Citizens-Xsell

Task

Create an ad module in the Loan Refinance dashboard that promotes other Citizens Bank services the user can enroll in during the origination process.

Objectives and Key Results

Create a new ad module design that can be integrated in the student loan dashboard
Help the product owner define a specific OKR that this new design should hit

Process

The stakeholder's request to place traditional style banner ads were well intentioned, but from an overall customer experience, could undermine the UX modernization of the platform. Visual clutter or banner blindness could affect conversion and take away from a slick experience.

Defining a Goal

I approached the request by defining what the business goals and success metrics were for their proposed cross-sell banner ad space.

Questions that needed to be answered:

What was their core business need independent from their prescriptive execution?
Why should the user care? What are their priorities?
What were some early design ideas I could explore to solve this?

Prior Patterns to be Deprecated

Outdated design patterns the stakeholders were recommending I use.

An old deprecated loyalty discount promo in an odd accordion style interface.

User flow for that diagrams the application to cross-sell process.

It's a Discount, Not an Ad

After further discussions with the product owner and investigating other areas at the bank, I was able to establish a strong foundation for a solution.

If the user enrolls, they’ll get a discount on their pending loan interest rate. More of a loyalty program than an ad.
Other implementations of this loyalty program had high sign up rates, so the base success metric is to meet this.
UserZoom testing showed that the current dashboard design is easily understandable, so our new design shouldn’t detract.

With this new context, I created wireframes for proposed UI that's more card-like than banner ad. This approaches the problem as a way to inform about savings, rather than shout and sell.

Updated OKRs:

Objectives and Key Results

Create a new ad module design that can be integrated in the student loan dashboard
Meet average sign up rates from other Citizens loyalty programs

Examples of how this can integrate into other column widths and configured even more minimally if needed.

Citizens X-Sell Module

Proposing long term design solutions