CredAbility

CredAbility contacted The Social Pursuit (who partnered with Highdive) because they were seeing that 10s of thousands of visitors came to the CredAbility site, yet less than 3% completed the process to enroll in a program.  CredAbility believed that users were falling out in the enrollment process, but did not know where or why.

Highdive conducted Usability Studies and found out that indeed, customers were falling out in the process, but there were reasons that no one was aware of that precipitated the fall out.   By taking current and prospective clients, representative of the CredAbility target demographic, through scripted scenarios, we uncovered that trust, security, and information organization, as well as a number of other factors, contributed to a potential client abandoning the process.

Additionally, though Focus Groups, we found a number of other tools and perspectives in which to engage the potential clients.  Focus Groups participants, again, representative of the target demographic, also made recommendations for organizing the mass amount of content into silos of information that was clear, easy to find, properly named, relevant to their issues and easily accessible, and calls to action that created clear paths to success.

In 2013, CredAbility and ClearPoint Credit Counseling Solutions merged to become the second largest NFCC-member agency.

Audience:

• Current client (primary)
• Prospective client needing credit education (primary)
• Content Management Staff (secondary)

 

Project Scope:
Highdive was brought in to evaluate the effectiveness of the website, particularly the Budget and Credit Counseling and Debt Management Plan form processes. CredAbility also needed to move to a content management form platform (Drupal) that was flexible, secure, and could grown with their needs.

 

Partners:  The Social Pursuit, Brand Flow Marketing