Reimagining 'My Account' for Domestic and General customers
CLIENT: DOMESTIC & GENERAL
Transforming the personalised account experience for D&G customers to increase retention and help customers easily manage their home appliances
The problem
The existing logged in account experience offered customers little incentive to revisit. The experience lacked engaging content or incentives to return.
My goal was to transform the personalised account experience to increase retention and help customers more easily manage their home appliances
Discovery Findings
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Bounce rates at login to My Account were high
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Login felt like a barrier to customers
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The existing My Account experience offered customers little incentive to visit
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Low levels of personalisation
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Customers weren’t able to view appliances they had registered but not insured
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Content was almost unchanging from visit to visit
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No opportunity to purchase additional cover from within My Account
Ideation
I explored numerous ways to increase engagement, and improve the customer experience including:
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Introducing a notification and message centre
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Enabling customers to quickly view all of their registered and protected appliances
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Added personalised reminders to register for commonly owned appliances
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Introduced personalised cross selling
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Added relevant and topical maintenance and repair tips
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Added blog link
High fidelity prototype
Following testing of low fi wireframes and a number of rounds of iterations I designed a high fidelity prototype in Figma, displaying proposed new features and improved navigation, with an enhanced UI.
Each appliance is displayed in an expandable card, to minimise scrolling and enable at-a-glance visibility of all plans and registrations
Colour coded banners and iconography signpost the status of each plan. Cross sell banners are surfaced within expired plans
Personality is injected through editorial tone, use of colour and playful iconography
Tips of the day and a weather widget increases engagement.
Incentives and reminders to register new appliances.
Modals are triggered at relevant opportunities to drive sales
Outcomes
The concepts were well received by business stakeholders and in early user first impression tests. Further testing and reiteration is planned to refine the concepts, with a view to moving in to production. The new approach to UI has sparked future creative development across the site.
It is expected the new features will reduce drop off, drive sales, increase engagement and trust.