Truist One Checking Account
Research Planning, Generative Research, Usability Testing
Overview
Background
I created a multi-stage research plan that included surveys, card sorting, concept testing, and MVP usability testing for a new product Truist bank was launching. The new product was called Truist One is a linked checking and savings account that took the place of almost all existing accounts. Three research stages were planned but only two were executed due to timeline changes.
Role
Lead Researcher
Responsibilities
Construct research plan; manage stakeholder relations, communications and expectations; delegate studies to supporting researchers and 3rd parties; create surveys; moderate usability tests; data analysis
Teammates
Timeline
1 UX Researcher
2 Senior UX Researchers
1 recruitment vendor
5 weeks
Desired Outcomes
Users will be able to find desired information regarding Truist One accounts quickly and easily
Current and potential clients will be able to comprehend the tiered benefits system
Users will be inclined to open a Truist One account with a full understanding of the account features
Project Phases
Phase 1: Generative Research
Checking and Savings Account Information Importance
Responsibilities
Create 2 surveys with support
Quantitative data analysis
Present findings
Method
Surveys
Participants
300+ per survey
Research Objectives
Identify the information users are seeking when shopping for checking and savings accounts
Establish a hierarchy of importance for account features
Determine where in the IA users are expecting to find information on various features (product page, details page, Terms & Conditions)
Key Findings
These surveys revealed similar results in the information that users found important to know when shopping for a checking and savings account. However, there were slight differences between the two accounts in the top five most important features they wanted to know about.
Phase 2: IA Testing
Location Exploration Testing
This phase was not executed in full due to time constraints. Instead, I combined some research objectives with with Phase 1 upon execution to maximize resources.
Proposed Responsibilities
Develop card sorting protocol
Moderate follow up interviews
Coordinate with designers and content writers
Proposed Method
Card Sorting with follow up interviews
Proposed Participants
6 non-clients and 6 clients with a mix of ages and income
Research Objectives
Identify users’ mental model for information when shopping for a new account
Determine where in the IA users are expecting to find information about specific features (product page, details page, Terms & Conditions)
Establish key differences between clients and non-clients’ expectations for information on legacy accounts
Phase 3: Usability Testing
3a: Potential Clients Usability Study
Responsibilities
Lead intake meetings
Balance research and design goals with business and marketing goals
Moderate research sessions
Method
1 hour remote moderated usability sessions, 2x2 study
Participants
12 non-clients with a mix of ages and income
Research Objectives
Evaluate potential clients’ understanding of the Truist One Checking Account (TOCA)
Determine if current designs effectively communicate the intended audience for the TOCA and the cross-sell account (Truist Confidence Account)
Evaluate the best way to represent the tiered benefits to aid non-clients’ comprehension
Identify any usability issues that may arise between desktop and mobile devices
3b: Current Clients Usability Study
Responsibilities
Read-in second researcher on the study, communicate research objectives, coordinate session guides
Method
1 hour remote moderated usability sessions, 2x2 study
Participants
12 non-clients with a mix of ages and income
Research Objectives
Evaluate current clients’ understanding of the Truist One Checking Account (TOCA)
Evaluate the best way to represent the tiered benefits to aid clients’ comprehension
Identify any usability issues that may arise between desktop and mobile devices
Phase 3 Key Findings
Balancing issue severity, timeline and business goals, I presented five key findings to stakeholders relating to:
Effectiveness of product cross-sell
Learnability of new account information
Comprehension of account benefits
Perception of intended audience
Discoverability of account support features
Examples of two key findings
-
Introductory paragraphs don’t provide enough ‘helpful’ information for the amount of scrolling
This section of the page had been redesigned on order from the business side and testing content really allowed us to see the impact of it.
Recommendation: Keep the intro section ‘account-relevant’ and present new and relevant/desired account information.
-
Half of the participants thought the cross-sell was a summary of the Truist One Checking Account
Participants who weren’t aware of a second account thought the phrases such as “build your confidence” were messaging statements that they could have confidence when banking with Truist
Recommendation: Consider the implications of using Confidence as a product name vs. confidence as a word
Recommendation: Explore other ways to communicate that Truist Confidence is a separate account for a separate audience
Takeaways
Reflection
As a researcher, I can take a larger role in the product team by pushing for decisions that will generate assets and information necessary for research
It’s necessary for me to communicate with all tiers of stakeholders in order to better understand business and marketing goals
Taking a qualitative approach in Phase 1 would have generated a better understanding of people’s behaviors and attitudes
Impact
I presented the results to key stakeholders and facilitated discussion around the findings and provided recommendations for each issue found.
Since this research has been completed, teams have iterated on, developed, and deployed designs that incorporate these findings including a product page that instantly presents account-relevant details and language that clarifies the cross-sell product. These designs can be viewed live at https://www.truist.com/checking/truist-one-banking.
