ING
In short - A revised onboarding experience for investment clients.
Summary
Situation and challenge
At ING Bank, the onboarding process for new investment customers was scattered across multiple channels, and not always optimized for mobile web. Customers were often redirected to desktop versions mid-process, causing inconvenience. Additionally, lack of clarity on steps led to high dropout rates and uncertainty.
Action
To tackle these issues, a strategic plan was devised, inspired by holiday planning. The onboarding process was likened to preparing for a trip abroad, simplifying and clarifying each step. This approach aimed to engage users and make the process more understandable.
Deliver
The outcome was a significant improvement in the onboarding experience. Through data analytics, interviews, and testing, insights into user preferences were gained. A customer journey map facilitated collaboration and addressed improvement areas effectively.