Open Banking Payments
To improve the Virgin Media sign-up experience, an open-banking feature was developed that made it easier to complete a Direct Debit. First UK Telco to implement open-banking. Positive results with strong adoption, and maintained conversion rate.
The challenge
The most convenient payment method for customers is debit card payments through Apple Pay or Google Pay. However, the most beneficial payment method for the business is Direct Debit. Unfortunately, the lengthy and somewhat tedious mandate that customers must complete has resulted in significant drop-off rates.To address this challenge, we pioneered a trial as the first telco in the UK to implement a direct connection to customers’ banks for retrieving their details. This emerging technology, while highly secure, raised customer concerns during multiple rounds of testing. To alleviate these concerns, I developed carefully crafted content and copy to clearly explain the process and its benefits.
Feedback from customers allowed us to iterate on the design until we arrived at a solution that they felt comfortable with, which we launched as a live trial to a few percent of traffic.
The Result
We achieved a jaw-dropping 59% adoption rate on mobile.