PNC Bank Flexpay
User research, prototyping, UI design, CX design, user testing
BACKGROUND
PNC Bank is one of the largest financial institutions in the United States. Operating in over 21 states, it offers a range of banking services, including personal and business banking, loans, mortgages, and investment services.
In 2023, PNC Bank launched PNC Flex Pay, a new personal installment loan product which to spread the cost of a purchase over a set of installement payments at a fix interest rate.
The Toronto office of the Bio Agency were brought onboard to reimagine a new Flex Pay product which was to be launched at the beginning of 2024.
Overview
Reimagine and deliver the Flexpay experience for PNC Bank.
My role
Lead UI/UX Designer
I was one of three senior designers at the Bio Agency that led the design of the Flex Pay experience between January and July 2023.
Working alongside a CX Strategist, a Content Strategist, a Product Manager and a motion designer, it was my role to to reimagine the PNC Flex Pay experience and have the finished concept ready to hand over to the development team of the client within 6 months.
Phase 1
UNDERSTAND THE PROBLEM
We completed a product audit and full heuristic evaluation of the MVP prototype proposed by the client as the product was not yet launched. We also gathered insight from qualitative methods such as customer research, stakeholder interviews, best in class research and evidenced this against the breadth of quantitative data discovered by the strategy team. We also performed a competitive analysis to understand industry standards and identify opportunities for differentiation.
Challenge
The MVP prototype was cluttered with copy-heavy content and the flow was ignoring the customer.
Phase 2
DESIGN THE EXPERIENCE
In the design phase, we focused on creating an effortless user experience through a structured and collaborative process. We used wireframing and low-fidelity prototypes to quickly iterate on design ideas, allowing for early feedback and adjustments. High-fidelity prototypes were then created to refine visual elements and interactions, which were validated through iterative user testing sessions. Throughout the design process, we maintained close collaboration with the development team to ensure feasibility and alignment with technical constraints.
Conclusion
Based on our research, we identified eight key themes to provide the most value to the customer journey.
Phase 3
VALIDATE THE DESIGNS
To minimize risk and quantify the experience, we conducted proposition and usability testing. We engaged in a few days of concept testing with participants across a range of ages who had experience with in-store financing. The general feedback was positive but there were still some confusion about the payment process and concerns over security and data privacy. We responded by iterating the screens to add more copy about how to make payments and to include more content and visual imagery on security and data protection.
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Phase 4
PREPARE FOR FINAL DELIVERY
In the final phase, we ensured that all structural elements were in place for successful delivery from both architectural and process perspectives. We focused on creating a user-centric design that was clear, inviting, and easy to use, ultimately enhancing the overall digital lending experience for PNC.
Solution
Uses chunking structure and optimized layout
Incorporates a friendly conversational tone to put users at ease.
Balanced contextual handling of legal text without creating visual clutter.
Places emphasis on security and data protection in the content and visual imagery.
Utilizes an inviting and approachable design to propel users forward
