U.S. Bank Help System

The Client

U.S. Bank

The Problem

U.S. Bank Call centers cost were high. The bank wanted to reduce the volume of calls for minor issues. The existing app lacked comprehensive self-directed help content. Finding the right help topic was lackluster or difficult.

The Solution

Provide contextual help with curated content, tutorials and improved funnel to reach a banker.

My Role

UX Designer

What I Did

I worked with product managers, user researchers, business analysts , designers, scrum master and engineers to design, test and implement the help ecosystem.

Our Approach

I worked with our UX researchers, product managers, and subject matter experts to understand the current problem. This led to the investigation our first hypothesis to anticipate our users’ needs with difficult tasks. We learned users preferred self-service solutions over direct contact with a banker unless it was urgent. This led us to a three-tier help system to enable users to solve common questions on their own while offering personalized banker support when they need to speak with a banker.

Contextual Help

The first tier of our system is In-page help. Users can find contextual support through frequently asked questions and tutorials relative to task at hand.

Reactive Help

We also designed a proactive help prompt for contextual guidance if a user lingered too long on a page.

Guided Help

Guided help is our active walk-through tutorial. It will guide the user through every step of the process.

Native Help Center

The second tier of the ecosystem is a native help center. Prior to this, all help content was linked to a website. This frustrated users when they had weak network connections which led to frequent calls to the bank for help. The former website also lacked comprehensive content and a search engine to provide the right answers for our users.

The new Help center contains popular help topics, Guided help tutorials, search and a topics indexed for findability.

Personalized Contact Us

The final tier of this system is the personalized contact us. The former contact page was a list of general numbers. The redesigned feature provides support channels relevant to the user based on their relationship with the bank (e.g. based their products or services with the bank). This also made it easier for users who lose their wallet to contact the bank. The prior experience was to call the number on the back of their card, but a user cannot do so in this case. They will call the general hotline and redirected a few times before reaching the right banker to replace their card. With this redesign the user will have the ability to contact the right banker immediately or chat with a banker in the app to replace their card.