Improving the complaint submission process
Challenge
When people can’t get a problem fixed with their bank, they can submit a complaint to the CFPB, who will forward it to the company and work to get a response. However, analytics showed a higher-than-expected bounce rate.
Action
Identified pain points using analytics, heatmaps, clickstream analysis, and usability testing.
Conducted a content audit, identifying redundancies and items to explore in testing.
Design & content: Created an interactive prototype used for testing, updating content between user research sessions.
Ran multiple rounds of user research refining interactive prototypes in between sessions.
Result
Reduced content by 40%, lowered bounce rate, increased time on page, and boosted complaint submissions by 1,000 per week.
Content audit
Visually coding the content helped stakeholders recognize redundancies and areas to explore during testing.
Analytics and heatmaps showed many visitors were distracted by a search box rather than helped.
Company:
Consumer Financial Protection Bureau
Timing:
Quick design sprint February 2022
Goal:
Make it easier to start a complaint and better set expectations of the complaint process.
Skills:
Prototyping
Usability testing
Concept sketching
Content strategy