Digital Account Application

Prototype ︎︎︎

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

ALPHIE CHEN

Digital Account Application

Prototype ︎︎︎

Progress Indicator

Before

After

Problem

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

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.

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.

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.

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

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”.