Case study / Prototyping / User Research / UX/UI Design

Clubcard Pay Plus Onboarding

Deliver the best in class digital on-boarding experience for Clubcard Pay customers.

Role

Design Lead

Platform

Mobile / Web App

Client

Tesco Bank

Year

2020

Provide the best-in-class digital onboarding experience for Clubcard Pay customers

Objective

The objective was to design an onboarding experience from the ground up for the new ClubCard Pay+. It had to work on both the website and the mobile apps of Tesco Grocery. The design had to be reusable so that it could be replicated across all other Tesco Bank products in the future.

Idea

Re-think the onboarding experience from the ground up and provide a seamless onboarding experience for customers on all digital platforms.

High-level goals

Key Project Enhancements

Streamline the onboarding experience for all Tesco Bank products
Make sure the design is on brand and consistent for all the journeys
Improve the speed of application completion
Improve the conversion rate

Approach

Research & Validation

Before I designed the new onboarding journey, it was essential to gather insight into customer mental models, expectations and tolerance for the amount and type of questions asked during the application process for different financial products.

I worked with three other designers on the study and I was responsible for creating the closed card exercises that required participants to organise application questions from a full list drawn from a range of banking products into pre-defined categories, based on their expectations. Also, I was responsible for reviewing the 15-question survey that was used in the unmoderated user test with 300+ participants.

The insights helped the team to further reduce the question sets and we also understood that the questions mostly matched with customer expectations.

Design execution

For the design of the application, I used an existing 1QPP design pattern as it allowed customers to focus on one question per page with the benefits of getting through the application much quicker than a full-page application.

One design challenge was that this single onboarding journey required serving multiple channels on different devices as there were several entry points that customers could apply for this product, including the Tesco grocery mobile app, Tesco and Tesco Bank desktop and mobile version of the websites. To overcome that challenge, the design layout would need to be fluid and responsive from large to small devices.

Resolve technology impact

There were times when I had to work with developers to resolve some existing system impediments that would impact the experience of the journey. One example would be the postcode lookup issues.

The issue occurred when customers used their existing Clubcard account to apply for the product and as a result, the postcode passed through from the Clubcard database to Tesco Bank as a normal data string. Without performing an address lookup meant that we could not validate and guarantee that this would be a UK postcode and therefore could ultimately fail the application.

Also, we had to decide the prioritisation of the postcodes if the person was Known to Bank and had a Clubcard account. This was fixed by implementing an address lookup step to ensure this scenario would not happen.

Error handling

As part of the design I also captured all the error message examples across the Tesco Bank products to ensure the error copies were consistent for the Clubcard Pay+.

The design also captured the full impact of the unhappy path scenarios to make sure have full control of where and when an error would occur.

Beta testing

Early Customer Insights

To test the new onboarding journey with real customers to gain some early customer insights, I engaged with the manager who looked after the Tesco Bank community forum to set up a user test by sharing an HTML prototype and testing with a number of the forum members.

We had some positive feedback from the participants and they were all happy with the new onboarding experience. The result was then shared with the wider team and key stakeholders to manage their expectations.

Final Demo

Conclusion

The Clubcard Pay was soft launched in March 2021 and officially launched on 10 Jan 2022. I was part of the business checkout team to test the Clubcard Pay+ on the go live date and I supported the release by capturing a number defects that I had found and fed them back to the product team to resolve. The Clubcard Pay+ is now live and here’s the link to access it.