In 2016, along with coworker Jan Maska, I was tasked with overhauling SiriusXM’s user account hub. The account hub or “OAC,” serves as one of the core web experiences for SiriusXM customers, allowing them to add/remove/change their subscriptions and update their billing information.
- New look and feel: The current look and feel hadn’t been touched since 2010.
- Better expose self-serve functionality to drive down call volume.
- Increase sales by surfacing more upsell and upgrade CTAs throughout the experience.
- Soften the experience by introducing positive feedback and friendly language.
Research for this project was rigorous. After a month of interviews, we:
- Interviewed business owners to understand the legacy billing logic.
- Deployed a custom analytics schema to capture the true user pathways and fallouts from users making changes to subscriptions or updates to their billing information.
- Analyzed a year’s worth of customer satisfaction surveys and call center logs for topic clustering around confusion and frustration with bill paying.
- Scored and prioritized user tasks according to frequency, business opportunity, and customer pain.
First Round Wireframes
Our process for wireframes was heavily iterative. The big lesson we learned was, mocking up screens financial and contractual data can’t be faked with rough blocking wireframes; we had to be precise in the data we were showing.
So we quickly shifted gears into working with not-quite high fidelity design with high fidelity fake data. This was key in allowing us to validate the efficacy of the design.
- 6 test subjects from a variety of ethnic, income and education backgrounds.
- To counter learnability bias, we switched mockups halfway through the test.
- Users were asked to complete the common tasks like paying their bill, adding a subscription and changing their account information.
- Users had difficulty understanding their subscriptions across both prototypes.
- Users also struggled to understand expander/dropdown affordances.
- Incorporated lessons from the user testing and the other prototype.
- Despite looking fairly polished, these are wireframes. There are a few small visual design issues to work out.
- Usability testing can be resource intensive. It takes a lot of work to build the list, facilitate the design and analyze the data.
- Usability testing will reveal a lot of unexpected information about how users perceive and complete tasks.
- This project was a rigorous effort in deciding how to reveal information to a user.