Billing Optimisations
The billing tab is the second most visited area of the app generating approximately 126k calls per month into the contact centre at a cost of £2.20 each.
With most customers visiting the app on a monthly basis to view their bills it is essential that the bills tab is easy to navigate and provides clear information to prevent any user confusion that will lead to contact centre calls.
After a detailed analysis of the bills tab it was clear that customers were experiencing a range of issues that were preventing them from viewing and understanding their bills.
Below are list of issues found on the bills tab:
Slow loading: Loading times took an average of over seven seconds to load billing information.
Truncation: On smaller devices copy on buttons and forms were obscure,truncated or overlapping.
Accessibility issues : Across different areas of the bills accessibility voice over functionality was limited.
Information Architecture: Lack of visual hierarchy and in ability to distinguishing between different areas of the bill.
User experience: Poor use of notifications and banners.
Click the image below to view the old billing screens
These problems were further supported by the qualitative data from the contact centre and surveys (Medallia) highlighting that customers experiencing a lack of understanding with information on the bills tab.
While quantitative data observed in analytical tools (Adobe Omniture) outlined chats and calls were being made as a direct result of visiting the bills tab.
With this information it was clear that the bills tab needed to be updated and by working closely with my UX team I drove forward UX best practice to resolve the problems at hand.
The result was a clean, easy to interpret billing tab that presented billing information clearly and intuitively.
Some of the key changes included:
A simple two columns approach to promote information retrieval
Removal of pop-ups and implementing succinct information
Creation of a previous bills section to promote faster loading
Click the image below to view the new billing screens
In order to understand the effectiveness of this new design pre-development, tests were conducted with users from a wide range of demographics.
The first test conducted was the 5 second click test, to measure user recall and design impressions of the new design vs the original design.
Almost 60% of the participants found the existing design cluttered while almost 70% of the participants found the new design to provide a greater clarity of information
The second test conducted was a click test with a goal of identifying and recording how users performed when carrying out various task-based scenarios.
The result conclusively proved that across the four individual tasks conducted 70% – 86% of participants found the new design to be a far more effective design for the bills tab and this new design was implemented onto the app.
Select the images below to view test results
