Sea of Blue
UX, Responsive Design, User Testing, User Journey, Behavioral Economics
Project Overview
Sea Of Blue is a BBVA USA sign up campaign to get new customers to sign up for accounts. We use sign-up bonuses between $500 and $200 dollars to distinguish ourselves from other banks in the industry. These cash bonuses also help financial institutions bring in new deposits, which is important to us.
The Challenge
While signing up for any account is an achievement, the Marketing Team asked, “How do we influence the customer to bundle their accounts instead of getting one account?”. They were concerned that customers would be more likely to only open a checking account and forego a savings account. My task was to use design to persuade customers to open savings accounts in addition to checking accounts, which would be mutually beneficial to the bank and the customer.
Examples of previous Sea of Blue promotion
Ideate
I created an experience using the loss aversion method of Behavioral Economics. Considering that people don’t like losing or missing out on opportunities, I built a pre-selected option that highlighted the need for a bundled checking and savings account, while simultaneously cautioning the customer that if they did not select the option, they would miss out on a great opportunity.
Loss Aversion wireframe of user journey.
Results
While we are still waiting for the results of this test, we are already seeing user engagement, improve tremendously and a lower drop off rate.
