FROST DIGITAL ACCOUNT OPENING

While Frost Bank has long prided itself on “good ol’ face-to-face banking,” the bank also has the technology that allows customers to open checking accounts from the convenience of their phone. However, prospective customers were having a hard time doing it.

 

MY ROLE

Research and discovery
Content strategy
UX writing

the challenge

Based on analytics, we knew that half of potential customers struggled to find the “open an account” link, and that 40% of existing customers accidentally signed up for another account when they tried to login for the first time.

THE APPROACH

We tested language, layout, imagery, and content to optimize the process. We also asked potential customers if they had enough information from the app to open an account. In doing so, we improved the overall customer journey and decreased the number of accidental account openings.

 

USER TESTING

We tested the original design plus the three variants shown here. We also tested the mobile app marketing flow (the process a user goes through from seeing the app in the App Store/Google Play to becoming a customer) to ensure users had the content they needed to make a decision with confidence.

Landing Screen B.png
Landing Screen A.png
Landing Screen C 1.png

FINAL MARKETING FLOW

Armed with the testing results, we identified the right messaging and layout to optimize the Frost App landing screen for the first-time user. We also identified a more meaningful experience for the marketing flow from the App Store and Google Play. The updated flow provided users with the right information to open an account while communicating Frost’s brand pillars.