Identity Theft Monitoring
Identity Theft Monitoring helps safeguard customers' personal and financial information against identity theft and online fraud.
This is a 2-phase project which took about 8 months. I was responsible for all UI design decisions, including all of the end-to-end interaction and a component guide(WCAG 2.0 compliant). I'm going to just talk about the dashboard here.
Analyze Current Experience
56% of people quit the product because they don't see the foundational value, why?
In order to understand the experience from our customer's perspective, we recruited 20 current customers and 20 cancelled customers, asking their opinion on their experience along the way. Both the product usage data and initial customer interviews show that people don't understand the full scope of the product. We concluded the research by uncovering 3 main pain points.
Goal and Objectives
Our main goal was to motivate increased usage of the product. We wanted to lower the call center volume while making the experience engaging. We asked ourselves if we were meeting three key objectives:
- Give the customers the peace of mind that their data is safe in a few seconds.
- Give customers the impression that the product is working for them 24/7.
- Show customers new data they can have monitored.
Iterating and Testing
Our three main challenges were -
- What information do customers care about most and how to reflect that hierarchy effectively?
- How to show the potential of benefits that customers can reap if they do a little bit more work?
- How to make the UI structure flexible enough to accommodate all the scenarios and those possible future features?
How would the dashboard will display information?
While working with the whole team to ranking the content in each bucket based on product goals and user research, I also started exploring different UIs and rapidly testing and iterating on them.
I decided to use card-based layout since it provides summaries of different types of content. The next question was - how to define the card's aspect ratio so that the content hierarchy could be reflected and also all cards would fit together. We also had technical challenges. For example, implementing expandable cards in responsive design.
After multiple rounds of user testing and iterations, I set 3 different card sizes for the "Activity Snap Shot" section in the dashboard as you can see below.
- Customer data such as their current status and credit scores are easily accessible.
- Features that customers don't use are highlighted such as using profile completion percentage to indicate new data they can have monitored.
- Ghosting information helps upselling.
- Count up animation of total alerts issued last month is one of the ways to give customers a better picture of the work done behind the scenes.
Interactions with the Dashboard
Takeover modal is employed when a user edit monitoring items from "Quick Access" section as you can see below. Takeover modal enables a user to interact with a complex form while having the ability to go back to their previous view quickly.
Along with instruction and offer to answer questions if needed.