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Info

I'm a product designer with a focus on Information Architecture, Visual Design and Interaction — using design thinking methodologies to solve problems for businesses and users.


Projects

  1. EIN Proofing, H&R Block
  2. Estate Planning, Ethos Life
  3. Sleep.EZ
  4. ACH Incentive, Ethos Life
  5. Client Preference Center, H&R Block


Mark


Objective

It is more beneficial for customers to provide their bank information rather than making their purchase with a credit card. While credit cards expire, ones bank information stays the same unless the account is closed. Our product team wanted to run an experiment that would reward customers with a $20 Amazon gift card if they chose ACH.

Solutions

There were two variants for this experiment:

  • Variant 1 is a static graphic element that appears just above the payment form. This experiment was later baselined.
  • Variant 2 included information about the incentive hidden in a dropdown which users would have to click to view. Through multiple iterations of this test, we also switched between displaying "$20 gift card" or "Recommended" next to the payment title.

Conclusion


Incentivizing ACH adoption created a 13% increase in conversion.
Mark