WORK
Simplifying complex information
Beneficial ownership who?
Shareholder communication what?
A scenario that doesn’t apply to over 80% of target users. Mired in complexity. An uphill battle with compliance, legal and risk.
Beneficial ownership… what’s that?
Version 1:
Do you object to disclosing your beneficial ownership information?
No, I don’t object
You won’t be charged with any costs associated with sending materials to you.
Yes, I object
You won’t receive security holder materials if the.
Version 2:
Do you want to share your information with companies in which you hold securities?
Yes
No
By choosing No, you may need to pay to receive shareholder materials if the company initiating the mailing doesn’t pay the cost of delivery.
Do you want to pay to receive shareholder materials?
Yes
No
Asking questions about conflicts of interest during the account onboarding flow to ensure RBC’s liability around compliance and fraud management.
Simplifying the question. Why?
To remove the burden on the user to understand beneficial ownership and why it matters in this context
To get the to the root of what answering this question means for the user
Change to the copy on the responses. Why?
Convert confusion to simple, intuitive, yes/no responses combined with progressive disclosure
Shareholder materials…why do I care?
Version 1:
What shareholder communication materials would you like to receive?
All materials
Only proxy-related materials
None
Version 2:
What information would you like to get from companies you hold securities in?
All materials
Only proxy-related materials
None
Fighting the good fight to simplify complex information to get to the heart of what’s important for our users:
Improving understanding of information presented through human-centered language;
Easy to choose the right option for their situation;
Reducing time on page and to continue to the next screen
Result
Simplifying user comprehension of complex information feeds into the primary goal for this flow — open an account in seconds
