Citi mobile banking allows users worldwide to manage their finances with ease.
My Role
Lead product designer
Business Results
Significantly improved adoption of recurring payment feature usage by 30%.
Surge in custom payment usage
Citi's web-to-mobile conversion rate was lagging due to user frustration with key features like recurring and custom payments. This project aims to enhance the mobile experience for seamless and intuitive user journeys.
Goal
Streamline Citi transactions: Efficiency & recurring payments made easy. Encourage custom payment adoption.
Research
Eliciting personal experiences
40 users revealed their top reasons for declining recurring payments in our group interviews.
Open-ended questions proved invaluable for delving deep into user scenarios.
Key Components
Clear Date Options: We've introduced a dedicated screen for date selection, offering intuitive choices: "Today's Date" and "Deadline." This streamlined approach eliminates unnecessary steps, ensuring a smooth and familiar experience.
Direct to Action: Selecting either "Today's Date" or "Deadline" instantly guides the user to the familiar "Choose Amount" screen, minimizing confusion and maximizing efficiency
Date Selection
Unlock Recurring Payments: User Preferences Win
The Challenge: Users often remember payment dates but face limitations (budgeting, deadlines) that prevent immediate processing.
The Solution: Integrate customizable recurring payment scheduling directly into the transaction flow.
Toggle Implementation
After choosing their preferred date, users land on the 'payment submission' screen. This screen acts as a final review, clearly displaying all payment details. A prominent auto-pay toggle sits directly below this information, ensuring easy user visibility and seamless subscription management.
Key Insights
We A/B tested two prototypes for date selection in our payment flow.
Prototype A: Recurring payment toggle after date selection.
Prototype B: Recurring payment toggle before date selection.
Using Fullstory, we tracked user behavior, including time spent, navigation errors, and successful conversions.
Prototype B significantly reduced backtracking. Users were more likely to opt-in for recurring payments when presented with the option early in the flow.
Alignment with Research: Our findings supported our hypothesis that users who prefer customized dates are more receptive to recurring payments.
Reflection
Leading mobile designs for a fintech company, I navigated unfamiliar territory – user data and industry jargon. I quickly adapted, proactively seeking guidance from managers and analysts to understand company needs and work within project constraints. This experience honed my ability to learn quickly and effectively collaborate within a new domain.