Account Access Block Investigation

Problem

Understanding the pain points related to the access journey and designing a solution proposal aimed at reducing the number of contacts to customer service.

Activities

• Analysis of internal data (Customer service call recordings);

• Mapping of the current journey;

• Synthesis of preliminary findings;

• Formulation of hypotheses;

• Analysis of the "Forgot My Password" functionality funnel;

• Presentation of results;

• Recommendations.

Process

Data Analysis & Journey Mapping

The preliminary research phase looked at the data available internally and provided by CXM and customer service.

Using call recordings, it was possible to map the current journey of users experiencing access issues.

Formulation of Hypotheses

By analyzing classified data from customer service contacts, it was possible to create some hypotheses around the obstacles encountered by users.

Hypotheses

• Blocked access before attempting to recover the password and did not realize it;

• Did not find the "Forgot My Password" button;

• Found the "Forgot My Password" button, clicked on "Reset", but did not receive an email or SMS;

• Started the password recovery process but did not understand how to complete it.

Funnel Analysis

More than half of the users abandoned the journey when they reached the "Code Verification" stage.

Results

Encountered Experience Issues

• "Forgot My Password" button visually competing with the "Cancel" button;

• Security questions with complex or ambiguous wording;

• Password change does not have supporting text to inform password specifications.

Recommendations

• Improve the visual hierarchy of the "Forgot My Password" button;

• Adjust wording of security questions;

• Provide guidance text for password creation;

• Add a secondary or flat "Forgot My Password" button in the password error alert message.

Expectations

The proposed improvements should not only help improve usability but also impact the number of users who complete the "Forgot My Password" journey. This, in turn, avoids customer service contacts.

Monitoring

Some metrics that can be monitored to track the implemented improvements:

• Journey Abandonment Rate

• Journey Completion Rate

• Event Tagging:

  • Journey completion button

  • Security code confirmation