The next thing on the list was our in-journey ID checks, as pass rates were much lower than expected when implemented.
We aimed to make improvements to the content in the journey in order to help prevent errors and boost pass rates.
The fact that such a high percentage of these applications are ending in failure represents a poor user experience – the ID checks take, on average, over 5 minutes to complete.
To find at the end that it hadn't worked and the account was not opened instantly would be a big disappointment for a new applicant and a failure to capitalise on their enthusiasm for opening a Savings account with Nationwide.
If we can validate the reason why our ID checks are failing and inform the customer, we can encourage further attempts.
As no testing was planned for these updates, the recommendation from is to iterate, based on how the content is performing.
The impact will be limited until we can make more technical changes with more resource.
I requested a sample of 50 user errors, and found the most common themes, based on 50 random ID check fails.
This found errors in categories including foreign ID document used, quality of image, and the name on the document being slightly different from that used in the application.