Redesign of the credit card statement in Banesco Panama
The challenge was to redesign the account statement that reaches customers on the cut-off date of their credit card, since it was poorly understood and represented one of the largest inquiries to the bank's call center.
Why?
In meetings with the customer service department, they told us that customers were constantly behind in their payments to their credit cards since the information sent in their account statements was confusing and with a lot of banking terminology. Additionally, queries due to poor understanding of the account statement was among the most consulted topics to the call center. Also, the account statement was sent by email in HTML format, which was not user-friendly when a customer wanted to open it from the preview of their email.
OLD VERSION VS NEW VERSION
FIRST ITERATION
Objectives to achieve
We were facing a great challenge in terms of technological resources and budget during the development, so we had to negotiate the delivery time.
Goals:
Design an easily understandable account statement with the information correctly organized
Reduce queries to the call center on this topic
Change the account statement format to PDF
Provide confidence and security to customers when checking their account statement
My role
As part of the UX team, I was responsible for conducting user research, prototyping, and prototype testing with pre and post-launch clients, working closely with the product and customer service department. My participation occurred until the first iteration of the design.
The launch was in March 2020 and lasted for approximately 10 months.
USER FRIENDLY CREDIT CARD STATEMENT
How can we improve the design acknowledging customer inquiries?
The old design showed the information in a disorderly way, so we worked first to correctly distribute it based on what is the most relevant information that the client wants to know and which would allow them to make their credit card payments easily. Then we focused on the terminology used, replacing each banking term with more understandable language for the client. Finally, the design was changed to be simple and with neutral colors.
“Customers value the information more as it is displayed after the upgrade”
The design was tested with eight strategically selected people according to the segment and type of credit card they have, obtaining positive feedback, the value and trust generated by the new account statement.
Currently, continuous monitoring is continued through our contact channels, emails with satisfaction surveys and directly with the customer service department, in this way being able to generate future improvements if they are required.
The launch – The most radical update since it was created
After my involvement on the project, the UX team continued to evolve and polish the visual design. Although I was not part of this last process, it was great to see most of my work brought to life.
It was satisfying to see how customers' questions to the call center were reduced by 60% months after the launch of the new account statement.