WISE CASE STUDY
debit card registration
1. Project Overview
Target Client: Wise
Role: Digital UX Writer
About Current Debit Card Registration:
The design and ease of registration was generally positive, welcoming and easy. The process took 4 steps (after already having an account with Wise): shipping address, set a pin, payment, identity check.
User experience was only perfect when the user made no errors. If a user made a mistake on any of the 4 steps, they were not able to go back during the process or correct the error. Wise gives three options: email, chat or call. All three were problematic at the time of this case study.
If a user doesn’t enter their shipping address completely correct, they will not be able to go back to correct the address after continuing to another step.
At the end of registration, the user is not asked to verify if all their information is correct and edit it.
The user is not able to cancel their registration while in process in order to start a new registration. This means, they must complete it before canceling.
Email was unresponsive
Chat bot was not working
Call center was overloaded with calls. When reached, could only help with limited things. She could not redirect the card to a new address, she could only cancel it and refund me so I could order a new one.
Delivery is only immediate for certain countries. If you live in Europe, America, you might have to wait 3 weeks or more for the card without the possibility of paying for Expedited shipping. This seems flawed and a service that could be easily available if the user is willing to pay for it. You can qualify for Expedited shipping if you ship the card to the UK, Australia or Singapore.
Revise and suggest improved UX copy and features to increase user success and decrease incomplete card registration. Complete and Successful card registration means the user receives and uses the card.
Fix chatbot bugs. Assure brand voice is consistent. Also assure that the chatbot addresses every customer concern that it is possible without a live agent.
2. UX Process
The user research consisted of finding complaints posted online since the company is well-known. Also, a questionnaire was conducted to a sample of potential customers who didn’t know Wise or haven’t used their services yet.
The customer reviews revealed that the address change was one of the most pronounced and reoccurring challenges users faced. If a user is just checking out the registration process and then wants to come back and register properly. When a user is not able to fix their error during registration, they must rely on competent customer service, which wasn't always the case.
I tried out the registration with the wrong address and found that the complaints were correct. After entering the wrong address and continuing the process, it was not possible to edit the address, even before finishing registration.
The three solutions offered by Wise were problematic: The email went unanswered, the chatbot was buggy and kept sending the initial greeting over and over again, and the call service took 20 minutes of waiting (which if you are calling from a foreign country, can be expensive). Fortunately, the call representative was friendly and helpful. She did what she could which was helpful but not an overwhelmingly easy solution for user experience.
A 10 question questionnaire went out to a small sample group which confirmed that this user issue would turn away about 30% of customers, frustrate about 60% of them even though they would try to fix the problem themselves, and the rest were unsure or not bothered.
3. Creative Process
Following the personality and brand voice of Wise, I implemented the new features using appropriate diction and word count. The personality of Wise is young and light-hearted with an emphasis on ease with banking. They target the young globe-trotter or foreigner living and/or working in another country with another currency. They make banking easy and fun. They are not corporate, stiff or serious like normal banking seems to be. They are a trusted friend that is not ripping you off. The copy reads as if a friend is helping and instructing the user how to get what they want: the easiest and cheapest currency conversion. Friendly, witty, smart and trustworthy.
Some trouble arose in collecting customer feedback on the questionnaire. Some didn’t fill it out completely accurately. Some gave the same answer to every question and others seemed to choose random answers because two answers to a similar question were contradicting like:
Question: Would the length in steps to acquire a card deter you at all?
Question: If it is absolutely necessary that you acquire a card from this bank, how many steps are you willing to complete?
It would be important to incorporate a large customer feedback sample size in order to account for some of the disingenuous remarks and reviews. It would be even more accurate to have the ability to filter the reviews or to screen the customers in order to guarantee accountability, but this could insinuate a bias based on choosing the reviewers.
Create a ‘back’ button in order to return to a previous page and edit information.
Provide a ‘review info’ page after finishing registration for customer to review, edit and approve information before submitting. (text example below)
Improve chatbot & fix bugs. Personality: genial, friendly, down-to-earth.
If error was made during registration, chatbot should direct customer to cancel card and then reregister. If card has not been sent out yet, the customer should be reimbursed.
WISE: REVIEW INFO
Is this correct? Please make sure all your info is correct, then select continue.
WISE: CHATBOT TEXT
Chatbot Sample Text
Hey, how can I help you?
Try 'registration, login or edit address'
Edit address, ok. If you already completed registration for the card, you must cancel and register for a new one.
Read our guide on how here.
If you cancel the card before we sent it out, be sure to reach out to our customer agents for a refund!
Contact us here.
If your card has already been sent out, you won't be refunded.
Find out how to do this in the FAQs