EasyUp by KeyBank
Saving banking customers $1 with each debit card purchase.
UX/UI case study, 2019
Project background
Starting with an idea
A business team presented stakeholders with a new product idea that aimed to attract new customers to Key Bank.
Collaboration worksession.
Product + Business + Technology + Legal + UX
Team members from around the bank came together for a two day worksession. With a fast approaching deadline, the managers' seemed focused on feasibility and not desirability.
Advocating for the user.
Some team members from other parts of the bank didn't understand the value of design. I worked with them to use a design process focused on customers. I gathering insights whenever possible and re-framed the product around the consumers’ needs.
Reframing the problem around the user.
Utilizing remote survey tools, online blogs, and forums, I uncovered tips and frustrations for saving money or paying down debt. With all these insights, I created a rough persona to gain empathy and guide my design decisions.
Key Insights/ Principles
I want to feel like I'm accomplishing something by paying down my debt.
I need positive motivation, these little savings will eventually add up, but seem unnoticeable at first.
I want this to be mindless; the idea of tracking one more financial thing really stresses me out.
Getting buy-in with collaborative sessions.
Collaborating with product and technology teams, every integration was loosely sketched out. Keeping our customers in mind, I pointed out areas of friction and proposed alternative solutions.
Moderated research
Take-aways:
The value proposition was not clear enough to prompt action
Opening TWO accounts was a significant barrier to switching banks
Language led to confusion about the experience
It was not always clear what the numbers and totals were representing
(Notes from our design researcher on staff)
Refinement
UX Writing
I created consistency and clarity by using language I heard from our research participants when describing the product.
UI & Brand Language
KeyBank’s digital team was in the middle of updating their brand language, and many aspects of the UI was in transition. Therefore, the UI for EasyUp had to be defined along with the new brand.
Introducing
Save money with every debit card purchase
For every debit card transaction, $1 is automatically transferred to a savings account.
Viewing & managing your savings
EasyUp is connect to a customer’s savings account where they can view their total contributions, edit settings, and temporarily pause the service.
Creating a seamless account opening experience.
The product’s goal was to drive new accounts. EasyUp had to integrate with the account opening experience.
Working with our sales and account originations team, we made it possible to open an account from the app while staying signed it to the app — the first time KeyBank offered this. After opening the account, users can continue signing up for EasyUp accounts, all within 5-8 minutes.
Considering all scenarios for existing members.
Collaborating with product manager and BA, we wrote requirements and designs for every possible scenario. For instance, since customers might have shared accounts, or no debit card.
No debit card
No savings account