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
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,
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
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 product usage.
- 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.
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
CheckFree RXP from
- Bill Payment Gamification Screen Shot - www.Fiserv.com/EBPGamification
- Bill Payment Gamification Interview (Video) - www.Fiserv.com/GamificationInterview
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