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Team of 1 UX Designers and 2 UX Researchers and 1 UX Writer
Contract Senior UX Designer
Work with Research and UX Writer to uncover why usage of 1% for the Planet carbon tracking severe drop off at 3 months, and update user experience to remedy, and concluded with user interviews to validate design decisions.
Rationale: A product like this helps us develop the bank’s growing brand as "the environmental bank".
Marketing and forecasting efforts in 2019 revealed that Bank of the West was well positioned to corner a growing segment — specifically the environmentally-conscious. We then partnered with 1% for the Planet and Doconomy (for carbon data) to create this new experience in Mobile.
A year after launch, Research interviewed a group of customers, as product wellness check, to understand their experience with the account and the carbon-calculator feature offered in Mobile.
We gathered account data on deposit amounts, attrition rates, and carbon footprint-tracker views, then interviewed 11 customers with the most views on their footprint tracker.
How well, and how often, is the feature being used?
Is the product meeting user expectations?
What do our customers think?
2 of 11 Customers
Environmentally conscious
Opened account for sustainability benefits and CO2e feature
Wishes to learn more
Wants to do more
2 of 11 Customers
Aware of product value
Considers CO2 feature as a nice-to-have, but not an essential part of their banking experience
May overlook the details
7 of 11 Customers
Simply opened a new checking account
Not aware of the 1%FTP contributing benefits
Making no use of the CO2e Doconomy data
Build credibility and awareness with more information about the carbon footprint tracker. Offer more information about how the Carbon Footprint calculator works — and show where the data is coming from.
Provide more context for CO2 footprint. One customer thought they were being charged a fee on their account. Carbon data needs to be presented in a way that customers understand what the numbers represents.
Build a richer experience for our 1% FTP customers with better ways to understand the impact of their accounts contribution to the bigger picture. Explore new ways to improve the user experience.
Team of 1 Principle UX Designer and 2 UX Researchers and 2 Project Managers, 1 Program Manager, 2 Reactive Native Engineers, 1 Senior marketer.
I designed and lead ideation workshop and brought together a cross functional Bank of the West team.
Reasoning for workshop was the Bank of the West culture holds sustainability close to their hearts. Many ideas and thoughts go unheard without the proper space to facilitate meaningful conversations. Workshop was an adaptation of crazy 8 exercise.
Collaboration with UX Research Team to develop customer journey map. Map helped identify pain points and areas for improvement and enabled us to develop targeted solutions to address these issues.
User testing revealed participants confused charge amount and carbon footprint number, expressed concern that they where being charge as the numbers are very close in proximity. One participant went as far as wanting to cancel account in concern she was being charged for her carbon footprint.
Additionally, it was found that information about what a carbon footprint is was difficult to locate and not easily accessible, as it was hidden in the settings. In monitored testing, one participant stated that it was not possible to find this information and believed that it did not exist within the system.
- What is a CO2 footprint?
- What is a lb of CO2?
-How does my footprint compare to others?
-How does the carbon calculator work?
-How do I change my behavior?
-What does BOTW do with the donations?
Research participants expressed confusion regarding what a carbon footprint entailed, and how specific carbon values relate to their transactions.
Considering the detailed view of a user’s transaction history, we recommend visually separating the CO2e value.
Bringing more clarity and scalability to the transaction scroll.With less clutter in the data expression, we can enhance the experience — with less confusion — as pointed out by Research.
Drill Down: No more confusing graph, customer can drill down to understand further.
Transaction list item confusion: The numbers stack was hard to read for customers.
Our aim is to improve the UX in simple ways that address the research findings — calling for more education and engagement opportunities around the carbon data and our relationship with 1%FTP.
As Mobile takes on new 1%FTP customers, we consider the user’s onboarding experience to be paramount. Tutorial slides can offer a quick orientation and reminder of product value, whereas other opportunities can provide more abilities to learn about carbon impacts.
Intro Cards: Let’s start with more clarity and understanding — employing a concise reinforcement of value.
“What is a pound of carbon, anyway?”
Research participants expressed confusion about what a pound of carbon is, in more realistic terms...A carbon converter can help explain what an amount (of carbon equivalence) actually means by creating a simple comparison. For example, 100 lbs of carbon is approximately equal to 100 miles driven by an average vehicle (according to recent EPA calculations). Such conversions can also offer more constructive comparisons, asking,
“How many trees would it take to offset this much carbon?”
Express Comparable Metrics, compare a pound of carbon to something users can understand. With a tap, users can change their optics to see the picture a little differently. The reality of the carbon impact is constant, but a change in perspective can help the true impact resonate with users.
Learning more: Interest in the data can lead you to learn more about the source, enriching this experience.
Research findings have indicated a need for more clarity and better touch points on data/partnership
Design has explored new opportunities with a goal to enhance the UX and engagement opportunities
Collectively we believe such efforts to evolve the experience will result in greater product success