Smava - Checkout Process Redesign

Berlin, 2018 | @smava GmbH | real project

 

Background

I worked on this project as a UX Designer for Smava, Germany's leading loan portal making personal loans transparent, fair, and affordable for consumers.

 

Problem

The existing checkout process utilized a multi-step approach. The steps were; verification, identification, contract signage, and bank-approval. Visually the user had to go through four steps to finally get the desired loan. The process was not very user-friendly and also varied for each bank, with varying document requirements and differing online/offline capabilities.

 

Goal

Define a user-centric checkout process which prioritizes digital flows over the offline ones, encouraging (and empowering) users to complete the process without human support.

 

My role

I worked on this project as a UX Designer, partnered with Product Owner and Developers.

 

Approach

To determine how to best proceed, we ran a Google Design Sprint to focus in on possible solutions as quickly as possible. Once the Design Sprint is completed, my involvement is as follows:

1. First I went through the current processes together with PM, engineers.

2. Next, I did some user-interviews to ask how users felt about the current process to understand where users were having problems. This allowed me to come up with a hypothesis for how to improve the situation.

3. I talked with project stakeholders to ensure I understood all of the constraints. For example, which third-party providers there were to understand which areas I was not able to change.

4. Next I created user-flows to cover all the possible use cases. Then I got buy-in from the product managers and engineers.

5. Finally, I created the initiate design and iterated on it using feedback from user-testing.

 

 

I created a user-flow to make sure that I had a good understanding of the complete  user-journey.

 

Interview with Yu about video-ident experience:

Below is the sequence of steps and feedback from the user interview for the video-ident experience.

1- Take a photo of my face using my phone.
2- I'm asked to wave my hand in front of the camera I guess this is to prove I’m a real live person.
3- They switched my camera to the front camera remotely. I was surprised since I didn't realize this was possible.
4- The agent asks me to show my passport's ID page.
5- I'm asked to tilt the passport to allow them to see the reflections on it. This part was a bit difficult since I moved it too quickly and had to try again.
6- I was asked to read-aloud my passport number and my birth date. 
7- Then I was asked to show the front cover of the passport.
8- They sent me an SMS with a four-digit code which I needed to type in.
9- She said the number was correct and everything was now done. Success.
Overall, I felt that the process was very smooth and it went well. The only thing was that the first agent I spoke to during identity verification didn't speak English and so hung-up on me😅 I therefore needed to call again. The second time was successful, luckily.

 

Current Design Solutions (unfinished)

1. Below are the Overview and Document Upload sections

 

 

Before

After

Idea: User is shown an overview page. I am using completion bias to motivate the users to complete.

Ideas: I am using a conversational tone of voice to come across as friendly and helpful. I take this opportunity to also highlight some of the benefits of digital submission to encourage them to try this method.

 
 

2. Below is the video-ident process.

 

Before

After

 
 

 

Thank you for reading.

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