Coaching landing page
Coaching appointments are part of Personalize Planning and Advice (PPA) hybrid services. Selections of calls provide customer direct communication with a Financial Service Representative (FSR) that is trained to help identify priorities based on a the scheduled subject matter of the appointment.
PPA Landing page (Prospects)
We saw a big drop off rate on the landing page. As part of enhancements and learning reason why prospects would drop off the page.
PP Roadmap (post login/ customer)
Customers had a dashboard we called “Roadmap”, that after a series of questions delivered NBA. One of the cards was to speak with a coach.
Hypothesis for customers: By including additional coaching information in the landing zone and next best action will help clarify the purpose of coaching creating clarifying the purpose to starting the pre-proposal process or scheduling an appointment for post-login customers.
Business insights/ opportunities for improvement:
-Mental model gap on how she manages her money and what is industry’s perspective
-Financial relationships are outdated, does not reflect how Suzie engages. Technology enables Suzie to create her own experiences & it’s not linear.
-Differentiation exists by incorporating building experiences to be flexible enough so they can be personalized.
Experimented and tested language options
Focused hypothesis: By providing a menu of focused 1:1 coaching sessions on the financial topics that are most pressing for Suzie, PPA customers will be more likely to engage Fidelity’s expert advice to improve their financial situation.
Layout experimentation & paradigm
Vertical timeline of steps, will be most interactive and reveal necessary steps and will work best for customers. Stood up against a more standard layout the horizontal version.
Hallway testing
Results: the simple version won for customers and prospects preferred the vertical version. Both found it simple to scan and find information as well as get to learning about the coaching options faster.
CMS retrofitted design
Left: Prospect. Right: post-login