Once the first iteration of the journey was created, I joined the project to facilitate testing, analyse results and implement changes as well as create dashboard designs and dashboard key features.
Research methodology
In order to evaluate both usability and ease of comprehension for all critical communications in the customer online journeys, we used a combination of both unmoderated and moderated research methodologies.
Part 1: Unmoderated user journey and comms testing
Typeof testing: Quantitative; unmoderated via Maze using Figma prototype and survey questions.
Audience: 35 participants; demographic profile matching a typical Save user; employed, UK-based.
Goals:
Learn unbiased mental models of an average user as to their expectations of the service works and its key deliverables.
Test overall journey completion and understanding of the key communications within the journey
Past 2: Moderated Usability testing + Contextual enquiry
Typeof testing: Quantitative; remotely moderated using Google Meets and Figma prototype
Audience: 5 participants matching a typical Save user profile
Goals:
Test the overall usability of the new Save application journey and identify key areas of frustration, difficulty, and uncertainty and understand the reasons behind them.
Test if the current design allows users to easily complete key JTBD
Executive summary:
💡 the overall journey was described as easy and straightforward. Even the information that people didn't process at first (eg who provides the savings account, what withdrawal account is, etc) was then understood by the time the users got to the final steps.
💡 the product page still lacks some info which can be solved by adding FAQs and improving colleagues/employer comms.
💡 the withdrawal account page also needs clarification - there were only 13 users who described this as a bank account where withdrawals from the Savings Account will be paid into, and there is qualitative feedback that demonstrated confusion about it.
💡 savings calculator performed well, with just a few tweaks/enhancements we can make (such as adding an info box that the amount they set can be adjusted later)
💡 application review/summary page performed really well: a very content-heavy page is presented in the most user-friendly way, and participants were able to quote the most important information
Missing opportunities:
⚠️ 18/32 participants indicated that required more information about product concept:
- interest rate
- how to choose the amount to save
- relationship between SF , employer and CBS
“I am still unsure about the relationship between Sainsbury's and the finance firm that offers the savings plan and the Coventry society bank”
“I understood that SF partners with my employer but I don’t understand why. How does Sainsbury's benefit from this - why are they doing this?”
“will the interest rate go up or down?”
⚠️ The main uncertainties are around the ability to manage savings amount:
“I would need to know whether I can make additional payments or even only pay in myself, ie skip the employer part”
“it didn't give me an option as to what I wanted to skip a month or change the amount”
⚠️ Confusion about withdrawal account page
“is this telling me where the money will go into once I have accumulated my savings?”
"I assume it's for the direct debit for the monthly payments”
Key iterations to implement:
⚡️ Explain the relationship between SF and employer better in all comms prior to application start. Include information on how SF, the employer, and the bank work together. How do they all gain from this?
⚡️ Add information in the actual FAQs, as well as links to FAQs and FAQs drop-down on the page to address the uncertainties mentioned. Live chat/bot should be available throughout the journey.
⚡️ Explain the salary deduction process, how it affects one’s salary and payslip, and how the employer manages it as well as tax implications (salary sacrifice) better. List it earlier in the journey/on the landing page.
⚡️ Re-iterate/reassure users that they can change or alter this amount later if needed on the savings calculator page and product intro page: perhaps include an info box on the savings calculator page.
⚡️ Improve the copy on the withdrawal account page to clarify its purpose.
⚡️ Include key details in the welcome email comms: account details, deductions arrangements, login details, and withdrawal information.
⚡️ Add information about the variable interest rate on the page vs having it in the tooltip.
Entirely new homepage
To tackle the issue with the trust and confuision around relationship between SF and Coventry Building Society, I came up with the following design solutions
added both companies logos on the header and trustpilot reviews which were noticed and had positive notes during re-testing
moved the main CTA which triggers the registrations journey below the savings account details block. This forced users to read this essential information. 5/5 testers answers 100% correctly who their savings account is with.
created a 'How it works' interactive block explaining the product concept for those seeking more clarity.
redesigned the FAQs section featuring the answers to concernced surfaced in user testing.
Savings calculator - addressing concerns over changin amount
Other than adding an information message to confirm that user will be able to change or pause their savings at any point, I've sinplified the copy, pre-set the default amount based on research data we have and adjusted suggested amounts
On the results screen, I replaced the tooltip about the estimated amount with the explicit copy as it was not noticed during testing.
Withdrawal account -> Named account
We renamed the withdrawala accountas it was causing confusion and added another information box to clarify what this account normally is
New feature - Change savings amount
With limited deve resource and tight hard deadlines, we had to prioritise the main feature available from launch. Based on the testing results, revision of inbound customer enquiries re: previous Save product, we prioritised the ability for the users to change their savings amount.
Pausing savings feature - future scope
Shortly after the release, we plan to develop a pausing feature with the logic to restart savings deductions after the selected pausing period is over.
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