Brightway
Guiding and building credit one step at a time.
Platform
Mobile
Responsive Web
Responsive Web
My Role
Payment systems and reducing call center drivers
Can we reduce the amount of people calling into the call center?
Brightway is a new product provided by One Main Financial. Traditionally, OMF deals with personal loans and has been around for 110+ years.
When I joined the team, the product was in the early stages and only the MVP had been built out. Many of it’s features were still under developed and had “Want help?” as a CTA that pointed to a call center to solve the problem manually over the phone.
Who is this product for?
People who cannot afford a 500 dollar emergency.
Admiral’s existing site consisted of 3 siloed analytics dashboards that corresponded to their 3 services. The company specifically wanted us to merge all 3 dashboards into one unified master dashboard, as they believed that a revamped dashboard would be a prime opportunity for upsell and would help increase user engagement.
People starting off their credit journey
Admiral’s existing site consisted of 3 siloed analytics dashboards that corresponded to their 3 services. The company specifically wanted us to merge all 3 dashboards into one unified master dashboard, as they believed that a revamped dashboard would be a prime opportunity for upsell and would help increase user engagement.
People who have just emmigrated into the country that may be unfamiliar with credit.
Admiral’s existing site consisted of 3 siloed analytics dashboards that corresponded to their 3 services. The company specifically wanted us to merge all 3 dashboards into one unified master dashboard, as they believed that a revamped dashboard would be a prime opportunity for upsell and would help increase user engagement.
So what is the current situation?
“Want help?”
When I joined the team, the product was in the early stages and only the MVP had been built out. Many of it’s features were still under developed and had “Want help?” as a CTA that pointed to a call center to solve the problem manually over the phone.
What should we do about it?
Just remove all “Want help?”
In many cases, “Want help?” was placed all over the app often times placed to fill the blanks. Removing all instances this happened was critical to reducing call volume.
The main strategy would be to have users solve the problem inside the app without needing to call in.
Tackling the issues that people were calling into from most to least was the most obvious solution. Login due to MFA (Multi-factor authentication) as well as issues with Okta, returned payments, and card authentication were some of the top all center drivers we were experiencing.
Breaking down the problem.
Removing all “Want help?” to call makes sense, but are there moments where it would make sense to call? Something urgent?
While removing the option to call would drive down call center volume, there would be instances where it would be critical for a user to call. We reserved the option to call for moments like these.
Each part of the problem required it’s own unique user flow, but had the same approach each and everytime.
“Good artists borrow, great artists steal.”
Let’s steal flows from our competition, tweak it, and make it ours.
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Many of the flows we were dealing with already had saturated user recognition. There were many basic flows that did not need to be reinvented. From a UX stand point, it made more sense to meet the user where they were at rather than invent something completely new.
What makes Brightway, Brightway?
Exploring different ways to resolve problems.
We categorized all the times we placed a “Want help?” CTA and broke it down into two sections that consisted of proactive and reactive help.
Proactive
Proactive help created situations that addressed an issue before it arose. Resetting password, scheduling an autopay, or updating your income were examples that dealt with scenarios that prevented a problem from occurring.
Reactive
Reactive help addressed issues that were more immediate and needed the users attention urgently. A missed payment, lost card, or card activation were issues users needed assistance on now.
Mobile vs Web
The screen context also was important to consider. For the native mobile app, which was smaller, a friendly chat bot would be helping you. On desktop, the screen was larger and could fit more context and be more formal.
Rewarding Customers
Make using the card more rewarding.
Graduation
For our BrightWay customers, they have the option to upgrade to our BrightWay+ card that has a better rate and higher Credit Line increase, or a lower APR. They can graduate once they hit 6 consecutive on-time payments 4 times.
On-time Payments
After 6 consecutive OTPs a user can select a higher CLI or lower APR as a reward that applies to their current reward. This incentives brand loyalty down the road.
Cashback
On top of being able to graduate and on-time payment rewards user will also have a 1% Cashback on all purchases.
Design Systems
Make using the card more rewarding.
Mobile
Our design approach started with mobile first. From there, we copied the flows into Responsive web.
Responsive Web
With more space to breathe on a larger screen, it was important to keep the scale of elements in relation to one another proportionate. Tiles tended to stretch, and the design needed to fit into that new space.
Conclusion
We reduced call center volume by 65% and decreasing more quickly as users use the app.
The app rating in the app store increased from 4.4 to 4.6. A marginal difference, but improvement in user satisfaction.
Reviews
After 6 consecutive OTPs a user can select a higher CLI or lower APR as a reward that applies to their current reward. This incentives brand loyalty down the road.
