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Increasing E-Bill Adoption through effective UX research and designJoseph Dickerson

+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?

+User Research ResultsWe 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

+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

+Design documentation Used PowerPoint to present and test design concepts

Used Visio to document user flows

+Examples of Screen Designs/Mockups

+Examples of Screen Designs/Mockups

+Did the changes work?

YES.

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Lift Above Baseline inDaily 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

THXGVG30% final avg lift(Week 23)

FP1 Launch 7/27145% 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

+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

+Questions?