SurePay Instalments plan
Improving the customer experience for our revolving credit card customers using SurePay. My role was to uplift the user experience with a human-centred approach and data-driven decisioning in order to generate long-term business value.
01
The Project & The Problem
SurePay is a refinancing tool that helps revolving credit card customers manage their cash flow better. Customers can split their credit card purchases or balance into smaller, equal repayments over a selected period of time, and at a lower interest rate than the current card rate.
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The Business Problem:
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Low uptake of SurePay plans
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High drop-off in the application funnel
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With rising costs of living, and research (Australian Cards Council 2023) suggesting a growing appetite for instalments as a way of paying down debt, there was a real opportunity to get this right for our customers.
02
But, what is the customer problem?
It was imperative to understand what the customer perspective was, in regards to the problematic figures the business was showing us.
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Why the low uptake and high drop-offs?
I was determined to understand the history of the project and the product. This looked like:
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Reviewing past (if any) research
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Reviewing recent SurePay customer complaints
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Speaking with product stakeholders
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Analysing competitor and comparator, other experiences within the bank
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Conducting a heuristics evaluation across the multiple digital channels that surface SurePay
Particularly with the last exercise, I was able to extrapolate some assumptions to test and formulate a hypothesis to inform the next stage of design exploration.
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The Hypothesis:
We believe that low volume is attributed to the fact that customers cannot find SurePay easily from low discoverability and lack of understanding around the value,
So if we add contextual entry-points that clearly surface the value,
​We’ll see higher click-through into SurePay set up flow, which could lead to an increase in SurePay plan uptake
03
Design Explores
Off the back of round 1 of research, I had more of an understanding of our customer mental models and was able to derive and design a few different concepts to take to usability testing (round 2 of research).
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This stage of the process involved liaising with multiple design teams that own specific digital channels, design assets, tone of voice, product area (Accessibility, Mobile/Responsive, Research, Copy content). I also spoke with engineers to understand tech effort (in order to assess against the project's timelines).
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Through this collaboration, I came up with a few design variants - from quick wins to ideal concepts - which I prototyped and took to testing to observe what performed well and if there were still some perceptual barriers.
04
Ready for dev
Post-Testing, I revised and finalised the flow & designs and brought it back to the design forums/squad huddles.
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I also worked with my DJOM (analytics) to tag the entry-points and the pages in the flow in order to help us track the performance of the experience (adobe analytics).
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Additionally, the initial figures from current state analysis, formed the baseline in which to measure success of the product.
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Then it went to my PO for them to add and sequence the work into the Crew roadmap and squad backlog.
