SHUYI QI
Designer | Artist
U.S. Bank Product Recommender
Company:
When: June 2021
The Story:
U.S. Bank lacked a consistent 'product recommender' experience in responsive web; each business line had created their own version for their bank products. Thus, by creating a quiz-like template, any team can customize for a singular product discovery experience for customers. (Also collaborated with an experience architect, accessibility consultant, content strategist, and development team)
Result: A template with a Business Banking use case that contributes to a "One U.S. Bank experience," saving millions of dollars by averting repeated business-line efforts. User testing rated it very easy to use (4.3/5).
Business Banking use case: Home Screen
The template is demonstrated via a real Business Banking use case with an accessible desktop and mobile experience.
A decorative image matches the business line the product recommender is for and content briefly gives the user context.
Question Screen and Accessibility Compliant Error States
The error message replaces a disabled button, which is a grayed out call to action button that confuses color blind users. When a user tries to move onto the next question without making a selection, they will see an error message instead.
*Note: Because the template could be used for a dynamic number of questions based on previous user answers, progress indication was forgone since a percentage progression would shift inconsistently and confuse the user.
Saving Results to Email
An email screen comes after the last question and before the result screen, giving an opportunity for the user to save their results in their email inbox, which is shown below on the right.
Results Screen
The results screen shows the "best fit" option (denoted by a sash) for the user and a "close fit" option in case the user doesn't like the former. The user also has the option to restart the recommender or view all the options on their own.
An email component is also included so the user can save their results to email if they chose to skip that action previously.
Initial Explorations and Early Wireframes
Early wireframes were based off of competitive research that were very visual and image heavy.
User Journey and Logic of Dynamic Quiz Structure
Competitive Analysis and Various U.S. Bank Recommenders
Competitive analysis shows that recommenders provide a personal and helpful experience for the user so that they do not need to surf all the products in order to find the right one for them.
Various existing U.S. Bank recommenders demonstrate visual standards and areas for improvement.
Research Findings
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Sources: Accenture, CoreDNA, The Journal of Personalization Research
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91% of consumers prefer to shop with brands that provide a personalized experience.
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83% are willing to provide their personal information to get that kind of experience.
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It's a shorter path to purchase using a personalized sales funnel.
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Data helps us understand customer demand and segmentation.
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We know that idle shoppers can be gently lured with interaction and engagement.
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The importance of top quality recommendations and variety is critical.
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