Project Overview

The Debit Cards & Checks page brings together various products and features that fall under the “Payment Services” umbrella in one organized location, making it easier for clients to locate and use. 

The objective for this enhancement initiative was to implement changes that contributed to making digital channels the primary means by which retail banking clients manage their debit cards.

My Role

As the lead designer on the project, my responsibilities included:

  • Research shadowing alongside my cross-functional UX partners

  • Building and conducting navigation tree testing

  • Collaborating on the creation of product requirements

  • Creating user flows and design mockups

Discovery

finding enhancement opportunities

  • Participating alongside my cross-functional partners, I listened to and observed both phone and online chat customer support interactions. We also interviewed our client service and support (CS&S) representatives to understand Voice of Customer (VOC) terminology.

  • Supplemented that research with existing external and internal report findings relevenant to the topic.

  • Discovered that the #1 reason Schwab Bank clients call support is to reorder/replace their debit card.

Creating a Hypothesis

With the research that was done, we came up with a hypothesis and target metrics to track:

“By empowering our clients to reorder/replace their debit cards on Schwab digital channels, we will reduce DCR calls to CS&S (minutes saved)."

Target metrics after 60 days of launch

 

How We Solved It

Collaborating 

The team took a holistic approach by working with partners across Schwab to solve this in an optimal way.

 

Experimenting - Debit Cards & Checks Header Link 

The team conducted two experiments in production. The first focusing on the discoverability of header link in the main navigation.

Hypothesis:

“Providing clients higher level navigation by introducing a Debit Cards & Checks header link will improve discoverability of Replace Debit Card as well as Travel Notices and Card Lock/Unlock card features.”

2 months after launch, click-rate for Travel Notices and Lock/Unlock Card out-performed the previous 2 months’ click-rate without a header link. The experiment’s performance resulted in the change becoming permanent for this iteration of the menu structure.

BEFORE

AFTER

 

Experimenting - False Door

The second experiment was adding a “Replace debit card” link on the Debit Cards & Checks page. Client engagement indicated that this was an enhancement worth implementing.

Hypothesis:

“Giving clients a “Replace debit card” selection on the Debit Cards & Checks page (via a vanity phone number) will give us a baseline indication on what to expect for adoption of DCR upon feature launch.”

Data 2 months after launch

 

Designing clear and simple ordering process

I designed a straightforward, one-page order form that includes selections for:

  • Card being replaced

  • Reason it’s being replaced (with clarifying info about the status of old and new cards) 

  • Address it will be delivered to

  • Shipping method selection 

  • Stolen card procedure 

Highlighted at the top of the screen that stolen cards need to be reported with a call rep since it is a more urgent matter that requires additional steps. 

  • Selecting card being replaced  

Used a selection dropdown with a default selected since most users have one debit card with Schwab. 

  • Selecting reason for replacement  

Utilized radio buttons to display all replacement options weighted equally. 

  • Locking a card  

Present the option again to lock the card. This is initially presented on the main Debit Cards & Checks page. 

  • Selecting a shipping address 

In addition to shipping to the address on file, we’ve included the option to ship to a different address since it is common for card holders to lose cards while traveling and in need of a replacement where they are. 

  • Selecting a shipping Method

The digital order form includes the same shipping methods available through the phone. 

  • Doubling down on authentication

As an extra layer of security, a logged-in client must authenticate again before the transaction can be completed. This utilizes the Security team’s Stepped Up Authentication module.

Outcome

The debit card reorder experience launched in January 2020 and surpassed the 60-day target metrics.

User Experience Team

  • Susie Herbstritt - UX Manager

  • Dan Tran - UX Designer

  • Korey Logan - UX Content Strategist

  • Craig Tomlin - UX Researcher