40% of Coinstar Exchange (Gift Cards for Cash) customers were unable to complete their transactions. The team attributed 23% of the failed transactions to UI challenges. Faced with technical debt the S-team set an initiative to launch improvements within two months without significant code changes.
• Customers were unsure if their ID required them to scan or swipe to verify identity and complete transactions
• Customers were unsure how to properly swipe or scan their ID's due to the lack of labels on the kiosk
• Customers were frustrated after completing so much of the flow before learning their identification could not be verified and the transaction would be terminated
• Customers were not being informed the kiosk was taking picture/video as they completed the transactions
Looking for the most frugal low touch options the team moved forward with replacing copy with informative animation, on ID verification screens.
The team partnered with an animator to create the visualization to inform customers of how to scan and swipe their identification.
Although the flow was updated to move up the verification process, in addition to the inclusion of animation and supporting UI optimizations, the team miss the 20% goal and saw a 12% improvement on completion ratings. Later studies showed no further UX optimizations would improve metrics and the business model should be evaluated for further customer experience improvements.