Eno Insights
Role: UX/UI Design, Visual Design, Data Visualization
Role: UX/UI Design, Visual Design, Data Visualization
Overview
Designed a proof of concept for user research and identified messaging capabilities that could be used to leverage customer analytics to provide insightful, personalized, and relevant account information. Eno Monthly Insights represented new territory from a design, experience and technology perspective. The work also aligned with product and platform objectives to empower associates and inspire customers through integrated, personal and delightful digital experiences.
Background
The Eno insights project was a collaboration between both the Messaging and AI experience design teams to create a message that would recap transaction insights from the previous month across a customer's credit card accounts. As a part of the messaging design team, I contributed my UI/UX expertise in the messaging space for this project.
Challenge
User research showed customers were frustrated by the difficulty of keeping track of expenses that might be out of the norm from their day-to-day spending including subscription fees, free trial ending and accidental double charges to name a few.
Opportunity
Use existing research to create an opportunity to increase Eno's brand awareness as the company's virtual assistant, grow relationships with customers and provide helpful account information so that our customers can manage their money more easily. If customers are provided account insights in an email, then they’d feel more in control of their account and trust Eno is looking out for them and their money.
Strategy
In collaboration with a UI/UX designer from the AI experience design team, we took previous data and research to inform a new email template design with a personalized digest of the previous month's expenses. The highly personalized message used tiles that were designed to stand alone and be reordered within the email and, looking ahead, be customized based on a customer’s preference and scaled for the mobile app's Intelligent Feed.
Using the design thinking process helped us to quickly iterate on solutions to present to our product partners and senior leadership.
Ideation
Single vs Multi-card Customers
While the pilot email focused on single-cardholder experiences, we fully explored a multi-card experience design as well. This exercise allowed us to keep the insights simple and scalable while sticking to clear patterns for sharing merchants, amounts and dates.
Data
I consulted with the Data experience design team to design the Spending Trend tile and make decisions about using data visualization to effectively illustrate the customer's insights.
Content Design
Since each tile was topic-specific, I partnered with content designers to tell a complete story so customers could quickly scan the email and focus on what interests them. As a team, we adopted content decisions and patterns already established as part of the Eno brand which helped promote consistency.
Notable CX Innovations
Unprecedented level of data orchestration
Interchangeable modular tiles that could be tailored to individual preferences as we learned what content resonates most with customers
Dynamic tiles that react to customer data and elegantly adjust to lots of spending insights found
Spending graphs that automatically adjusted to large totals so that font size stays accessible
Contextual digital offers to help customers manage their accounts more easily
Content-specific feedback
Outcome
The pilot email, which was sent to 500k customers, laid the groundwork for an intelligent feed in the mobile app. The feed increased existing customer adoption and engagement with digital tools within the mobile app to prevent unnecessary customer service calls and build a machine learning model to enable highly personalized customer insight experiences.
Testimonials
"Kristin continues to play a key role as a UX/UI designer for the Eno Monthly Insights team. Her knowledge of messaging capabilities have enabled the team to make decisions based on existing capabilities and avoid producing solutions that aren't viable. This was evident when she provided recommendations for both near and long-term solutions to gathering user feedback by utilizing One Click pages while exploring the possibility of implementing Google AMP in the future. Kristin has also demonstrated an ability to communicate the team's design rationale to key executive stakeholders, during our bi-weekly check-ins. Eno Monthly Insights represents new territory for Capital One both from an experience and technology perspective. This brings with it rapidly changing scope and requirements as we explore implementation. Kristin's ability to consistently show up with her knowledge, curiosity and dedication to her craft has been crucial to the team's success and I'm extremely grateful for her contributions and continued partnership. Thank you Kristin!"
"Kristin set up the initial frameworks and prototypes for the Eno in Email campaign. She worked very closely with the Product Manager and VP to gain a clear understanding of what was required for the first round of user testing. Not only did she design the UI for the email but she also worked closely with the product team to develop the most intuitive experience possible for our users. When Kristin passed the project off she was able to clearly articulate the work she had already done as well as what was expected going forward, which made for a seamless transition. After handing the campaign off she made it a point to make sure I had the resources and information I needed to do the job, including training me on new software. Kristin's leadership throughout the early stages of this project has been key to the success we've seen up to this point."
"For the Monthly Insights Project, Kristin partnered with the AI Design team to design a POC for user research and identify messaging capabilities that could be used to leverage Capital One’s analytics to provide customers with insightful, personalized, and relevant account information. Kristin's knowledge of messaging capabilities enabled the team to avoid producing solutions that weren't viable. She provided recommendations for both near and long-term solutions to gathering user feedback by utilizing simple response pages while exploring the possibility of implementing Google AMP in the future. The impact of her work is an MVP experience that will be launched by the end of the year and is expected to increase existing customer adoption and engagement with Eno."