mobile redesign saves $200K by reducing calls to the help center
The redesign of our app, featuring biometric login and simplified Information Architecture and task flows,
led to an impressive 82% reduction in call center inquiries just two weeks post-launch.
The Problem
A loan servicing company faced a significant challenge with their payment platform. The existing system, though responsive, was difficult to use on mobile devices leading to user frustration, increased call center volume, and damage to the company's reputation.
Recognizing the need for a streamlined and mobile-friendly solution, the UX design team embarked on a project to redesign the loan payment experience.
research and discovery
The UX design lead conducted extensive research to understand the users' pain points and needs. Through interviews, diary studies, and customer journey mapping, the team uncovered critical insights:
- Mobile-First Imperative: Students primarily used their smartphones to access the platform, necessitating a mobile-first design approach.
- Streamlined Flow: The existing user flow was complex and prone to errors, hindering payment completion.
- Data Accessibility: Users had to repeatedly enter account numbers and passwords, adding friction to the process.
- Branding Inconsistencies: The mobile experience lacked visual cohesion with the brand identity.
Preloading Data Reduced Cognitive Load
Based on research findings, the team implemented key design changes:
- Mobile-First Design: Prioritized the mobile experience, optimizing the layout, interactions, and information hierarchy for small screens.
- Two-Factor Authentication and Data Storage: Enabled users to securely save account numbers and payment methods on their smartphones.
- Simplified User Flow: Streamlined the payment process, minimizing steps and reducing cognitive load.
- Card-Based UI: Utilized cards to present information in a digestible and visually appealing manner.
- Behavioral Design: Encouraged enrollment in autopayments to reduce future friction.
- Thumbprint Login: Offered a quick and secure login option.
Information Architecture
leadership approach
Our journey began by deeply engaging with users to understand their daily challenges and aspirations. We built a community of 30 power users who became our partners in design, providing continuous feedback and insights. This collaborative approach transformed the traditional development cycle into an ongoing dialogue between users and developers.
KEY INSIGHTS & SOLUTIONS
Through active listening and iteration, we discovered that navigation preferences varied significantly across roles and institutions. Rather than impose a rigid structure, we shifted to a customizable sidebar design where users could organize their most-used dashboards. We developed a comprehensive design system that ensured visual consistency while enabling rapid development and customization.
MEASURABLE IMPACT
The new navigation system reduced time spent finding information by 20%. More importantly, users began to feel ownership of the platform, customizing their workspaces to match their unique workflows. The implementation of our design system accelerated development cycles while maintaining consistency across all features.
STRATEGIC DESIGN LEADERSHIP
This transformation went beyond building a digital product - it changed how universities interact with their financial data. By empowering users to shape their experience, we created advocates who drove adoption across their organizations. Our design system provided the foundation for rapid iteration while ensuring a cohesive user experience.
KEY TAKEAWAYS
Building tools that truly serve users requires more than technical expertise - it demands partnership. By creating a strong community of power users and implementing systems that enabled customization while maintaining consistency, we delivered a solution that continues to evolve with its users' needs.
Prototype
Results and impact
Lessons in user-driven innovation
This transformation demonstrated the power of user partnership in product development. By establishing strong feedback channels and implementing a design system that balanced customization with consistency, we created more than a dashboard - we built a platform that continues to evolve with its users' needs.