Watson Living: Building User Trust

Watson Living is an early-stage startup focused on working with rental property owners and their residents to offer rewards programs that incentivize renters to make on-time rent payments. Users are rewarded cash-back for paying rent, renewing their lease, or other activities which are funded directly to a Watson-issued debit card. Since Watson primarily worked with low-income housing, a large sector of our demographic was less tech-savvy and older than most digital products. Therefore building user trust was imperative for improved adoption.

The first opportunity we identified was streamlining the debit card application process. There were two friction points within this flow. We used a 3rd party banking solution to create the debit accounts and issue Watson cards. The MVP of the app asked users to complete the card application on the 3rd party provider's website instead of within the Watson app. Additionally, users are asked to provide their entire Social Security Number during the application. Users felt confused and wary by the change in UI and requested sensitive information at this step. Incorporating the card application within our native app and providing better context gave users a seamless, more trustworthy onboarding experience.

Before

After

Rewards & Deals

Website Redesign

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