Elevating moments of truth
- Customer journey audit
- HX insights
- Platform design recommendations
A leading player in D2C finance, Aditya Birla Finance Ltd. (ABFL) was experiencing a high bounce rate on its platform. It was also seeing record low engagement – 1.36 minutes – for visitors who stayed. This demanded understanding and redesigning the customer journey from a Human Experience Design (HXD) lens since these visitors were Marketing Qualified Leads (MQLs).
Our team reviewed the platform to learn that it was designed from a product-first perspective. We then mapped every step in the customer journey on the platform to a detailed persona of the business and retail loan buyer. This offered key insights into the emotional gaps in the experience – visitors were overwhelmed by the features and steps. On the other hand, there was lack of relatable, engaging content. We recommended a series of interventions to handhold visitors through the series of emotions they would experience while opting for a loan.
To build on our learnings from the persona journey mapping exercise, we conducted EEG-based brain mapping sessions on sample audiences. This allowed us to vet our initial insights and correlate every interaction on the platform to the complete spectrum of emotions. Based on the data, the team referenced behavioural science-backed techniques to reverse mental load and trigger positive decisions.
“Despite its seamless loan disbursal promise, the client was facing a lack of engagement and conversion for its MQLs. This made it important for us to go beyond standard UX recommendations and review the platform experience by getting into the minds of its target consumers. The project results challenged several long-standing beliefs for the client. Apart from elevating the platform experience for customers and moving the needle on metrics, our approach and HXD capabilities also changed how the client viewed their ideal customer and their journey.”
Our approach resulted in growth on multiple fronts for the client. Apart from increased platform engagement, our solution also unlocked the path to stronger customer relationships and increased lifetime value.
