American Bankers Association Personalization
Developed personalization vision for ABA.
What is ABA?
The American Bankers Association is a trade association for the U.S. banking industry. ABA represents banks of all sizes and charters.
My Role
Working alongside a UX lead, I focused on user and secondary research about personalization types and best practices.
Challenge
Help ABA enhance its digital strategy and customer outreach by developing a strategic personalization vision.
Approach
User Research
We gathered both qualitative and quantitative data during the discovery phase of the ABA redesign project. Analysis of this data helped me understand users’ mindsets and information-seeking behavior.
Secondary research
I conducted secondary research to learn about the types of personalization and best practices, and see what approaches could be useful for ABA users.
Identifying Opportunities
Analysis of user and secondary research findings led to a review of the existing digital experience to identify opportunities for personalization.
Shaping Personalization Vision
Understanding Users’ Mindsets
I had previously developed eight personas and their user journeys as part of the ABA redesign project. I focused on identifying similarities among personas so I could understand whether all eight needed tailored experiences. In the end, I identified five distinct audience segments and categorized them further based on their objectives and information-seeking behaviors. I then created a new set of five personas that focused on describing persona mindset and the content they would be interested in.
Defining Personalization Approach
We reviewed two common types of personalization: Role-based and behavior-based. Role-based was easily achievable, as most ABA users log in when using the site and we have static profile identifiers that help us understand their roles. But we also didn’t want to miss behavior tracking, which could help us understand which information-seeking mindset a user belongs to and therefore what type of content they would be most interested in. We decided to offer a hybrid approach that combined both types of personalization. Using both profile data and behavior analytics makes it possible to create a truly tailored experience.
Identifying Opportunities
We reviewed ABA’s website and customer communication channels to identify opportunities for personalized content. We ended up with nearly forty such opportunities, which we visualized in low-fidelity wireframes. We then held a workshop with ABA stakeholders so we could present these opportunities to them and let them prioritize from customer satisfaction and business value perspectives.
Outcome
We delivered a detailed personalization vision and roadmap to ABA. They were excited to learn about the different ways they could create a personalized experience for their customers.