ALPHIE CHEN IS A DESIGNER SPECIALIZED IN  ︎︎︎  VISUAL DESIGN / GRAPHIC DESIGN / BRAND DESIGN / PRODUCT DESIGN


  ALPHIE CHEN





   SELECTED WORK
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   Datadog SKO 2022                            
Branding

Branding



Branding

Branding

Branding

Branding

   Datadog
Collateral

   Woodstock
Logo, Website


   So Sad
Illustration

Logo

   Full
Editorial

Branding

   Unknown
Conceptual



   PHOTOGRAPHY
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   I

   II

   ABOUT

   © Alphie Chen 2024

Mark

  Digital Account Application







   Product Designer: Kevin Gent, Alphie Chen, Joseph Azzi

   Content Designer: Kelly Renick

   Design Director: Nima H.K.

   Design Operations: Yarden Abukasis

   Head of Design & User Experience: Alastair Halliday

   Type: UX/UI Design
   We redesigned First Republic’s digital account application
   flow to make it easy for clients to open an account and
   reduce the drop-off rate.

   This page is meant to showcase two major updates 
  “progress indicator” and “address validation” from digital
   account application flow.




  Progress Indicator


   Before




   After





   Problem

   The old digital account application flow has a high
   abandon rate because most of the pages are long
   scrolling pages and don’t have a progress bar to show
   applicants what step they’re on. Therefore, lots of
   applicants often drop the application because they get
   impatient and think there are still tons of steps to
   be completed.


   Goal

   Reduce the drop-off rate of digital account application.


   Solution

   Introduce a progress bar and break down the flow into
   six steps: Create your profile, Choose account type,
   Owner info, Review & submit, and Fund your account.







  Choose Account Type


   Before




   After








   Address Validation


   Before




   After




   Problem

   Bankers have noted that digital account application
   without validation, results in a higher rate of input of
   invalid addresses either for mailing or legal purposes.
   They also have noted a reduced match strength on
   address fields for risk-scoring external funding
   transactions.


   Goals

   1. Ensure user inputs adhere to bank policy on
       addresses for legal and mailing purposes.
   2. Limit input of false or undeliverable addresses.
   3. Reduce banker efforts to correct address errors.
   4. Increase match probability within the funding
       risk model.


   Solution

   Implement address validation service to distinguish
   different use cases for the primary address.
   There are 5 different use cases below.





   Use Cases


   1. Happy path
   When everything is correct user won’t see any pop-ups
   showing up and the user will get to the next
   page right away.


   2. Suggested address
   If the address provided by the user has a typo or wrong
   zip code, there will be a pop-up listing the entered
   address and the suggested address validated by USPS.


   3. Non-residential address
   If the entered address is a business address, there will
   be a pop-up shows that “This is not a residential
   address”. Only a home address can be used as the
   primary address, but applicants can use that as the
   mailing address if they’d like.


   4. PO box address
   If the entered address is a PO box address, there will be
   a pop-up shows that “Your residential address cannot
   be a PO Box”. Only a home address can be used as the
   primary address, but applicants can use that as the
   mailing address if they’d like.


   5. Undeliverable address
   If the entered address is unknown or deceased, there
   will be a pop-up shows that “Mail can’t be delivered to
   this address”.






  Design System






Mark