1. Face of Finance 2013
Improving Online Lead
Generation for Bank
Applications
Prepared by Jason Smith and Jim Dalglish
October 30, 2013

2. Today’s Presenters
Jason Smith
Managing Director
and Founder
jason@oho.com
© 2013 OHO Interactive. www.oho.com 617-499-4900
Jim Dalglish
Associate Director
Information Architecture
and Research
jim@oho.com

3. The Problem

4. The Problem
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Use of third-party transaction sites is economical from a
development perspective, but costs the organization in
their ability to deliver a branded and seamless user
experience.
In addition, usability and marketing issues inherent in third
party systems negatively impacts business goals and
increases costs in other parts of the organization:
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Increased call center costs
Increased use of offline methods to complete transactions
Decreased online completion rates
Negative impact to brand perceptions
© 2013 OHO Interactive. www.oho.com 617-499-4900

5. Branded Institution Marketing Site
© 2013 OHO Interactive. www.oho.com 617-499-4900

6. The Challenge
Conceptualize, design and test
a new user interface that is proven
to significantly reduce calls to the
service center and to
increase online transactions

7. Current Site
Deficiencies
User Testing & Heuristics

10. Initial User Testing and Heuristics
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Banner image distracting
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The banner image at the top does not support the
content (i.e., it is not a picture of a vehicle) and there
is no meaning to the image. Users complained the
area was “dead space.”
Sidebar content misleads users
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Since the information looks like ads, the content
became invisible to users.
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Users viewed the right column content as “ads” from
third party sites.
Even when asked directly to find the loan calculators
on the page users were not able to locate them in the
right column content.
Lack of any intermediate calls to action
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The only call to action is to “Apply Now” which is a
barrier since the page is not answering all key
questions.
Lack of visual/verbal balance
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The page is not easily visually digestable. The dense
text makes the page feel incomplete, and turn to
other channels to answer their questions.
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Only one participant (a researcher and analyst) found
the dense text to be comforting.
© 2013 OHO Interactive. www.oho.com 617-499-4900

11. Initial Testing and Heuristics
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© 2013 OHO Interactive. www.oho.com 617-499-4900
Lack of detail in rate information
– The current rate information table
is too imprecise and does not
provide enough information for a
users to ballpark an estimate. The
current site requires users to access
a new page to view this information.

12. puppylove
© 2013 OHO Interactive. www.oho.com 617-499-4900

13. Initial User Testing and Heuristics
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Lack of clearly visible recourse
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Users found accessible help systems and
recourse options comforting
When presented with accessible recourse
options most users do not use the phone
number to complete the transaction.
Lack of clear presentation of application
steps
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The current HUECU auto loans page does not
explain the process of applying for a loan:
How much time is required? What documents
are required?
Failure to answer key questions
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The current page requires too much reading
and it does not provide all of the critical
information: e.g., Do I need to be a current
HUECU customer? What will my monthly
payment be Failure to build investment
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The current HUECU auto loan page fails to
build any user investment before subjecting
the user to the third-party application.
© 2013 OHO Interactive. www.oho.com 617-499-4900

14. Motivational Factors for Users
Four Key Categories
How effectively does your site use these elements to motivate users?
Product
Impressions
Page Elements
Trust Builders
Satisfiers /
Sweeteners
Brand Associations
Page Hierarchies
Security Info
Financial Incentives
Name Recognition
Progress Indicators
Legitimizers
“Gamification”
Messaging
Verbal / Visual Balance
Advertising
Information Flow
Recourse Options
Community
Elements
Photography
Graphic Design
Testimonials
Illustration
Call to Action
Reviews
Convenience
Elements

15. The Prototype

16. Prototype Goals
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Clear marketing and positioning statement for the offer at the top
of the page that reinforces HUECU’s community connection
Increased emphasis on the rates for different vehicle types
Clear, concise steps that prepare the user to apply
Better balance of text and graphics in a more visual presentation
Testimonials that add credibility and act as a motivator to
encourage completion
Addition of multiple, visible ways to get help or answers to
questions
Multiple, meaningful calls to action
© 2013 OHO Interactive. www.oho.com 617-499-4900

22. The Results

23. User Test
Prototype vs. Current Site

25. SUS reveals user need for phone calls
decreases in the new concept
* The content for the stepped out process (#1-4) puts “Car information” as step 1, but the
actual step 1 is “Create an Account”. This inconsistency bothered people, and was more
apparent on the new concept.

26. Motivation Comparison
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The new loan process flow concept developed by OHO tested better on all 7 motivation
criteria. Most importantly, the new loan concept page decreases the need to make a
phone call to complete the process and increases motivation to apply for a loan.
* Lower score is better for this question.
© 2013 OHO Interactive. www.oho.com 617-499-4900

27. Understanding Net Promoter Scores
-57
0
20
NPS
NPS
NPS
Detractors Dominate
Fail to complete process.
Drive business away.
Website killing business.
Optimized User Engagement
Users complete process.
Leads are converted into
loyal customers.
© 2013 OHO Interactive. www.oho.com 617-499-4900
Users Become Promoters
Users complete process.
Users become promoters.
Users grow your business for you.

28. Wireframe concept
has positive impact on
web conversions.
Current website
is having a
negative impact
Significant business improvement.
Keep users on your site,
instead of driving them away and
telling other people to avoid it.
-60
-50
-40
-30
-20
-57 NetPromoter
HUECU
Current
Page
© 2013 OHO Interactive. www.oho.com 617-499-4900
-10
0
0 NetPromoter
OHO
New
Concept
10
20
20 NetPromoter
Banking
Industry
Average

29. Recommendations

30. How does your bank
improve its online
customer experience
without building
expensive custom
software?

31. Recommendations
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Provide enough information so that the customer is ready to take the first step
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Clearly set user expectations for the experience:
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Time to complete
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Documents required
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Number of steps
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Explicit outcomes
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Clearly link the visual design - make the experience as seamless as possible
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Provide supplemental tools, guides and resources customers can use to explore the offering on their
own
Include customer testimonials and product reviews as motivation for initiation and completion of the
process
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Provide examples of success for a variety of customer segments
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Include legitimizers to reassure customers that providing information to your organization is safe and
secure
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When possible, include positive community-building messages - environmental consciousness,
philanthropic initiatives, etc.
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When possible, provide jump-starts for customers who have completed a portion of the process
during a previous session
Include recourse options - if all the other elements are in place the customer will not use them, but
their presence will provide comfort and incentive to complete online
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© 2013 OHO Interactive. www.oho.com 617-499-4900

32. Questions and Discussion
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OHO Interactive is a thriving, curious, creative team of 30
strategists, creatives, and developers solving business
problems in the digital space. We’re passionate about helping
companies catch up and outpace their competition.
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We love solving really hard problems – simply.
We believe in listening to users.
We are nerdy about research, results and metrics.
We specialize in research, UXD, and Drupal development.
We like using social and search to get people to use what we create.
We like to work with great people – especially in education, publishing
and healthcare.
15 years later, we’re still working with our first client – they’re great.
© 2013 OHO Interactive. www.oho.com 617-499-4900