Many customers open an account but do not use it, meaning they do not perform actions such as PIX transactions, transfers, receiving salary deposits, among others. When a customer goes more than a month without using the account, we consider them inactive. We proposed building a landing page (LP) with solutions for our customers' inactivity reasons and including a brief survey to gain deeper insights into the reasons behind their inactivity.
The main challenge in this case was to modify the direction of the received demand: Initially, we were asked to simply map out some possibilities and guide towards potential solutions, but we enhanced it by conducting a survey to also identify other pain points that we were not aware of. The outcome was very positive, and we discovered several pain points.
We've developed some hypotheses about the user experience in collaboration with the marketing and CX teams:
- Customers open accounts solely expecting to get a credit limit.
- Some customers may not have received their physical cards.
- Customers who have lost their cards or whose cards have stopped working may not know how to request a replacement.
- Customers may be unsure how to change the card delivery address in the app.
We then proceeded through the design stages, focusing on guiding towards solutions when encountering a problem, and also identifying other points that we were not aware of before implementing this flow:
- Understanding of business rules;
- Construction of the flow in high fidelity (Figma);
- Review with internal design team;
- Flow improvements based on feedbacks;
- Validation of the flow with stakeholders;
- Final adjustments;
- Handoff to stakeholders and development team;
- Monitoring the results.
