Digital Engaged, Multi-Solutioned members are shown to be highly engaged and satisfied with Alliant services, resulting in industry leading NPS, OSAT, and profitability metrics. 

Prior research activities identified that members who are incentivized for establishing good behaviors and rewarded for achieving their goals had a far better Multi-Solution conversion rate. Each touchpoint can impact a members trust within an institution, and therefore we must ensure that the moments that matter to the member are easy to accomplish and pain-free. Trust, Convenience, Value, and Need were important strategic themes that lead to greater engagement, conversion and retention of loyal promoters.

For this project, our aim was to engage digitally savvy members who are committed to Alliant, focusing on building relationships rather than attracting transient customers seeking short-term bonuses. Our initial step involved identifying our target market. We began by gathering and analyzing member data, segmenting them based on their engagement and loyalty metrics, such as Net Promoter Scores (NPS).

From our analysis, we identified a specific segment of members—138,559 in total, constituting approximately 14% of our membership—that fit our criteria for engagement with multiple solutions. This effort aimed to nurture deeper relationships with about 20,000 individuals who demonstrated a consistent engagement pattern.

Our approach continued by pinpointing opportunities within this target market, aligning their financial needs with appropriate products and features. This involved leveraging member data, integrating feedback mechanisms, and conducting design research to understand their preferences and behaviors. Using these insights, we prioritized the development of new products and enhancements to existing offerings that would resonate most effectively with our targeted member segment.

In MIRO, we compiled a list of feature enhancements categorized into three main groups: Unutilized Marketing Opportunities, Small Features, and Big Features. Among these, we prioritized improvements for the active savings + inactive checking account segment, which comprises 28,076 members with an NPS of 66.9. Our target is to elevate their satisfaction to an NPS of 70 by year-end, focusing particularly on implementing direct deposit capabilities.

We successfully included ‘direct deposit’ and ‘consolidated account information’ into our roadmap. Our objective was to offer members flexibility in setting up direct deposits. For those opting to manage it independently via printed forms, we ensured easy access to account details through our mobile app. Simultaneously, I developed a digital solution leveraging our partnership with DocuSign, enabling members to complete and sign all necessary documents digitally using Elastic Signing.

Link to Figma Prototype