Mobile app – Jeff B Creative

Create a mobile app that solves the client’s need for communication and the customer’s need for account access.

THE CUSTOMER would like to perform the primary functions they perform now on the client websites.

THE CLIENT would like the mobile app to increase engagement and serve as an additional communication channel for loan management as well as marketing promotions.

design process

plan – prototype – development
Since the client already had a functioning website, we needed to work within the available functions and branding on the site. We built a list of site functions as our guideline and used site traffic to determine the hierarchy of features. From that, we created our initial screen/feature map.

goals

Loan Management

View pay-off progress
Loan balance
Next scheduled payment
Allow scheduling of ACH payments, payments + additional amount and PIF in app
Allow ACS debit card payments in app
Incorporate push notifications and a notification screen for personalized offers in app

Communication

Our clients choose to use just three channels of outbound customer communication – email • SMS • phone calls
Push notifications from the mobile app will offer another channel of less intrusive communication for both servicing and marketing.

Convenience

How the loan process works
FAQs
Customer communication preferences
Biometric login

Using data to define THE APP FEATURES

More users are opting out of both phone dials and SMS while a lower percentage are opting out of email.

PHONE OPTOUTS

optout rate since 2020

phone optouts

EMAIL OPTOUTS

the green line is optin

email optouts

The messaging challenge: Communication during a loan focuses on servicing the loan – Payment reminders, how to use the website and options for paying back faster. We’re very careful not to pitch another loan while the customer is still paying on one, so marketing messages that solicit a new loan can only happen after payoff. A customer can opt out of marketing messages on the website at any time during or after the loan.

The timing challenge: Most customers get another loan with our clients, or a competitor, within three weeks of paying off their current loan. Our window for pitching another loan must be timely, clearly communicated and engaging.

WEBSITE BEHAVIOR DATA

IN CHARTS
IN NUMBERS

Traffic to the Details page (orange line) – where customers check loan progress and make payments represent one of the highest traffic areas. These are the primary features incorporated into the mobile app.

80%
Direct homepage traffic goes to log in

3500
Sessions on account screen per week

2300
Sessions on loan details screen per week

FEATURES/SCREEN MAP

We created a screen map for customer benefits using data from website traffic and the functions list. This is a high-level view of basic flow and features. Sometimes, we break out individual functions into greater detail to ensure we don’t miss steps. In this case, we had the website to follow.

ITERATING WITH WIREFRAMES, THEN A HIGH-FIDELITY PROTOTYPE

We tested positioning and sizing, iterating with rough wireframes then, we moved on to a high-fidelity prototype in Adobe XD for stakeholder approval.

A NOTE ABOUT UI:

We were fortunate to have worked on the website for this client, so we could reuse many of the branding/UI elements we had already created.

prototype

With the mobile user scenario in mind, we designed a quick view and summary view into the app. This allows a graphical read of loan progress and next payment information. A quick swipe left or right shows the loan details.