Help Me Decide Tool
UX, Responsive Design, User Testing, User Journey, Behavioral Economics
Project Overview
BBVA customers tended to default to our free checking account option, because the label “free” seemed to be the most appealing. However, their lifestyle may have been better suited by a different bank account. Due to the similarities of the bank accounts we offer, this tool was created to help the customer select the bank account that is the most congruent with their lifestyle.
Examples of previous Sea of Blue promotion
The Challenges
Very similar accounts
While organizing our accounts, we noticed that many of them looked similar. These similarities made it difficult for customers to make a decision on which account would provide the best fit for their needs.
The “Free” problem
Our marketing team asked us to help our customers choose the account that would best fit their needs. Initially the solution seemed simple; we would show the customer accounts that we have and they would intuitively choose the right one. However, we discovered that most users ignored all other accounts once they saw “free” and immediately signed up for the free checking option, which led to BBVA losing millions of dollars in deposits.
Sitemap of Help Me Decide Modal
Solution
Our team created the Help Me Decide modal considering these challenges in order to streamline the customers decision making process. This tool allowed the customer to go through three simple prompts to narrow down their choices to the four bank accounts that would best fit their lifestyle.
Help Me Decide Modal
Results
The Help Me Decide Tool has been recognized by some of the best in Behavior Economics and has contributed to a lift of more than $2.7 million in annual incremental value to BBVA USA.
See it live here.