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REVISION HISTORY
04.27.2011 CB
04.22.2011 CB
04.21.2011 CB
04.20.2011 CB
04.04.2011 CB
Layered Complexity 7
Scenario 1 10
Scenario 2 14
Scenario 3 18
CX Considerations 22
Business Drivers 30
Next Steps 33
• Articulate the fundamental business requirements for the Online Wires project.
• Understand and identify key issues and barriers that impact the customer experience.
• Create a roadmap and determine next steps for implementing customer experience design.
Customer Feedback
• Customers have a clear understanding
of wires
Hogan
SWIFT Servicing
MT103
Browser
(Online)
WF Wire
OPs Pay Dirt
Branch/
Store
Process SVP/Banker
Exception Save/Access
Fed Wire Platforms
Recipient Data
Mobile
Dedicated
800 Number Online Help
OCS Priority
Queuing
No integration across
channels/touchpoints Improve cross-channel Phone Banker
In-Store/Branch experience
Mobile In-Store/Branch
CEO CEO WF.com
Online Online
Phone Banker
Currently offered in the branch and by phone Reduce costs through self service channels like
based on approval of manual forms. web and mobile.
CEO offers wires online and through their mobile A standalone product may be quicker to market as
app. a mobile service.
Bof A, Chase, and Citibank have an online wires Avoid customer attrition by not offering online wires
offering. when our competition does.
Advanced Access?
T&C’s What’s this?
Help/Service
SWIFT/BIC/IBANN/ABN Lookup
Add Recipients
Advanced Access/Authentication
The wires experience is potentially a multi-layered process which involves additional security measures
and authentication, lookup tools for routing numbers, etc. and various levels of help, servicing, and
disclosures.
A well designed first-time customer experience, clear servicing guidelines and a nicely orchestrated
cross-channel experience will be key for Online Wires success.
P2PBillINTERFI
Pay
widely used and easily understood by
customers.
FXOL
ICT
?
• It might be hard to integrate Online Wires
into our money movement offerings because
wires is a product that works across our
EXPress SEND
current tab structure.
Customer
Support
Firsttime
Customer
EMOtiOns
tOuCHPoinTs
PHONE WEB MOBILE
The UK
is 8 hours ahead.
I can save time by
doing it online.
Cancel Continue
HARRy
EMOtiOns
tOuCHPoinTs
PHONE WEB MOBILE
EMOtiOns
tOuCHPoinTs
PHONE WEB MOBILE
$
approaching and the company suggests
that Bill wires the $100,000.00
to their account.
EMOtiOns
tOuCHPoinTs
PHONE WEB STORE
EMOtiOns
tOuCHPoinTs
PHONE WEB STORE
Let me pull
it up for you
I need to
ask a couple of
questions
EMOtiOns
tOuCHPoinTs
PHONE WEB STORE
UKRANIAN
DEVELOPMENT
TEAM
EMOtiOns
tOuCHPoinTs
PHONE WEB MOBILE
Wires
| To anoth
unts
your acco
Between
Outgoing
EMOtiOns
tOuCHPoinTs
PHONE WEB MOBILE
OPEN
On his way to the meeting, Jerry decides to send the wire from his mobile phone. His previous wire
recipient info is accesible on his phone and always saved for future use.
EMOtiOns
tOuCHPoinTs
PHONE WEB MOBILE
Account Access
Manage Guest Users
WF Consumer
Transfers
Between your accounts | To another customer | To another country
Cancel Continue
WF Consumer
Transfers
Between your accounts | Send & Receive Money | To another country International wires add
complexity (currency
Send Money conversion, etc.) and start
to break UI framework.
Send Money Receive Money Manage Contacts
Add recipient module would
need to have options for
From Account Select Any routing codes and account
Send To Select Any Add Recipient numbers, etc. Currently,
assumes you’re sending to
Amount $ About Limits a person. What about a title
or investment company?
Description This will be seen by you and your recipient.
For first-time online wires,
Choose Delivery Speed* there may need to be
pre-defined limits to
3 business days ACH $3.00 5pm PST cutoff time
mitigate risk.
Next business day ACH $10.00 5pm PST cutoff time
For wire eligible accounts,
the wire option would be
Same business day Wire $25.00 3pm PST cutoff time
selectable.
Cancel Continue
WF Consumer
Transfers
Between your accounts | To another customer | To another country
Cancel Submit
What you’ll need:
Advanced Access What’s this?
Recipient ABN/Routing Number What’s this?
WF BiZ
Transfers & Payments
Overview | Bill Pay | Transfers | Tax Payments
Between your accoiunts To another customer To another country
Between the cutoff time of one business day and the next, $1000 is the maximum amount that you
can transfer online from your account to the accounts of other Wells Fargo customers.
Need to send more? Try Online Wire Transfers
Hooks, triggers, and entry
points for online wires will be
key to its success, especially
as a standalone service.
WF Consumer
Transfers
Between your accounts | To another customer | To another country
Because of the potential
complexity of the experience,
Advanced Access is required for this transaction. What’s this? dynamic and conditional
Sign up NOW!
displays can help reduce
customer confusion and
frustrations.
Advanced Access is required for this transaction. What’s this? Progressive disclosure and
hide/show patterns can also
help reduce clutter and keep
the customer on task.
• Cost savings benefit from time and personel servicing in-store wires (73 FTE’s/yr, $1.5M/yr)
• Increase utilization of foreign currency. Generate revenue from foreign currency conversion($5M/yr)
• CX will continue to support business goals and user needs through UCD process.
• Transparency should be given to standard attributes such as fees, limits, cutoff times,
disclosures, etc., but also to support the business goals, we need to be transparent around
foreign currency conversion and its associated customer benefits.
• Be empathetic and respectful of the emotional and stressful nature often associated with
high-value, urgent transactions. (Communication strategy, voice and tone, are important to
support this goal.)
• A standalone wires service may be a desirable short-term approach. Customers know what
wires are and are already looking for them under specific circumstances.
• We need to give consideration to the current IA and tab structure and better understand the
quickly shifting money movement landscape to accomodate our new products and services
that are presently making the current structure obsolete.
• The capacity to save and re-use customer data and recipient info within online wires and
across the enterprise will help make this a good customer experience and reduce customer
pain points.
• Short-term, may consider enabling online channel for repetitive wires only after the recipient
accounts have been verified by an initial in-store wire.
• Wires are the riskiest out of bank transfer for both the cusomer and the bank.
• Fraud prevention measures and risk management are critical to enable this functionality
online, let alone mobile.
• Because security is a huge and central component surrounding this experience for both the
bank and customer, this process needs to be bullet-proof, front and center, but not get in the
way of completing the transaction.
• There are added complexities and anomalies because the wires product spans both
domestic and foreign transactions. International transfers may have different limits, intermediary
banks, certain types of specific routing codes (SWIFT or IBANN), and the additional layer of
currency conversion.
• Our ability to communicate clearly to the customer about our money movement story and the
differences between alternative transfer products is a challenge. (The FedEx model will have
additional complexity to accurately describe our transfer products.)
• Consider the possibility of conducting Listening Labs with low fidelity or clickable (iRise)
prototypes to gain more insights into usability before commiting to a full Usability study.
(CX & LOB)
• CX to begin modeling the experience: design for wireframes & actual screen mock-ups for
online wires experience. (CX)
• Gain more understaniding into the MMS Roadmap from key stakeholders consider near-term,
mid-term, and long-term affects and impacts to this project and MMS. (LOB)
• Gain approval to pass through Stage Gate 2 and get additional resources to move forward.(LOB)
1 2 3
Call Center
Acount OLB/WIB Store Go to 2nd Signature Store Manager
Validation
Branch/ Required Approval
Services Entry Point Locator
Store
Tiered Limits & Security Steps
Wires
BIZ or
BIZ Landing Page May not be
Consumer?
This may not be a (BIZ) necessary to
separate page but
segment out
could be a module or
Help tile on the Wires
landing page Consumer Physical
Go to Receipt Exit Branch/
Branch/ Store
Store
Advanced Wires
Advanced
Access Access
Cancel/ Landing Page Alerts
See Activity
No Modify Sent
Sign Up EnrolledY/N? (Consumer)
Saved
Recipients
Add SWIFT/BIC
Recipient Select From Transfer Advanced Advanced Verify &
Lookup No Access Approved Options No Confirmation
Recipient Y/N? Info/Details Account Details Code Y/N
Submit
Popular Yes
Recipients Not
Approved Yes
Print
Receipt Save for
Standard Terms & SWIFT/ Intermediary Reuse
Future/
Templates Conditions BIC Bank Info
Recurring?
Lightbox
Customer picks Customer glances Customer enters Customer fills out Customer gets a paper Money shows up Customer logs in to
up phone at clock local branch paper form receipt of transaction Two hours pass by in account Online Banking
Customer calls a Phone Customer notices the Customer enters the Customer fills out the Customer gets a paper Wire transfer is complete Customer goes online
Banker to initiate a wire clock and realizes that the branch store and is greet- form with the details for receipt for the wire and funds appear in the later in the evening and
Customer Actions
transfer to their daughter end of business day in ed by a customer service the wire. He does have transfer and thanks the customer’s dughter’s recieves an email
FRONT STAGE
who is traveling in Europe Frankfurt is fast approach- person who directs then questions about what is banker for his help account. confirmation that funds
and has been robbed. ing. Overcome by a sense to a banker who can help or isn’t required and the have been recieved at the
of urgency he grabs his with the wire transfer. in-store banker is helpful. destination account
keys and heads to his Customer’s signature is
local branch. He doesn’t required.
want his daughter sleep-
ing on a park bench.
LINE OF
INTERACTION
Front-of-stage
Interactions
Phone Banker explains to The banker gives the Banker verifies details Banker tells customer that
customer that wires need customer a form that they with customer and enters information for this trans-
to be initiated in a branch need to fill out with the transaction details into the action will be kept on file
store. details of the wire transfer. system. in case of future wires.
LINE OF VISIBILTY
Back-of-stage
Interactions
Because it is a high-value
transaction and the banker
does not have a lot of
experience with wires, a
BACK STAGE
manaager’s approval is
required.
LINE OF INTERNAL
INTERACTION