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Customer 360 Tutorials:
Onboarding and Orienting Risk Colleagues at American Express

Context

The Customer 360 (C360) portal served over 8,000 sales, servicing, and risk colleagues, aiming to optimize daily customer experiences. With an expansion to include 600+ risk colleagues and user feedback from surveys, the decision was made to integrate a tutorial to aid onboarding and re-orient users with the portal's capabilities.

Responding to user feedback and a surge in Risk users, C360 stakeholders aimed to enhance user onboarding and familiarize existing users with the tool through a new tutorial feature. While a Help Center experience was designed, it was not ready to be developed.

The Opportunity

C360 sought to replace legacy software used by American Express colleagues and absorb its functionality. This resulted in an influx of new risk users from the decommissioned Amex platform. Our goal was to smoothly onboard these users while refreshing the knowledge of existing users engaging with the tutorial.

Results & Outcomes

  • Carousel effectiveness: Once users were presented with a tutorial carousel, a majority of users went through the entire carousel experience - proving usefulness of the feature and user comprehension.
     

  • Positive user feedback: After the tutorial launched, support emails decreased by 40%. Risk managers reported that their users were engaged, had positive experiences onboarding to C360 after a software decommissioning, and C360 usage went up 32%.

The Team

I was the lead designer on this 3 week initative. I collaborated with a design consultant, a product owner, and a 15-person full-stack development team led by a scrum master and an engineering director. Stakeholder input was key in defining project requirements.

Onboarding Risk Users

I created 2 versions of the tutorial experience. There was considerable debate with tech about what could feasibly be implemented. In the final design, I opted for a gallery format and used gifs to show the individual features in action.

Research:

Competitive Analysis:
  • I did research on other onboarding tools like WalkMe & Pendo

     
  • I determined that an overlay on the screen that highlights the featured element with a tooltip was the best approach (similar to Walk Me)
     
WalkMe’s tooltip solution:
WalkMenew.png
Stakeholder Workshops:
  • I met with 2 stakeholders on the Risk team to understand their needs for adoption of the C360 tool.

     
  • Similar to my Help Center research, the Risk leaders wanted a smooth process for their teams to onboard onto C360.

     
  • Adoption of C360 was key because legacy software was being decommissioned.

Content Strategy

Most of the content had already been planned out for the Help Center, so it was simple to pull that information into the tutorial experience.

C360 and Risk leadership wanted to highlight the following:

  • Search experience

  • Search results “matched on” data

  • Hyperlinked name results

  • Account type icons

  • “See more” functionality

  • Advanced search

  • Search by ID

  • Search by Country

Initial Approach

A competitive analysis of tutorial tools like Pendo and WalkMe guided our prototype phase. Initially, we explored an overlay with tooltips but pivoted to a gallery-style experience with GIFs after acknowledging technical limitations within the project timeline. Collaboration with tech and business stakeholders refined our solution.

Final Approach

Several tutorial iterations were explored. Initial plans for an overlay with tooltip explanations were reconsidered due to extensive development requirements. Instead, we adopted a static gallery format using GIFs to showcase individual features in action.
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