problem
poor CX is hurting retention
Credit industry standards set a precedent that must be matched and exceeded in order to retain customers. This is true for self-service and service contact points alike.
personal contribution
synthesize data (user research)
I sorted 700+ customer comments captured from the existing pages and organized them into 4 main experience categories. This outlined all the opportunities for the effort.
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define the CX vision in terms of customer journey
With help from existing data, I provided a detailed customer journey map that illustrated high-touch moments. This gave prioritization to the opportunities established from data synthesis.
prototype & design
I created a prototype that reflected the major parts of the experience. This helped demonstrate user-focused design decisions, from streamlined information architecture to purposeful use of color, typography and imagery.
background
CX strategy for Salesforce transition
Honda Financial needed a vision for the future of CX. With an enterprise transition to Salesforce looming, the team wanted to navigate the paradigm shift by incorporating customer feedback and taking advantage of new experience capabilities. This meant teaming up with Salesforce SMEs to help define requirements that impacted design scope and decisions.
synthesize data
I condensed 700 unique impressions into 49 focused points split across 4 categories
Our team was given access to online user feedback, as well as transcriptions from voice & chat service interactions.
The data ranged from feature requests to complaints about specific pain-points, to suggestions for general improvements.
Based on pattern overlaps, I organized the data into four main categories: UI/UX, payments, account management and communication.
feedback synthesis
plotting the focus points
Plotting the technical cost / feasibility against the customer impact helped the team identify big pockets of opportunity for both short and long term CX strategy.
journey mapping
future CX journey, driven by feedback
The the future CX journey is underpinned by the identified focus points: easier account registration, simplified auto-pay enrollment, clear payment scheduling, improved self-service, expanded contact capabilities, and lease-end guidance.
prototype design
helping customers understand lease-end options
Helping customers understand what options they have is an opportunity to retain business. To achieve this, I reduced page noise by using progressive disclosure and presented information in small, incremental pieces.
Outcomes
customer empowerment
By giving customers direct control over their personal information within their profile we removed the needing to call or email just to update your billing address.
a banking experience worthy of the Honda brand
Honda has a strong reputation and history. Their foray into providing financial services for customers needed to reflect the quality of the products themselves. Customer feedback made the need for change clear: an outdated CX gave little reason for repeat business.
This project lays out a strategy to elevate customer experience by leveraging UX principles onto a granular understanding of user pain-points and needs.