NEW ACCOUNT
Questrade Financial Group
Project Overview
A special request from Questrade CIO to investigate how to improve the discoverability of the Questmobile app "Open new account" access point. Increase the number of accounts per customer was one of the biggest goals of the company. Questrade counts with 20+ account types for customers expand their investments.
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KEY RESULTS
- 34.09% increase on the button conversion.
- 2.6% increase in new accounts opened.
- +67K clicks on Add New Account button in 3 months
Stage One
An unmoderated user test with the current design was conducted to assess user behavior and uncover opportunities. This test was planned with 24 participants that answered where they would go to open a new account. A repeated behavior was analyzed: Participants were searching at the account selector dropdown, but not recognizing the ”+” icon as the access point.
- •20 completed through the Hamburger menu.
- •2 completed through the accounts dropdown.
- •2 didn’t complete.
- •0.23s avg. to complete the task.
Stage Two
Another unmoderated user testing with the concept one was conducted aiming to evaluate the solution proposed. Tested with 50 participants, the percentage of participants who clicked on the account selector access point also increased from 8.33% to 40%.
- •26 completed through the Hamburger menu.
- •20 completed through the accounts dropdown.
- •4 didn’t complete.
- •0.9s avg. to complete the task.
Stage Three
While the first concept was being tested, a second concept was introduced for discussion with a subtly different positioning. An unmoderated A/B testing comparing the effectiveness between design concept one and two was conducted looking to make a decision based on performance.
- Was considered participants who completed the task at the account selector.
- •100% Version A (left) success rate.
- •77.78% Version B (right) success rate.
- Based on these results Concept One was implemented, generating the key results.
