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Self service design-principles
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Transcript of Self service design-principles
Self-Service Design
Principles
03/24/2013
Background
ImprovedUsability.com
• 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 we've learned to keep in mind is that we're 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 online.
Design Principles > 1. Reassurance
ImprovedUsability.com
• Customers fear that online transactions wind up in a "black hole."
• They need reassurance that what they've 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
confirmation page to themselves.
• Given the growing use of tablets, it is important to enable customers to also email a confirmation message or quote to themselves.
Chase offers a transaction
number to customers after
making a credit card payment.
Design Principles > 2. Clear Link Labels
ImprovedUsability.com
• 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 marketing advertisements.
• Targeted email however is appreciated.
USAA surfaces common
transactions in the left rail once
a customer logs in.
Design Principles > 3. Hub & Spoke
ImprovedUsability.com
• 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, we've often seen customers feel that the hub or landing page provided them with a certain sense of security before attempting another transaction.
USAA brings customers back to
the “hub” or authenticated
landing page after completing
transactions.
Design Principles > 4. Password Recovery
ImprovedUsability.com
• 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.
• A best practice in this regard is to send an email to the customer with the address in their profile and prompt them to click on that link to re-enter the website.
• Oftentimes this enables the customer to easily reset their password without having to call the call center.
USAA allows customers to have
a temporary password via email
or text message. They also
have the option to answer
Knowledge Base questions.
Design Principles > 5. Price & Comparisons
ImprovedUsability.com
• 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 replacements.
• With some clients, their older systems are not at a point where they can present a price to the customer online.
• Unfortunately, this is a non-starter for the online channel to compete with others.
USAA customers are clearly
shown the price impact of
adding a teen driver before
purchasing.
Design Principles > 6. Plain Language
ImprovedUsability.com
• 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 troublesome terms mean.
• This should be a particular focus during usability testing and with other user touchpoints.
Capital One 360 (formerly ING
Direct) offers contextual help in
plain language to help
customers link to other bank
accounts.
Conclusion
ImprovedUsability.com
• 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 well.
Improved Usability
ImprovedUsability.com
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 sessions.