Online Banking Tours

Guiding users through a revolutionized experience

I lead content design for a team tasked with welcoming users to an innovative 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.

Process

Competitive analysis and user surveys revealed tours were an ideal tool to walk users through new features, while also highlighting how the new interface and the powerful tech behind it were a meaningful improvement.

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 Scope

Research showed that tours should only showcase elements that are new or highly redesigned
Needed to communicate how important this was to other teams, to avoid
- Overwhelming the user
- Diluting tours with excessive tour points

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 Point Titles

Research shows users mainly focus on the bold text. So it’s important the title explains the feature’s benefit.

Tour Point Body

For elements users can engage with, like a button or a dropdown arrow, start with a verb phrase to further encourage engagement:

For specific areas of the page, like a container, start by naming the space we’re highlighting.

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

I adapted the UI and wording for privacy purposes, while maintaining the core messaging strategy.