Regional Bank
Launches Innovative
Consumer Credit
Builder Product

Review Summary
  • Financial Services
  • UX Audit & User Testing
  • Credit Score Improvement Portal
  • 51-200 employees
  • Austin, Texas

“I found that they delivered on what they said they would deliver on.”

– CEO & Founder, Austin Capital Bank

5/5 CLIENT REVIEW

CASE STUDY
CLIENT REVIEW

 

Our user experience redesign lowered Credit Strong’s cost per customer and enabled significantly higher user adoption. In addition to technical partnership, we provided Austin Capital Bank with the coaching they needed to launch into the next phase of digital transformation.



“We wanted to have a third-party opinion that what we’d built was indeed well-architected and scalable, and Praxent provided us with that independent verification. They also had really good UI/UX suggestions and feedback, a lot of which we’ve incorporated into our product’s customer interface.”

Erik Beguin, CEO of Austin Capital Bank

Summary

The Problem

While traffic soared on the Credit Strong mobile website, adoption rates were lower than they should have been

A design flaw in the mobile site’s user flow was costing Austin Capital Bank unnecessary fees

Driven by long-term vision for growth in digital finance, Austin Capital Bank sought help creating and implementing product plans that support that vision

How We Helped

STRATEGY

Equip Austin Capital Bank to create and implement smart product plans that support their long-term digital strategy.

Provide built in knowledge-transfer with personalized mentorship, coaching and formal evaluations.

DESIGN

Conduct a heuristic e valuation to identify strengths and weaknesses of the current Credit Strong website experience

Clickable prototyping of the new user interface design

DEVELOP

Seamless transfer to internal team

The Outcomes

Positioned them to experience higher user adoption rates

Provided a significant reduction in client-onboarding expenses

Created ability to garner greater market share by owning and managing future digital innovations

Austin Capital Bank came to us for help improving their already high user adoption rate and optimizing the mobile website user experience. What they didn’t know is that we would also equip them with the processes and structure to move their digital finance business into the next stage of growth.

Austin Capital Bank created the Credit Strong platform to help their clients build a credit score without applying for a credit card. The mobile-friendly site provides customers with an extremely valuable paid service: the ability to take out a loan that goes straight into a savings account so they can pay interest without losing money.

The Problem

When Austin Capital Bank chose us as their product management partner, their Credit Strong mobile site was already experiencing high rates of user adoption; yet, given the amount of traffic they were seeing, it was clear adoption rates could be even higher.

After conducting a heuristic analysis to identify strengths and weaknesses in the user experience design of the mobile site, we identified two critical changes that would drastically improve user adoption:

  • Move calls-to-action toward the top of the page so that visitors can see them without scrolling.
  • Update the responsive mobile view so that it presents visitors with clear ways to navigate to any of the three main services belonging to the Credit Strong platform.

Today’s digital consumers require fast and easy user experiences. Every second spent searching on a site is a second in which potential customers may give up and leave the page. Because of the user interface design on Credit Strong, visitors were leaving the site before they found the information that would guide them to the next step on their customer journey.

Our recommended changes provided visitors with all pertinent information upon their first visit to the Credit Strong mobile site. Now, users have full visibility into their purchase options and the easiest path forward to signing up for the service.

“Praxent satisfied the requirements by executing a third-party review on time and within budget. They also had really good UI/UX suggestions and feedback, a lot of which we’ve incorporated into our product’s customer interface.”

Erik Beguin, CEO of Austin Capital Bank

How we Helped

User Experience Design for Smarter Client Onboarding

A glitch in the site’s user experience design was unnecessarily costing Austin Capital Bank. We designed a better user flow and signup process that would allow Austin Capital Bank to focus their investment on committed clients, rather than spending money on potential users who never committed in cash.

Used research insights to determine what was most important—what they would look for in a redesign.

UX/UI Design + Prototyping

Created workflows and site maps to visualize at a higher level what needed to be included and how the components of the system related to one another.

Aligned priorities—innovating within constraints—in a design roadmap that helped the client to prioritize pragmatically and objectively what they should do and when in order to deliver value to their users within their timeframe and budget.

Ensured feature parity with existing platform.

ClickModel – Produced an interactive prototype to simulate the final product.

Conducted user testing on the new prototype.

Results/ROI

Today’s digital consumers require fast and easy user experiences. Every second spent searching on a site is a second in which potential customers may give up and leave the page. Because of the user interface design on Credit Strong, visitors were leaving the site before they found the information that would guide them to the next step on their customer journey.

Our recommended changes provided visitors with all pertinent information upon their first visit to the Credit Strong mobile site. Now, users have full visibility into their purchase options and the easiest path forward to signing up for the service.

Gallery

 
 

 

Client Review

Background

Introduce your business and what you do there.

I’m the founder and CEO of Austin Capital Bank. We have a FinTech division, which is what we engaged Praxent regarding.

Opportunity / Challenge

What challenge were you trying to address with Praxent?

We have a software platform that powers a financial service product, which we have on the market. We hired Praxent to review the platform and its UI/UX. 

Solution

What was the scope of their involvement?

Praxent reviewed our product and verified that the platform was scalable, well-designed, and well-architected. They also provided a host of beneficial and useful UI/UX recommendations. 

What is the team composition?

Our product manager was Kelly (Client Partner, Praxent). 

How did you come to work with Praxent?

I’ve known Tim (CEO, Praxent) for years; we’re in EO together. We interviewed a couple of different companies and went through their proposals before settling on Praxent.

What is the status of this engagement?

We worked together from June–August 2019.

Results & Feedback

What evidence can you share that demonstrates the impact of the engagement? 

We wanted to have a third-party opinion that what we’d built was indeed well-architected and scalable, and Praxent provided us with that independent verification. They also had really good UI/UX suggestions and feedback, a lot of which we’ve incorporated into our product’s customer interface.

How did Praxent perform from a project management standpoint?

It was a very well managed project.

What did you find most impressive about them?

I found that they delivered on what they said they would deliver on.

Are there any areas they could improve?

Praxent met the needs of the engagement. They did what they said they were going to do in the agreed-upon timeframe and budget, which was great.

Do you have any advice for potential customers?

Clearly define the objectives and the timeline upfront. If you do that, they will manage those objectives.

Ratings

5.0

Overall Score

5.0

Scheduling

On Time / Deadlines

5.0

Quality

Service & Deliverables

The deliverables were great; they were succinct and very useful.

4.5

Cost

Value / Within estimates

I thought they provided really good value.

4.5

NPS

Willing to Refer

Are you ready to dramatically improve your customers’ digital experience by modernizing, rather than rebuilding, your legacy software?

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TEXAS MUTUAL WORKERS COMP INSURANCE

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AUSTIN CAPITAL BANK

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