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US. BANK FIRST LOGIN ONBOARDING EXPERIENCE
THE WHY
Bridge the gap between opening and using an account. Provide digital customers guidance to optimize their online banking.
KPI Measurement Approach:
Reduce paper usage and increase account security by increasing paperless statement delivery. Increase alerts, digital wallet and autopay adoption.
41k incremental digital activations over 5 years. As of end of September, digital credit card activation rates were at 46% for Bank Brand, 12% for partner, and 15% for Elan.
Drive $12.3M in incremental credit card balances through new account set up tasks such as activation, digital wallets and account/communication preferences to produce early spend and contactless usage for bank brand and partner card products over the coming 5 years
Current Flow
Not everyone is the same! Everyone wants to customize their features and the process on day 1 is not set up for that customization. Whether they are new or existing
THe HOW
The best-in-class onboarding elements that were borrowed include the concept of creating a place to return, rewarding progress, and keeping them engaged early.
Competitor Analysis
Personas
Create a new user-informed onboarding experience that’s welcoming, intuitive, personalized and works as a “friendly financial partner.”
Best in class onboarding
THe what
A unified digital onboarding experience that’s consistent across products and interfaces.
Instead of sending them into this new world alone, we are providing a guided/concierge service. The key concept here is that we are surfacing important items which will allow the customer to customize their product.
Full Onboarding Interstitial Experience
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