Account Creation
In an effort to enhance user experience and streamline the onboarding process, I led the project to introduce account creation on the Sunbelt Rentals eCommerce site. This initiative allowed users to establish a Commercial Credit Account online without the hassle of paperwork. My role involved overseeing the translation of paper forms to a digital format and ensuring a simplified, efficient account creation process.
Project Goals
Digitize the Account Creation Process: Transition from paper forms to a seamless online experience.
Implement Real-Time Credit Checks: Integrate with Experian for immediate fraud evaluations.
Simplify User Experience: Ensure the process was as straightforward as possible for users.
Validate User Credentials: Work with a third-party to authenticate branch customers and link their accounts to our ERP system.
Research and Discovery
We began by researching the existing account creation process, which required users to fill out paper forms and wait for approval—often leading to delays and frustration. Our goal was to identify pain points and streamline the process.
Key Insights
Time Sensitivity: Users needed a faster way to create accounts to facilitate immediate access to a credit account.
Security: The credit team expressed concerns about potential bad actors spoofing information during the account creation process.
Design Process
Translating Paper Forms to Digital
Convert paper forms into a user-friendly digital format. This involved:
Field Identification: Collaborating with stakeholders to ensure all required ERP fields were included in the online form.
User-Centric Design: Creating a clean and intuitive interface that minimized user input while still capturing necessary data.
Credit Check Integration
Partner with the product team to implement credit/fraud checks through Experian. This involved:
Real-Time Processing: Designing the flow to allow for instantaneous credit evaluations without user intervention.
Error Handling: Developing clear messaging for users in case of any credit check issues.
User Credential Validation
To facilitate the validation of returning customers, I worked with a third-party to:
Authenticate Users: Ensure users who had rented previously could easily link their existing credentials to their new online accounts.
Streamline the Process: This integration reduced the time required for account creation from three days to just a few minutes.
Usability Testing
Throughout the design process, we engaged in extensive usability testing:
Internal Validation: We presented our designs to the credit team for feedback and incorporated their insights.
Field Testing: We conducted usability tests with actual credit customers, gathering feedback on the ease of use and overall experience.
Post-Launch Research
Following the launch, we conducted additional research to measure the effectiveness of the new system:
User Feedback: Users reported satisfaction with the quick account creation process.
Operational Efficiency: Employees noted a significant reduction in manual paperwork and processing time, allowing them to focus on other critical tasks.
Business Outcomes
Implementing an online credit account creation process yielded significant business outcomes, most notably a remarkable 50% decrease in calls to customer support regarding credit account creation. This shift not only alleviated the workload on support teams but also allowed the dedicated credit accounts team to spend less time reviewing applications, thanks to the integration of a real-time credit check system.
Conclusion
The introduction of online account creation marked a significant improvement in user experience and operational efficiency. By digitizing the process and integrating real-time credit checks, we not only simplified account creation for users but also transformed a traditionally cumbersome task into a seamless experience.