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.
Our goals during this design sprint were to make it easier to find how and where to start a complaint and to change the content to better set expectations of the complaint process.
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 helped identify redundancies and areas to explore during testing..
Analytics and heatmaps showed many visitors were distracted by a search box rather than helped.
Mobile and desktop sized screenshots of the revised page.