Creating welcome experiences tailored to the auto and spend/save consumers
Personalized Welcome Experiences
The existing Ally app offered a generic welcome flow for all users, but lacked personalization for more targeted consumers. Our challenge was to design and develop unique tailored welcome experiences that would both guide new auto loan customers through critical onboarding steps and introduce new save and spend customers to the specific benefits of opening both accounts together.
Challenge
Approach
In order to achieve this, I collaborated closely with business stakeholders, the app development team, and our internal UX group to define goals and requirements. With regards to auto, we identified key onboarding actions—credential setup, enrolling in auto pay, and opting into paperless statements—that needed to be highlighted in the journey. For save and spend, we focused on the value props that existed when the two products were used together, examples including buckets/boosters and surprise savings.
To bring these visions to life, I designed a series of screens for each experience, creating a step-by-step journey with a clear hierarchy of actions and engaging visuals. Our UX team built a working prototype that we used to present the flow to senior leadership. This prototype allowed stakeholders to experience the journey firsthand, helping secure buy-in and alignment across the business. Multiple iterations were made based on feedback from both leadership and internal testing, ensuring the design was both user-friendly and technically feasible.
The completed flows allowed Ally to serve targeted experiences in addition to the generic welcome flow. They not only streamlined critical auto account setup actions, but also allowed targeted bank consumers to better understand benefits of combining multiple bank products. The completed project allows for a reusable template and design standard for future targeted experiences.
Results
