Self-Service Account Management
When the Hive app was first introduced there was a very limited account menu. As the app evolved, the products and services grew, and it became vital for both the customer experience and the Hive call centre, to implement a fully supporting self-serve account management section. I was tasked with leading the conceptual design development, and design production of the UX journeys and UI across native/web app and desktop
Design Brief
Design and deliver a full self-service account management menu for Hive customers, across app and web. Give customers the self-service features they would expect to have, whilst eliminating the need for them to contact the Hive call centre, reducing demand and costs to the business.
I used the following methods
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Requirements gathering
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MI - Management Information
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Desktop research
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Salesforce knowledge
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Boxever knowledge
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UX mapping/wireframing
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Prototyping, concept testing & refinement
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Usability testing
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Hive honey design system
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UI Design production and handover
Design vision
One place where you can easily find and update anything related to your Hive account. The experience should be consistent regardless of the platform, but make use of the extra real estate on larger screen sizes. It should also incorporate an element of stickiness to help increase future sales and retention.
Phased menu approach
The project epic was broken down into stories, each menu item (story) was delivered in a phased approach, but this would create challenges and restrictions due to the menu being inside the native app, whilst all the account features were using web app.
To attain more flexibilty in the phased role out, I suggested migrating the account menu (above) from native app to web app. The visual flow below shows my recommendation in improving the backend, whilst also laying the foundations in improving the CX. This would include a much needed landing screen for their account and giving educational prompts as to where the user can access the new account features menu.
Creating a landing screen
The account link originally defaulted to the personal details screen (the first menu item). I quickly realised we were missing an opportunity in creating and utilising a bespoke landing screen, where we could upsell and surface time relevant actions burried in the menu structure. So I started to investigate how we could incorporate a richer, bespoke experience, whilst delivering a phased feature approach. What would the MVP look like, and what would the ultimate experience look like?
Merging the special offers screen into a bespoke account landing screen would help deliver a richer visual experience, whilst investigating how we could improve the copy by using MI and Boxever data to explain to users why they were being shown these offers in their account.
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Some of the examples we could exploit:
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Customer has browsed product recently, or overly expressed interest, cookie tracking
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Product would work well with their existing products
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Subscription upsells for their existing products
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Renewal offers
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Exposing crime figures for their postcode to promote security products
Personalisation
More personalisation could be achieved by creating conversational copy relating to both the offers and time relevant account actions. Surfacing important information burried within the menu items on the landing screen, could help users get to the important things more quickly. It would also help to reduce the need of highlighting menu items with lots of action indicators. MI data suggested that the majority of customers would not have more than two actions, if any at all. So the special offers would dominate the landing screen in most cases.
Surfacing relevant timely quick links on the account home screen to reduce the number of steps to accesss via the menu.
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Saved payment method for subscriptions and plans about to expire
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Returns status, refund processed
Surfacing relevant timely quick links on the account home screen to reduce the number of steps to accesss via the menu.
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Setup two factor authentication
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Warranty documents for recent purchases
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Orders status and tracking
Accommodating phased requirements
Business requirement was to implement feature components on the account landing screen in phases, so other ways of drawing users attention, before it was availble on the landing screen, could be done with menu indicators, web banner notifications and in-app notifications. Expired payment method example shown below.
Subscriptions
Subscriptions was one of the most exciting opportunities in the self-serve account, allowing the business to create retention offers through the cancellation journey, test different offers in the live environment, A/B testing, and allow more options, like "pause subscription" etc.
Expired/cancelled subs would always show in their account, allowing future oportunities to get the customer to renew.
Marketing led content would help remind users about the subscription F&B's if they had forgotten why they'd signed up. With bespoke harder sell copy when needed. Example below is changing the imagergy and content from above, to play on the fears of not having the Hive leak subscription.
