Building a Digital Account Opening Executive Summary Dashboard

Note: To honor the privacy of the company Travis Credit Union, I have replaced the data shown in the dashboard with mock data.

This project involved creating a Tableau dashboard to visualize and monitor the performance of the digital account opening process. The goal was to provide a clear, accessible overview for stakeholders, enabling them to make data-driven decisions to optimize the customer experience and drive business growth.

The Process

The following tools and steps were used to create the dashboard:

• Excalidraw: Used to create the initial mockup for the dashboard layout and design. This allowed for rapid prototyping and iteration on the user interface.
• Tableau Prep: Used to clean, transform, and prepare the data for analysis. Tableau Prep ensured data quality and created a refreshable data extract for seamless integration with Tableau.
• Tableau: Used to build the interactive dashboard, incorporating visualizations, calculations, and user-friendly features.

The Dashboard

The dashboard is designed to give a high-level view of how the digital account opening process is performing. It's structured with a focus on user experience, making it easy for both technical and non-technical users to understand key performance indicators (KPIs) and identify areas for improvement. The dashboard includes the following tabs:

Summary Tab

The Summary tab provides a comprehensive overview of the digital account opening process. It includes the following sections:

• Application Funnel: Tracks the number of applications started, submitted, and booked, providing a clear picture of the customer journey.
• Approval Rates: Displays approval rates for both automated and manual review processes, highlighting the efficiency of the approval workflow.
• New vs. Existing Members: Shows the breakdown of booked applications between new and existing members, offering insights into customer acquisition and retention.
• Funding Types: Visualizes the distribution of funding types (ACH, Debit Card, Internal XFR), revealing customer preferences and potential areas for optimization.
• Time to Completion: Monitors the average time it takes for customers to complete the account opening process, identifying potential bottlenecks and opportunities to improve the customer experience.

The Summary tab is designed to provide a quick snapshot of overall performance, allowing users to quickly identify trends and areas that require further investigation.

Funding

The Funding tab focuses on the financial aspects of the digital account opening process. It provides insights into:

• Funding Methods: Shows a detailed breakdown of funding by Debit, ACH, and Internal XFR, including counts and dollar amounts.
• Funding Trends: Includes line graphs visualizing the funded running total, weekly number funded, and weekly dollar amount funded over time.
• Funded Product Types: Displays a donut chart of funded product types (Savings, Certificate, Checking) and a bar chart of the average funded amount by product category.

This tab helps stakeholders understand the financial impact of the digital account opening process and identify opportunities to increase funding and optimize product offerings.

Products

The Products tab provides a detailed breakdown of account openings by product type. It includes:

• Product Performance: A table listing various product IDs (No-Fee Checking, Digital Checking, etc.) with metrics like total created accounts, funding amount, and percentages of applications started and submitted.
• Application Flow by Product: Shows how different products perform in terms of application starts, submissions, and approvals.

This tab allows users to analyze the performance of individual products and identify those that are most popular and successful in the digital channel.

Marketing

The Marketing tab focuses on the effectiveness of marketing campaigns in driving digital account openings. It includes:

• Campaign Performance: Tracks the performance of UTM campaigns and promo codes, showing the number of applications and funding associated with each.
• Acquisition Channel Analysis: A bar chart displays the number of applications by acquisition channel (Direct, Display, Email, etc.), broken down by organic, inorganic, and "not sure" sources.

This tab helps our marketing team understand which campaigns and channels are most effective in driving digital account openings, allowing them to optimize their marketing efforts and improve ROI.

Key Features for the Prioritization of User Experience

The dashboard is designed with a strong emphasis on user experience, incorporating features that make it accessible and easy to use for a wide range of stakeholders:

• Clear Visualizations: Charts and graphs are used extensively to present data in an easily digestible format.
• Plain English Labels: Metrics and categories are labeled in clear, straightforward language, avoiding jargon.
• Interactive Elements: The dashboard includes interactive elements like filters and drill-down capabilities, allowing users to explore the data in more detail and answer specific questions (existing vs. new members, etc.).
• Tooltips: Tooltips provide additional context and laymen's explanations when hovering over data points, offering definitions of metrics, explaining calculations, or providing insights into trends.

By prioritizing user experience, this dashboard empowers our product managers and executive team to make informed decisions and optimize the digital account opening process for improved member satisfaction and greater business outcomes.

Potential Enhancements

If you have any questions, feel free to shoot me a message.