Net Promoter Score
Wells Fargo hired Bain & Company to run an audit of their website to help them identify opportunities for improvement and growth by tracking their Net Promoter Score. The password reset experience was a top journey that the bank wanted to improve its NPS by 16 points to meet its peers. I managed this project with a cross-functional working group with legal, the design team, product managers, business analysts and engineers.
Problem Statement
Wells Fargo’s password reset journey was identified has an opportunity for improving the Net Promoter Score. There were inherent technical issues as the front door of the app is the login screen that navigates the user to a mobile website. Therefore users changing their password, were navigated back and forth between experiences causing confusion. Additionally, there were legal and risk policies that needed to evolve to meet with user’s mental models of the experience e.g. password reveal. .
Summary
Net Promoter Score pioneers, Bain & Company, surveyed customers from leading financial institutions and found Wells Fargo trailing peers in the password reset journey. We went through a discovery period to examine the cause of login and password reset friction.
Purpose & Goal
Find out what password reset features could be built to raise Wells Fargo’s NPS 16 points to meet peers.
Methodology
Prototype the password experiences of the peers with higher scores run usability testing with 150 prospective customers and current customers.
Build a prototype with winning features from previous usability test to test with 20 prospective customers.
Approach
The CX team worked closely with the design team and on a weekly sprint cycle to complete the testing on an aggressive schedule.
By benchmarking ten of our competitor’s experiences, we were able to compare what features were motivating customers to score higher when surveyed with the Net Promoter Score question.
Outcome
Created a product roadmap using the winning features. Launched the new experience at end of 2020:
New content strategy for communication, including error messaging
Unmasking and masking password
Password rules at login
One-Time-Passcode SMS
One flow for username lookup and password reset
Testing Program
Net Promoter Score pioneers, Bain & Company, surveyed customers from leading financial institutions and found Wells Fargo trailing peers in the password reset journey. We went through a discovery period to examine the cause of login and password reset friction.
1
Baseline WF’s current password reset experience on desktop and mWeb
2
Test competitors’ password reset experience
3
Iterate on flows and test ideas to see what produces the NPS lift.
4
Build and test for tweaking functional and design changes
Findings Summary
FINDING
UI help content and error messaging is confusing and formal sounding.
Customers don’t always have their account number.
Customers need extra guide posting at login.
Too many screens.
Add some more security.
SOLUTION
We A/B tested error message content and saw an uplift in comprehension and customer satisfaction.
We added OTP to the password reset flow. After comparing current state and new flow, customers saw the OTP from a text as more convenient and secure option.
We added password rules at the login widget where they’re contextual rather than buried on the FAQ page.
We combined the username lookup and password reset flow.
We added PIN as an additional authentication method which made users feel like it was something they could recall but not something fraudsters would know
2020 Next Steps: Add security to the happy path, optimize edge cases
Keep more customers here through:
Password-free, Universal links, Passive binding and other initiatives
Impact: 495MM
Fast-track these customers by:
Adopting remediation best practices, encouraging self-service, and speeding banker interactions.
Impact: 6MM
Shift these customers up with:
Proactive credential remediation emails, SMS OTP options, and Error message enhancements
Impact:4MM
Team
Faith McGee (CX Research), Joe Rapoza (Experience Design) and Paul Patel (Experience Design)