Transaction in-line offer template

Channels Team – iOS / Android
05/02/2024

Transaction in-line offer template

Channels Team – iOS / Android
05/02/2024

Agenda

  • Define & Discovery
  • Design
  • Recommendations
  • Next steps

Define & discovery

Press release

Problem statement

The current recent transactions don’t provide any helpful product recommendations or offers to help customers grow their money.

Scope

Recent Transactions in-line offer template for the native dashboard.

Objectives and Key Results
  • Add ~5MM new impressions via transaction history placement.
  • Increase new inline transaction history ad zone click rate by 5% compared to the existing Zone 1 baseline (~.34% to ~35%).

Related projects

Responsive Web: Recent transactions update
Responsive Web: In-line offers

Audit

We identified multiple deltas while auditing the app (dashboard & account details) & OLB.

Deltas

There were seven types of deltas:

  1. Icon size
  2. Fonts (size & colors)
  3. Information layout
  4. Spacing
  5. Functionality
  6. Flow
  7. Placement
Recent transactions

Competitive analysis

Key findings

  1. Citi & Mint are the only ones with recent transactions on the dashboard.
  2. On Citi & Mint’s app, tapping recent transactions will bring the user to the transaction detail (unlike U.S. Bank).
  3. Citi & Mint have the recent transaction much higher on the dashboard than U.S. Bank.
In-line offers

Competitive analysis

Key findings

Transaction in-line offers

  1. Citi, Chase & Mint are the only examples found
  2. Citi reuses their inline offer on multiple locations
  3. Citi & Chase have similar UI
  4. Mint is the only one that’s dismissible
  5. Mint didn’t have an offer on the dashboard
  6. Apple has an inline offer in the App Store

Other

  1. Mint has a “View all” on recent transactions that brings users to a compiled list with a filter.
  2. Chase puts the same inline offer on the transaction detail screen
  3. Wells Fargo has a inline offer within their account component on the dashboard

User research

In four studies between 2020 to 2022, recent transactions were repeatedly identified as one of the top five reasons a user would visit the app.

Design

Direction A

Pros

  1. Easy to understand the connection with the specific transaction
  2. Shield component that used by Smart Assistant
  3. Subtle & non-invasive
  4. Reusable on other transaction lists (account details, goals, etc.)

Cons

  1. It doesn’t meet our U.S. Bank A11y policy
  2. Doesn’t count as a impression (important for KPIs)
  3. Lack of flexibility
  4. Doesn’t align with any of OLB concepts

Direction B

Pros

  1. Great for a general offer that are not tied to a transaction
  2. Aligns with OLB concepts
  3. More flexibility for content
  4. Reusable on other transaction lists (account details, goals, etc.)

Cons

It’s a little more effort to build & maintain compared to the other directions

Direction C

Pros

  1. Easy to understand the connection with the specific transaction
  2. More flexibility for content
  3. Reusable on other transaction lists (account details, goals, etc.)

Cons

None known

Recommendations

UI, functionality, & navigation

Recent transactions

Enhance the existing component by resolving deltas & align with users’ expectations.

  1. Match UI for consistency
  2. Remove dismissibility to meet parity with OLB & support the KPIs
  3. Navigate to the Transaction Details screen to meet parity with OLB & align with the user’s expectations
Placement

Recent transactions placement

Move the component up the screen below the accounts to meet parity with OLB & align with users’ top reasons for visiting the app.

In-line offers

Two different directions on the type:
  1. General Transactions: We hypothesize the click rate will increase when a user can visually see the connection between the offer and their behavior (i.e. transaction).
  2. One icon for all offers to create familiarly, speed up offer creation, & reduce the risk of unclear images due to size.
  3. The offer link will navigate within the app or web view.

Thank you