Situation
One of the lines of business l oversaw as lead UX researcher was product group supporting carriers. That team supporting carriers included a product manager and a UX designer. We identified through early collaboration via the tool Full Story that there were significant drop off rates during our carrier registration process to our Triumph Pay product.
Task
I needed to create a research roadmap to improve the carrier onboarding experience into Triumph Pay. This had to be done with out recruiting true users because our recruitment vendor had not been stood up yet. Snowball recruiting was not an option because we were a bank and therefore if we tried to recruit/compensate ourselves then we would need to 1099 each participant and that was something the business was not willing to do.
Action
We created a discovery wall and compiled all known information associated with carrier registration. This included items like the carrier registration journey map, OKRs/KPIs associated with carrier registration, and a visualization of the flows happy and unhappy paths.
Next, we tagged each phase of the flow with questions we had. We then informed those questions with Full Story metrics around what our users did and where there drop offs were.
Informed by the metrics we collected, design created a prototype on Figma which solved for the problems we identified in FullStory. We then put that prototype through usability testing with a lookalike population to test and see if untrained eyes could see our registration process and complete it without support.
Solution
Post-Usability study we refined the registration process once more with the results and then rolled the new onboarding experience into production.
Example Impact:
Payor matching (Carriers matching themselves to brokers) during registration increased by 65%.
Carrier registration task completion increased by 20%.
Call volume of payor matching related tickets in Freshdesk (The tool our Agent Support Team used to create tickets) reduced by 85%.