User Flow and Personas
After reviewing and documenting available data from call centres, web analytics, and surveys about our users, we worked closely with our PO and BA to identify and categorize the user's pain points. As UX designers, we made it easier for rest of the team to understand, prioritize, and communicate the problems through the utilization of user flows and parsons.
Our next step involved further research to create and demonstrate potential solutions. Our methods involved competitive research through the study of comparison tools in various platforms—e-Commerce and other banks—and user interviews. We also took advantage of existing user research concerning comparison tools. This research noted how users interact with the information presented in tables, both on mobile and desktop formats.
What We Learned
We discovered that to create a great comparison tool the key is to demonstrate at least two products side-by-side. Based on our research, we concluded that there is no benefit in showing more than 3 or 4 products at one time—since if one needs to focus on more than 4 items, the task of retaining all pertinent information can become challenging. Therefore, there is higher risk of making the wrong selection.
Another interesting discovery involved our user types. We learned that we can divide our users into two groups—represented by 'A' and 'B.'
Users from group A are detailed-oriented—their decision making process involves researching their options fully before making a decision. They don't mind consuming lots of information in order to find their answer. This group also enjoys employing help of technology during their research.
Users from group B are more likely to be overwhelmed by a plethora of options. They have an idea of what they want and seek options that are related to their preconception. They don't like to spend time on details; aiming to pick an option as fast as possible.
After getting to know our users, we came up with two solutions for each group in order to help them in their decision-making process. We used Credit Card Comparison Tool for group A–so they can see all the possible options and compare them. Credit Card Selector was employed for group B—wherein we narrow down their options by asking them few questions to understand what are they looking for, and presenting only the relevant options to them.