B2B & Saas
Including 'Pix Automático' product in the business product hiring for (BB Digital PJ) Banco do Brasil’s corporate clients.
overview
overview
Company: Banco do Brasil
My role: Product Designer
Timeline: 2 months
Responsabilities:
UX Research;
Journey Mapping;
Leading and Conducting Card Sorting;
Interface Design;
Validation;
Planning and Running Usability Tests;
Reporting / Creating Reports;
This project emerged from the need to redesign the product hiring journey within BB Digital PJ (the bank's digital channel for business clients), as well as the need to include a new product that would be available there: Pix Automático.
This product is considered a major advancement in Brazil’s payment system, and there was a strong demand for it to be made available to BB clients as quickly as possible. Its goal is to simplify recurring payments for the clients of companies with management contracts at Banco do Brasil. Read more.
I had two months and these two main needs to address, so I kicked off planning and alignment meetings to deeply understand the product, the needs of my team, the business as a whole, and the employees who have direct relationships with our business clients.
After understanding the needs, I decided to apply a few UX tools to organize my strategy and outline the key improvement points in the journey.
1. Information architecture (usual flow)
I held two meetings with the development team already working on the product to map the current journey/flow and understand the starting point, the end point, and the language used with the user throughout the process.
2. Heuristic Evaluation
After that, I decided to conduct a heuristic evaluation before designing the new journey, in order to identify usability improvement points and assign a score to the system.
In the next step I was able to identify the main usability pain points and use them to guide improvements in the redesign.
Key focus areas for improvement:
Standardizing components based on the new design system.
UX writing with greater emphasis on tasks, including clear descriptions and labels for key actions so users understand what they are signing up for and the details of the service.
Reordering information on the screens based on level of importance.
WCAG: Accessibility guidelines were used as a reference and carefully considered to validate and test our solution.
1.3.1 Info and Relationships
1.3.3 Sensory Characteristics
3.2.3 Consistent Navigation
3.2.4 Consistent Identification
Usability testing
I developed a usability test plan and was able to gather valuable feedback:
3 out of 5 users were unable to complete the sign-up form.
3 users questioned the actual purpose of the Automatic Pix feature.
Based on this feedback, I brought together the business team and UX writing colleagues to review the input criteria and explore better ways to guide users through the process.
Card sorting
We noticed that users were mainly struggling with understanding the product and the tasks involved, so I decided to run a card sorting session with the stakeholders and the support of the UX writing team to reorganize the information, identify usability issues, and deeply refine the language and communication throughout the journey.
After the sessions, we were able to reduce the amount of information in the flow and deliver a much clearer and more effective user communication.
The impact
〰️
The impact 〰️
85%
reduction in user errors during usability testing.