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The CHALLENGE
We designed a modular account opening flow that can flex for checking, savings, credit card and home equity loan applications. This involved mapping out business rule logic across all lines of business to introduce synergies where possible, and bringing a staggering array of business stakeholders, legal council, and tech partners along the ride to commit to designs and decisions.
Key work done
My role as lead was shepherding the project across 2 years, managing three to six designers and content strategists throughout the project lifecycles. As a player/coach I rolled up my sleeves and jumped into the information architecture, design decision frameworks, and visual exploration that pushed the envelope from a simple “lift and shift” to a true revision of an account opening flow.
THE OUTCOME
Outcome data is as of now strictly NDA’d but we are proud of the results and how we have improved the flow.
doing the work
Start with what’s there
We laid out a universal mapping of field logic, business rules, and existing error and off ramping messaging. This enabled an informed and strategic decision facilitation across lines of business of how to come together to one modular flow.
Make risk of indecision feel real
Alongside our service blueprint of how systems connect backstage, it was our visual edge case flows that made applicant pain (and therefore likely negative business-prioritized metric impacts) unignorable and that dependencies and knock-on effects needed to be considered part of “MVP”.
Let nothing go to waste
Our pattern documentation will pay dividends for years to come. A consolidated and widely used resource that helps a distributed design organization stay efficient, creating consistency where it makes sense and above all preventing designers (a portion of them contractors coming in at 3-6 month installments) from reinventing the wheel.
Bring it to life
Card sort research on consumer mindsets and iterative testing led to a clear chunking of asks, put in ways that users understood
Where possible, we built in visual breathers
Built within our design system, we found ways to expand what existed in the library to make way for new behavioral patterns
Applications have many winding paths, depending on your situation. We worked to make it clear where that pathing occurs.
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