Customer Address Management
The Goal: Provide a Human centered recommendation for Customer Address Management API. The definition of done is to create proof of concept UX flows and IA maps, that can be leveraged across Capital One.
My Role: UX Lead & Strategy on enterprise
The Challenge: To work with lines of business & enterprise product owners and tech to create a formative enterprise level solution that can be leveraged across all of Capita One: single sign on servicing platform (internally called EASE) and agents tools.
The Problem
There is a lot of customer frustration with current Address Management CX.
HMW elevate customer trust via better access & better UX?
Hypothesis: Enabling Customers & Agents to edit addresses (mailing & residential) at customer level is a more successful CX.
I created a customer journey map that highlights the opportunity to elevate CX.
I talked to product and learned that 85-90% of customers have the same mailing & residential address across all accounts.
So that means: if I have 4 accounts and I belong to the majority of our customers, I’d have to edit it 8 times.
I outlined the problems in the current customer facing UX flow.
Highlighting the Opportunity
“App is crap. Can’t even change my address.”
“…Or even update my address it just send me on a loop to the home screen….This app is annoying.”
“No access to changing the address.”
There is a CX opportunity, because according to JD Power, current customer expectations are: to have great UX for account management functionality.
“Highest-performing apps have rich feature set: The highest-performing apps in the study have a combination of high functionality and high performance, which means they have features such as multiple security login options, built-in chat functionality and account management functions, all of which are user-friendly and well-designed.”
Source: jdpower.comBesides looking at app reviews, outside sources for inspiration and conducting a light research. I talked to business partners to understand the business value.
Business Value &
Logic
Data clean up. Better efficiency for data flow in COF by allowing agent or customer change address in one place and have it propagate to other databases.
Sketching
I have sketched out a couple of ideas and boiled it down to two; which I built in Figma & created a click through prototypes.
I tested and realized that one performed better than the other.
Prototyping & User Testing
The goals:
- to compare two design options;
- to learn if user understands the paradigm;
- test for comprehension & ease of use;
- comprehension of primary address icon;
Quotes
“if compared to other experience for similar things that I have done it stands out in terms of clarity and ease of use!”
“Deleting is super easy! Easy easy easy. I liked it.”
“Very easy. The whole thing was easy to understand.”
The solution is a User flow that illustrates how API will work. And how it can be leveraged across Capital One. On single sign on servicing platform (internally called EASE) and agents tools.
Having an enterprise level solution for capturing, and managing customer addresses is great! But how can it create efficiencies across 48,800 people organization? So that Product, Design & Dev across other digital verticals can access the documentation?
Next Steps
Integrating enterprise level solutions into One Design System - an internal library for Designers Product & Dev.
Problem: I looked at the existing library and realised that the patterns I am working on are not “fitting” into any of the sections.
I took a couple of steps back, talked to Product, Design and Dev trying to understand a need to have documentation for customer level patterns.
Solution: to define what is a core pattern, to differentiate it from components and to create a section for it, where Design Leads, Product and Tech can consume and contribute customer patterns documentation.
