product management
ux design
My role was Product Manager for this project. Since we were working with a part-time freelancer Product Designer, I covered every step of the process before the UI phase.
Improve customer satisfaction by optimizing our conversion rates in several user flows
At Bridge we offered to our customers several interfaces to simplify our API integration. These interfaces allow our customers' users to:
synchronize a bank account to get their transactions, accounts information, KYC information, etc.
make a payment by wire transfer
These interfaces were Bridge-branded and we received a lot of questions about their possible customizations, so we had two goals from two different perspectives:
from customers side: be able to use our features in white label mode, without having to do a heavy development effort
from users side: be able to perform stressful actions (synchronizing bank accounts or make a payment) in a fluid and homogeneous experience
The desired outcome here was to improve customer satisfaction while improving our conversion rates in our user flows.
Methods
Customer interviews to know why they want to use us in white label mode and what they want to customize
Customer tests to see if the setting interface was clear enough
User tests with customized interfaces
Key learnings
Customers want their user journey to be fully customized with their brand, but they are not ready to put so much development effort to do it
Users can get lost sometimes between Bridge interfaces and our customers interfaces, but they usually don’t pay too much attention
How Might We?
⭐️
How might we propose customized user journeys to our customers without developing something too heavy for us to maintain and too complicated for our customers to edit?
Success metrics
A customer can customize Bridge interfaces to their brand autonomously and in a few seconds.
Solution
We decided to allow our customers to lightly customize Bridge interfaces from their dashboard. We selected the key elements to be customized so that our interfaces can be branded to our customers colors very easily.
Wireframes
I made this wireframe of the customization form
Live render in production
Results
Less negotiation talks with leads who wanted to use tour interfaces in white label
3 different user journeys were impacted with the customization and the 3 conversion rates improved
