Needs Navigator X-sell

Needs Navigator is an internal desktop application used by personal bankers in physical branches for sales activities like opening bank accounts.

In a joint account application, only the primary account holder is considered for additional welcome offers. How can we extend that to everyone else?

Solution

Redesign important pages within the existing sales journey to increase scalability to multiple customers and multiple product types.

Problem

How might we extend lending offers to all individuals in a joint account application to maximize cross-sell opportunities?

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Role

Lead product designer

Timeline

January – June 2024

Sectors

Banking

Team

1 journey lead

1 product owner

1 business analyst

6 developers

2 tech leads

3 quality assurance

1 product designer (me)

BUSINESS problem

In current state, only the primary account holder gets offers.

20-30% of account openings are joint applications. This means at least 20-30% opportunities lost in creating deeper client relationships from the get go.

user problem

For bankers opening joint accounts for customers, the constraint invites awkward conversations among the group.

Apart from the lost of business opportunity, for the front line employee having an in-person conversation with the group, being able to offer lending solutions only to the primary account holder creates an uncomfortable situation.

Unique project constraints

1. Adherence to existing business rules

Unique business rules shape the flow of the experience. For instance, a customer welcome offer can only be fulfilled when an everyday banking product is in the cart due to risk and legal requirements. This creates a specific limitation that the solution must accommodate.

2. Budget and feature requirements

While the ideal experience would have required a much larger scale transformation, the resources allocated for this specific feature limit the scope to only the minimum viable changes necessary to make the feature usable.

3. Unresolved design debt

Needs Navigator was not originally designed as a fulfillment platform. It began as a questionnaire tool to assist bankers in customer conversations. As a result, there are fundamental gaps in the information architecture and page structure.

design solution

The reimagined sales journey for cross selling lending opportunities to members of a joint application.

High level flow

Key features

1. Consent

A consent page helps provide talking points for bankers to explain the soft credit check required to pull a customer welcome offer request. The page was redesigned to be scalable for up to 4 individual applicants.

2. Product selection

The product selection page was redesigned to be decoupled from the needs assessment, and adapted to be more scalable with the future vision of becoming the entry point to all sales journeys in mind.

3. Checkout

A new wizard flow for setting up products is created for the checkout to reduce the number of pop-up windows that interrupt the user's checkout process.

Impact

1. 30% increase in opportunities for deepening client relationship

Joint account openings constitute about 20-30% of all account openings. Enabling joint account members to receive customer welcome offers in lending solutions guarantees an increase in products per customer, fostering deeper client relationships over time.

2. Formalized in-branch visit process

As part of the research for X-sell, I initiated in-person visits to physical branches. This led to a side project aimed at formalizing the process of organizing these visits. We recruited a list of branches from representative geographic locations to create a pool that teams could regularly engage with. This ensured that headquarters had easy access to frontline employees and that their voices were heard early in the design process.

3. Redesigned important steps of the sales journey

Leveraging the funding from this project, we incorporated design upgrades adjacent to the feature that might not have been implemented otherwise due to resource constraints.