Fiserv Brings Gamification to Bill Pay in the Latest Version of CheckFree RXP
Redesign focuses on making consumer bill payment interactions more
intuitive and engaging
Game-inspired elements designed to boost adoption and use of
electronic bill payment
BROOKFIELD, Wis.--(BUSINESS WIRE)--
Inc. (NASDAQ: FISV), a leading global provider of financial services
technology solutions, announced today that is has added several
innovative features to its flagship CheckFree® RXP®
electronic bill payment service, incorporating gamification principles
to make the bill payment process more intuitive and engaging. The
addition of three game-inspired elements - a progress bar, tutorial
elements and a gradual introduction of more advanced capabilities - is
designed to boost adoption and use of electronic bill payment among
online banking users.
While the vast majority of U.S. households use online banking, only
about 40 percent of online banking users also pay their bills at their
bank or credit union's website, leaving substantial room for growth.
Through consumer research, Fiserv has found that the initial set-up
process has a significant impact on consumer use and satisfaction with
electronic bill payment. The research suggested that when consumers felt
unsure of how to complete initial tasks, they had little confidence in
the solution and were less likely to use it to pay a high volume of
bills. These findings were a catalyst for the development of a further
streamlined bill pay process designed to simplify the first time user
A number of changes have been made to restructure the CheckFree RXP user
interface to deliver a cleaner, more modern and intuitive user
experience. Several gamification techniques - taking elements of
electronic games, such as how they flow or how they are designed, and
applying them to non-game applications - were used in order to instill
confidence in the user during their first interaction with the product.
"Gamification has proven successful in getting and keeping consumers
engaged in an electronic environment," said Tom Allanson, division
president, Electronic Payments, Fiserv. "Adapting these principles to
financial services and incorporating them into electronic bill payment
initiates an intuitive experience that makes the service more compelling
to new users, and has significant potential to increase adoption and use
of bill pay via online banking."
Engaging more consumers in electronic billing and payment is important
because past research has shown that consumers who heavily utilize
online and mobile bill payment products from their financial institution
tend to be more loyal and more satisfied.
Gamification can be seen in three primary ways within the latest version
of CheckFree RXP:
A progress bar prominently shows a new user the "3 easy steps" it
takes to get started with bill pay, including setting up their first
payee and making their first payment. This type of gamification
technique plays on a user's desire for achievement and promotes
Tutorial elements instruct users on the type of information they
should input in certain fields. This technique is similar to language
that may appear when new elements in a game are introduced, providing
a user the understanding to continue the game. Introducing smaller
elements of content at the right time, in the right context, helps
solve immediate problems and reduces the likelihood of a user
abandoning the task.
More advanced features have been suppressed only to be "unlocked" or
presented to a user once they become more familiar with electronic
bill payment. Much like in a game, users aren't dropped into a high
level without first being introduced to basic features. The intent is
to quickly build comfort and trust and give users confidence through
the perception of a few early "wins" earned through the successful
completion of basic tasks.
interview with Justin Jackson, product manager, provides additional
insights into how gamification principles have influenced the latest
version of CheckFree RXP, and an interactive screen shot showing the new
user interface can be viewed at Fiserv.com/EBPGamification.
Preliminary results show that these gamification elements are having an
impact on the first time consumer experience, with more users adding a
bill to pay after signing into bill pay, and more users scheduling their
first payment immediately after signing into the service.
Used by more than 4,000 banks and credit unions, CheckFree RXP from
Fiserv makes the financial institution the center of customers' money
movement activities. With an enhanced user interface built on extensive
user research and understanding, hundreds of available electronic bills
and automatic, real-time "Feature Pack" updates, CheckFree RXP is
uniquely capable of helping financial institutions increase the value of
member relationships and realize efficiencies by offering members a
complete electronic bill payment experience.
Fiserv, Inc. (NASDAQ: FISV) is a leading global technology provider
serving the financial services industry, driving innovation in payments,
processing services, risk and compliance, customer and channel
management, and business insights and optimization. For more
information, visit www.fiserv.com.
Director, Public Relations
Director, Public Relations
Source: Fiserv, Inc.
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