    10. 10. + What does all this tell us?  UX works… it’s a trigger for innovation and informs affective product design  Always keep the user in mind  Research them, show them early design ideas  How you frame the offering is just as important as how users signup for it  Question the design through testing and refine it based on user feedback
    11. 11. + Questions?