My Account, messaging framework

How do we best prime the real-estate of Legal & General’s self service platform
‘My Account’ to support our customers with useful messages and promotions, without it becoming the wild west?

The problem

“There are multiple types of messaging that can be deployed in My Account to maximise cross/up sell opportunities, notify and reassure customers when things go wrong and help them get the most from self-serving in My account.

So, how do we best prime the real-estate of the portfolio summary page to support our customers with useful messages and promotions, without it becoming the wild west?”

Proposal

The aim is to explain how to implement a framework that fully utilises the real-estate of Legal & General’s self service platform ‘My Account’ to support our customers with useful messaging and promotions without interfering with customer’s task completion.

A framework that….

Highlights the different messaging types Legal & General can provide to customers
Provides structure and a standardised approach to displaying messaging to customers
Is validated by extensive testing
Can grow and evolve with time

Research & Empathise

To understand the various problems to solve from a customer, business, and technology perspective, I facilitated a remote kick-off workshop with a number of key stakeholders. The output created a sense of alignment and a north star vision to work towards.

Assumptions from kick-off workshops

Lack of structure around the messaging opportunities we could be presenting to customers

How might we…

Develop a standardised approach to displaying messaging that is easy to deploy
Incorporate cross sell opportunities to maximise lead generation
Back our rationale to validate the positioning of messaging types through extensive research and testing
Provide education around the placement of messaging types so that our audience can self serve and not rely on specialised members of the team for guidance

2. This framework is not something that exists

How might we...

Gain a greater understanding of the different messaging types across our competitor landscape, so that our audiences can differentiate between, eg marketing messaging vs service offering messaging
Work with compliance, and risk to ensure we are not breaking regulations in regards to marketing preferences
Provide a catalogue of examples that include definitions or each identified messaging types
Build this into an easily digestible format
Establish a standardised approach to the design of selected patterns to promote different types of messaging

Competitor analysis

Through a detailed competitor analysis review, I established a generalised hierarchy that determines the position of messaging types on a page. I covered a range of competitor sectors that helped validate this hierarchy.

Financial services
Insurance
Banking
Travel
Utilities

Outcome

The research has uncovered 6 core messaging types that our team could be promoting to customers.

General alerts
Targeted alerts
Tailored advertising x2
General advertising
Service awareness offering

Hierarchy testing through surveys

I wanted to understand if the hierarchy seen across our competitor landscape also matched customers mental models and validated this through a series of surveys tested with 200 participates.

I summarised the messaging examples found from competitors and asked participants to rate them in levels of importance.

Hierarchy messaging testing results screenshot

Define

What this lead to, was a set of messaging rules that provides a detailed view and guidance on the types of messaging that can be promoted to customers. Due to sensitive data, I am unable to share this detail in a public domain.

Design

With that all in mind, I wanted to implement this framework to customers through a phased approach to avoid a negative impact to CSAT.

The rationale, to gently begin to promote more messages to customers at a steady but powerful pace. But also to avoid distraction and interfering with customer’s task completion. The below designs indicate how each phase will be constructed going forward.

Low fidelity designs

Low fidelity design of messaging hierarchy

Test

Through a plethora of usability testing, I’ve been able to confidently validate our design decisions and de-risk solutions by uncovering areas of low performance prior to implementation.

Outcome

My biggest take away from this project was that after applying successful methodologies, I have developed a messaging framework that houses four core pillars.

Hierarchy - A natural hierarchy and placement exists for different messaging opportunities that can be promoted to customers
Messaging rules - With the support from Legal teams, I developed a set of rules that provides detailed guidance on the types of messaging that can be promoted to customers
Approach - To deploy a variety of messaging types to customers through a phased approach, avoiding a negative impact to CSAT score across self service platforms
Design - There is opportunity to create a set of patterns that will be used to support a variety of messaging types presented to customers.

Case study 3