Conducting User Research on Home Loan Call-to-Action Panels to Gather Insights from Frontline Staff and New-to-Bank Customers, Leading to Actionable Insights for Improved User Experience and Engagement

The quick start application had a completion rate of 27%, while the request a call back form had 63%. Based on observation, I hypothesised that issues such as unclear questions, confusing content, and misleading form labels could be contributing to the low completion rate, impacting user engagement and success.

Situation

While I identified several issues with our form experiences, I needed to better understand how users perceive them and what they expect from these journeys. Additionally, I was unsure how information flowed to frontline staff and which details were crucial for them to effectively assist customers with home loans.

Complication

A study was conducted with 5 new-to-bank participants, including first-home buyers, next-home buyers, and investors, all excluding those who would apply in-branch. Additionally, 23 senior ANZ frontline staff were surveyed. These qualitative and quantitative studies provided valuable insights, which I presented to stakeholders to secure buy-in for change.

Resolution

Research deck slides showing outcome of the Apply online experience sentiment from customers and the Request a call back experience sentiment from customers. Along with a summary of all findings from the research I conducted.