Zibby on-boarding and application
Imagine you are shopping for a new couch for your living room. You have a budget in mind and prefer to finance the couch rather than paying for it up-front. The problem is, you don't have the best credit score and you're afraid of getting declined for financing.
Zibby, a B2B2C payment option, removes that stress and allows people with low credit scores to pay over time for big ticket items. (Furniture, electronics, appliances, etc)
How it works
Customers fill out an application on zibby.com (coming soon), a merchant's website or inside of a merchant's store. If approved, customers receive a spending limit, shop with their preferred merchant and choose Zibby as their payment option at checkout. Zibby takes care of the transaction in full and the customer pays Zibby back over time.
Zibby's target demographic - Average credit score of 550
Current application (via merchant's website)
Zibby is proven to be successful, but could use some product enhancements:
Better educating customers on our program and inviting them to apply.
Tailoring their experience to align with what they are actually looking for. (Listen and get to know them better)
Utilize the data we have on current customers and develop opportunities that cater to what past customers have done and what we think new customers are wanting to do.
Properly introduce our customers to merchants who we think will help them get the things they need.
We conducted multiple surveys to current customers asking them questions like:
How did you learn about Zibby?
What made you trust Zibby enough to apply?
What do you wish you could have seen or known before applying?
We learned that most customers weren't aware of exactly who we were and only had a gist what we did, but placed their trust in us based off of the brand recognition of the merchants we partner with. (ie: Lenovo.com) We also learned that customers didn't know they had the option to shop with multiple merchants. They assumed they were locked in to the merchant they discovered us on.
It was evident that education and explaining shopping opportunities were lacking from our experience.
I started wire framing/designing a few solutions that I believe could solve for our issues.
To push the education of our program, I designed an on-boarding experience that greets our customers, explains who we are and what we do. Incorporating this experience builds trust and makes our first impression friendly and comforts our customers before they supply us with sensitive information.
The data input we need for our underwriting is broken into 2 categories:
Basic info (Name, age, SSN, address, etc)
Income info (Salary, pay frequency, direct deposit, etc)
Breaking the questions into steps helps our customers focus on one thing at a time. This gives us more opportunity to speak to them individually while reducing the “intimidation” of looking at multiple text fields all at once.
In a nutshell, our application was already pretty quick and simple. However, I wanted to elevate our product to a place where we can further experiment with various messaging, questions, imagery, etc. Implementing a step-by-step experience rather than continuing with traditional form design, better sets us up for innovation and scalability.
Getting to know our customers better (listening to them)
In efforts to learning more about our customers and making our product more intelligent for them, I took what i’ve learned from our past/current customers and included a new step that asks new users what they are looking for and ranking product categories in order of best performance.
Introducing them to the RIGHT merchants (based off of their needs)
In efforts to better guide them on using their spending limit and reducing our abandoned approval rate
(people who got approved but never shopped), I took the data provided in the beginning of the application
("What are you shopping for?") and we now introduce them to merchants who can help fulfill their shopping needs.
I conduct various rounds of testing with users that match our target audience. Example tests including: First click, surveys, preference tests, heat maps, etc.
Result (pilot program with select merchants starting July 2019)
Our customers are now properly invited and educated on Zibby before choosing to join us. We've gotten to know them better and now tailor their experience to their unique needs. We conclude their experience by introducing them to merchants that we think can best serve their shopping needs. Lastly, Zibby's product is now in an environment that can handle innovation and scalability.