Remote Account Opening
Company
Citibanamex
Role
Lead Product Designer
Year
2023-2024
We successfully transformed the Remote Account Opening (RAO) processes for debit accounts and credit cards into a smooth digital enrollment. This strategic optimisation of content, affordances and interactive elements across the user flow significantly improved user experience and boosted conversion funnels.
Problem
User drop-off and low conversion rates were rooted in:
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Unclear presentation of the product and the conditions offered.
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Poor system visibility and user feedback, while the APIs worked in the back.
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Complex architecture that depended on multiple internal and external databases and services.
Insight
The existing flow caused uncertainty: customers lacked clarity on the product and struggled with interface design and functionality, which undermined their trust in the product they were committing to.
Solution
The deep research pinpointed the most critical touchpoints for optimisation: - Landing pages, reducing four introductory screens to one with clear and precise content. - Personal data entry screens. - Loaders, giving a proper feedback to reduce drop-offs. - Signature section, reassuring the product's conditions to increase users' confidence.
The results
A shorter flow, clearer content and strategic interactions that make users feel confident during the acquisition of a digital financial product.
Research & collaboration
Research Methods
Internal stakeholders: Interviews (for Service blueprint)
External stakeholders: Funnel Analytics | User interviews | Usability Tests
Collaboration
This project involved cross-functional integration: - I led UX, UI, and Content designers, collaborated with UX researchers, and conducted interviews. - I orchestrated extensive collaboration with technical, legal/compliance, product, and digital sales teams.
Impact
With the strategic improvements, we:
Increased by 12% the acquisition rate
of the Level Two debit account within six months.