Business Problem
Customers using online banking services are given the option to opt into marketing communications through an "All Checkbox" feature.
This feature, while intended to streamline the process, lacks transparency as it inadvertently enrolls customers into receiving all types of marketing communications across various channels, including social media, without clear disclosure.
Many customers are unaware that selecting this option subscribes them to multiple marketing channels, leading to potential dissatisfaction and mistrust. Additionally, this feature's accessibility is inconsistent across devices; it is available on online banking platforms but not on mobile banking apps, leading to a disjointed user experience.
Research Objective
To uncover reasons why customers like or concern about marketing communications.
Behavorial experiment to identify the variants that resonates based on the above findings and observe their reactions
Research Methodologies
Stakeholder Interviews objective
What are the problems the customers are facing?
What is the customer emotionalstage when before & after enteringnthe journey?
What might keep the user from achieving the goal?
How does a customer know aboutthis?
What must have customer experienced before this journey? What is the customer physical environment ?
Surveys objective
Reasons why customers like about marketing communications?
To uncover reasons What are customers concerns about marketing communications?
Competitor Research
I did a competitor research to understand how opt-ins are being created in our competitors side and their UX approach.
Besides, Lyods, Starlin and Nationwide, I had also taken Barclays, Revolut and Monzo's opt-ins experience. I noted the nuances of each of the approach and presented to the stakeholders.
Ideation
A total of 7 variations were tested against one controlled variants. Here are a few Hypothesis tested:
1. Variant 1 (Control)
Hypothesis: Users who see the generic "All" option without specific categories like "online and social media" are less likely to understand what they are opting into, potentially leading to lower satisfaction or trust due to a lack of transparency.
Variant 2
Hypothesis: By replacing the "All" option with specific categories like "Online & Social media" and simplifying the title to concise instructions, users will be more likely to opt-in as the choice is clearer and uncertainty is minimized.
Variant 3
Hypothesis: Adding descriptions to each category will improve users' understanding of what they are opting into, potentially increasing the likelihood of informed consent despite possibly adding friction to the process and reducing the overall number of sign-ups.
Variant 4
Hypothesis: Introducing language that suggests users will miss out on new products and services if they do not sign up will increase the number of sign-ups by leveraging loss aversion, a common behavior where individuals prefer avoiding losses to acquiring equivalent gains.
Variant 5
Hypothesis: Simplifying the opt-in process by offering an "Agree to all" option and clarifying that HSBC will determine the best communication channels will increase sign-ups by reducing decision-making complexity for the user.
Survey
Post all the variations I did a survey to assess all the variations. A total of 3500 samples were taken and following were the results.
Final launched screens
A couple of round of usability testing were done and finally this screen was launched.
