Online Banking Tours
Guiding users through a revolutionized experience
I lead content design for a flow that welcomed users to a new online banking platform.
Our goal: Help users feel comfortable from day 1.
Problem
Early testing showed users were wary about sweeping changes to an online banking platform. But years of usability testing showed the new platform would deliver clarity and noticeable efficiency to everyday tasks. Our job was to illustrate that value.
Results
After receiving leadership approval and resources, we crafted and developed 20 platform-wide tours in Online Banking.
To accomplish this, I:
-
Met with other content designers to explain the tour points, content standards, and how they can determine which tours they’d like to propose with their product and design teams
-
Helped organize and workshop content designers' tour points
-
Led the content side of Legal, Compliance, and Customer Advocacy reviews and revisions
Process
Competitive analysis and user surveys revealed that tours were the preferred way to walk users through new features. Plus, they can intuitively highlight how the new interface and the powerful tech behind it.
Before testing visuals, our design team partnered with a UX researcher to craft surveys aimed to gauge the tools users wanted when migrating to a new platform.
It revealed participants:
-
Strongly expect an interactive walkthrough of every major feature added to the financial institution's desktop banking platform
-
Believe less is more when it comes to onboarding
-
Want access to revisit the walkthrough
Considerations & Constraints
Accessbilitity
-
Partnered closely with an accessibility coach to craft content for each tour point
-
Early iterations didn’t provide key context to illustrate where the tour point was located
Large Potential Scope
-
Research showed that tours should only showcase elements that are new or highly redesigned
-
Excessive tours could overwhelm the user
-
Unnecessarily long tours dilute their meaning
Limited UI Footprint
-
Tour points are small
-
Needed to be succinct, especially for mobile
Content Standards
Entry Point
Users can access the tour by selecting a button at the top of the page.
Tour Titles
Research shows users mainly focus on the bold text. So each title explained the feature’s benefit.
Tour Body Content
For elements users can interact with, like a button, we start with a verb to encourage engagement.
When referring to areas of the page, like a container, we began by naming the place the tour is highlighting.
I adapted the UI and wording for privacy purposes, while maintaining the core messaging strategy.