Client: Climb Credit — My Role: UX Design Consultant — Project Duration: 3 Weeks — Platform: Responsive website
Tools: Sketch, Invision, Optimal Sort, OmniGraffle, Adobe CC, Google Forms
Climb Credit was established in 2014 to provide educational loans for specialized, alternative, and trade programs. Stakeholders sought our expertise to increase use of their Refer-A-Friend program; however, our research into their perceived need revealed a larger overarching challenge: less than satisfactory user experience effects borrower experience and decreases the likelihood of making a referral.
INITIAL PROBLEM STATEMENT
How might we increase use of the Refer-A-Friend program?
Usability test of existing referral program Students enrolled in specialized educational programs
Stakeholder interviews Product, Engineering, Operations (aka Client Success), Marketing
User Interviews Climb clients, (general) student loan borrowers
User Net Promoter Score Survey Spreadsheet of customer feedback
Climb’s referral program can only be effective if:
current borrower knows someone who is also seeking alternate educational funding
current borrower has a positive experience with Climb
current borrower feels the incentive is worthwhile
current borrower has awareness of the program
...and that user experience along the life of the loan is problematic because
user portal information is not structured intuitively
some highly desired information not available on portal
loans are paid through a third party (UAS) but users experienced confusion and distrust because there was little communication that this would be happening: many users thought their loan had been sold to a different bank.
revised Problem statement
The likelihood of referring Climb to friends is directly related to their overall loan borrowing experience. Currently, communication between Climb and the borrower is sparse upon signing the contract and retrieval of specific and necessary information is not intuitive for the borrower on the dashboard.
How might we redesign the borrower portal so that the borrower has a better experience with Climb and is more likely to refer a friend?
Research to design
Patterns emerged from user interviews pointing to a better way to design the borrower portal and present important information
Important information not structured intuitively
→ Restructured information within portal
Refer a Friend program is not easily found
→ Placed button above the fold on portal
Borrower is not aware of the third party handling payments (UAS)
→ Included mandatory overlay message with information about UAS
Climb isn't proactive with promotion of referral program
→ Suggested standalone email to market the referral program
We conducted an open card sort to determine more intuitive groupings of information and found that three major groupings would be easier to navigate. Our revised portal design breaks information into the following tabs based on the results of that sort:
My Loan, with detailed financial information and helpful infographics to track payoff balances
Application History, to track applications for loans during the approval process
My Files, where statements, tax documents, copies of emails and uploaded documents are stored
To support Climb’s brand principles of accessibility, we placed a static navigation bar to the right of the main portal, giving quick, easy, and most importantly obvious access to borrower support and contact information, a helpful blog about finances and educational goals, and the referral button that had been lost in the previous design.
Revised Referral pop-up
University Accounting Service (UAS) handoff
Clients usually misinterpret payments being made through Climb's third party accountant as a new bank’s involvement and this fosters suspicion and distrust between the borrower and Climb.
Upon clicking on the “pay now” button in the portal’s first and most important screen, borrowers are first introduced to details about UAS before taken to its site to complete payment.
We proposed that a stand-alone reminder of the program could be deployed if Climb surveys revealed a borrower had become employed.
We also proposed, according to a suggested dollar-amount cap from Climb stakeholders, that the incentive itself could change over the course of the user journey.
Additionally, we believe the following additional steps would be beneficial:
Test an incentive for the referred friend
Test redesign of Refer a Friend CTA on website
Establish partnership deals for additional incentives
Figure out the feasibility of incorporating credentials for UAS within Climb’s site to further simplify the paying process