Driven “Small to Medium Business”

UX Manager, UX Lead

Group: North America – Fuels

Devices: Desktop, Mobile

Team: 

• 1 – 2 – UX Consultants
• 2 – 14 Developers 
• 1 – 6 QA
• 1 – 4 Product Owners
• 1 – 2 Stakeholders

Duration:

• 4+ years

Challenges:

• How might an account manager/driver user activate their account more quickly (< 30 days from credit check)?
• How might an account manager user more easily get the Card to the driver (< 48 hours from receipt of the Card)
• How might a non-customer get pre-approved for more credit and more products?
• How might a user become more engaged with the app in ways that are not only paying a bill?
• How might a user be more aware of credit usage/upgrade opportunities?
• How might an administrator be enabled to subscribe to more products?
• How might a driver be more successful in fixing issues at merchants and stores?
• How might a driver be more successful in managing their own Card and PIN numbers?
• How might an account holder better secure the card authorizations on their account?
• How might a cardholder more securely verify their card / account / plan, without needing to call customer support or their administrator?

Deliverables:

• ~2,200 wireframes / year (created, maintained)
• 150+ flow diagrams (users, systems) / year
• 211 UI component library
• 60+ UX consultations / year
• 50+ pages of annotations / year
• 12 research projects, 45 sessions / year – Interview scripts with multiple paths
• ~1,250+ responses / year – Online Surveys (Email, Web) with linear path
• 360+ responses / year – In-app feedback feature, linear
• Human analysis of data (raw data, system-generated data, video/audio, transcription)
• Interactive prototypes
  • Register / Sign Up  / Account setup
  • Card order
  • Card activations
  • Card management
  • Upsell/Cross-Sell product interface
• Ride-along with Drivers

My contributions:

• Team lead – 99%
• Hiring / Team building – 90%
• Design Library creation – 80%
• Reporting / Presentations – 80%
• Creating interactive prototypes – 70%
• Reviewing / approving designs – 90%
• Interviewer – 50%
• Data analysis – 50%
• Promoting / Selling UX services – 30 – 50%
• Content Writer – 60%

My team, including my group’s VP,  contributed in other amounts, in other collaborative and useful ways.

Measure:

• ~40 Human Interviews
• ~50 Listening to customer support calls
• 4 – 12 Sales, Customer support representative interviews
• Live product usage data
• Google Analytics, Adobe Target, SalesForce 

Conditions:

• Team size, configuration, and various process changes
• UX team was moved to different groups 3x
• Limited budgets ($0 – $150,000 / annual)
• Various changes in senior leadership
• Some unconventional development practices (automation tests, reviews, UATs)
• Sub-standard development quality
• 1-4 Front-end UI Developers
• Above standard QA team

Results:

• +1.2% Card Order submissions – Estimated $1M+ annual revenue 2020 – 2022 – Driven web
• 70% – Reduced load time Driven web (7 sec to 2.5 sec) – 2024
• +3% – Increase in customer self-service of PINs 2022 – Driven web.
• +2% – Increase in customer self-service of Purchase Profiles – 2023 – Driven web
• +3.5 – Increase in customer self-service user/account provisioning – 2022 – Driven web
• +20% – Increased Card self-authorizations by customers between 2023 – 2024 – Driven network
• -9% – Reduced customer support call volume through self-service enhancements – Driven network
• +1.2 – Increase in visits per user, per month (from 1.5 to 2.7 visits) 2021 – Driven network
• 100%+ – Increase in user count up to (from ~5,000 to ~500,000 users) 2024 – Driven Network

Contact me for a demo.