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PROBLEM/ CURRENT EXPERIENCE

L3 customers who want to set up Automatic Payment Withdrawals for amounts beyond the minimum must print, complete, and mail a physical form. The CLLO Loan Servicing Team images the form, and Conduit handles data entry to set up ACH.

POTENTIAL SOLUTION

Offer L3 authenticated customers a digital option to complete the form.

TARGET AUDIENCE

Customers wanting to self-serve, digitally setup or edit auto payment withdrawals for L3 Products (MVP targeting auto loan only customers).

DESIRED OUTCOMES

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  1. Call volume reduction.

  2. Increase customer self-service.

  3. Improve customer experience/CSAT scores.

UX SCENARIOS

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  1. Address all payment options (e.g., principal-only auto payments).

  2. Notify customers of successful or failed auto payment set up (prioritize failure).

  3. Define eligibility rules, like ineligibility for past-due customers, and clarify auto-pay doesn’t pay off loans.

Shikha Gupta

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Auto Payment Withdrawal form

Helping L3 (Loans, Lines, and Leases) customers in filling out the physical form to set up Automatic Payment Withdrawals for amounts beyond the minimum. 

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Impact: Achieved a 49% reduction in call volume and an annual cost savings of $100k–$125k.

Role

Lead Designer & Product Strategist

Timeline

2023-2024

Status

Contributions

Discover, Define, Design & Access

Live

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Problem Statement

Escrowed mortgage customers can only receive their escrow overage refund as a mailed check. The refund check is sent within the escrow statement envelope often resulting in customers missing it and/or requiring U.S. Bank to have to reissue the check.​

Potential Solution

L3 customers who want to set up Automatic Payment Withdrawals for amounts beyond the minimum must print, complete, and mail a physical form. The CLLO Loan Servicing Team images the form, and Conduit handles data entry to set up ACH.

Target Audience

Customers wanting to self-serve, digitally setup or edit auto payment withdrawals for L3 Products (MVP targeting auto loan only customers).

Desired Outcomes

  1. Call volume reduction.

  2. Increase customer self-service.

  3. Improve customer experience/CSAT scores.

UX Scenarios

  1. Address all payment options (e.g., principal-only auto payments).

  2. Notify customers of successful or failed auto payment set up (prioritize failure).

  3. Define eligibility rules, like ineligibility for past-due customers, and clarify auto-pay doesn’t pay off loans.

My Responsibilites

As a UX Designer, I led the entire design process from discovery to final evaluation:

  • Discovery: Conducted user research, journey mapping, and competitor analysis. Collaborated with cross-functional teams and held design thinking workshops to uncover user needs. Developed personas to guide design decisions.

  • Define: Turned research into actionable requirements, created user stories, and designed low-fidelity wireframes for early validation.

  • Design: Produced high-fidelity designs following brand/UI guidelines. Led design reviews, added detailed annotations for development, and ensured WCAG accessibility compliance.

  • Assess: Presented designs for feedback, conducted usability testing, and refined designs based on insights.

Discover Phase

  1. Created journey maps detailing user goals, actions, emotions, pain points, and opportunities.

  2. Shared insights with stakeholders to enhance understanding of user needs.

  3. Ensured digital experience mirrored the physical form for user familiarity.

  4. Developed a discovery flow diagram for various user scenarios.

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Define Phase

  1. Created low-fidelity wireframes and an interactive prototype, gathering stakeholder feedback.

  2. Iterated designs based on feedback to align with user and business needs.

  3. Collaborated with developers and product managers for design feasibility before high-fidelity stages.

  4. Ensured accessibility and clarity by working with the A11y team and content designer.

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Design Phase

  1. Proposed a new entry point to improve discoverability.

  2. Aligned designs with other products for a seamless journey.

  3. Redirected customers to Bill Pay experience for monthly minimum payment scenario.

  4. Added a disclaimer about autopay removal and a "Download PDF" option for traditional form users.

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Assess Phase​

In this phase, I carried out a usability test, for which I developed a test plan. After making design adjustments based on the test findings, I presented the updated designs during an experience review to gather insights from a broader audience before finalizing them for implementation.

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Goal: To understand review entry points on the account dashboard and in the disclaimer section, redirect to Bill Pay experience.

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Qualitative Research

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  1. Developed a test plan (questionnaire e.g. Likert scales, rating scales, and both open and close-ended).

  2. Conducted with 50 participants in an unmoderated mode, desktop version. 

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Quantitative Research

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​I learned that:

Task: Entry point "Set up or edit autopay"

  • Participants understood how to set up or edit autopay but struggled to distinguish between the two, as both experiences appeared identical.

Most expected to see eligibility for recurring payments at the start of the digital form or when initiating the process.

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Task 2: Monthly minimum payment

  • Participants (40%) did face confusion on seeing a “monthly minimum payment” option under a disclaimer. Ex: One of the participants commented “I did not see that disclaimer when filling out the form, in fact I thought the screen I was filling out was for the monthly minimum payment”. They were not clear what is going to happen next after clicking on “Pay bills” link.

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Task 3: Add accounts, Review, Terms of Service, and Confirmation Screens

  • All participants clearly understood the second screen asking for account details.

  • The review and confirmation screens were also easy to understand.

  • Participants recognized that autopay would not be implemented immediately after submission but expected to receive an email with the actual start date right away.

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Key Results 

Expectations: Met the goals 

  1. Achieved a 49% reduction in call volume.

  2. Annual cost savings of $100k–$125k.

  3. Enhanced customer experience, with users now preferring the digital experience over the physical form.

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Key takeaways​

  1. Customers prefer to see the related information (like minimum payment amount) for a smoother process.

  2. Deep linking to an experience can reduce confusion for consistency.

  3. Including an option under a disclaimer is ineffective and will likely be overlooked.

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