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Enabling people to bank better
Designing new help centre experience for Standard Bank's second generation mobile banking app
Location
Johannesburg, South Africa
Team
Design lead,
Creative director,
Designers (03),
Analysts (02)
My role
Design lead
HELP CENTRE 2.0
Project Type
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Experience strategy
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UX/UI Design
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User testing
My responsibilities
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Leading research and design phase
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Identifying search & personalisation logic
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Creating interactive wireframes to set design directions
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Managing on-site and off-site teams
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Co-ordinating with On-site Front-end developers for MVP UI development
01. Process and timeline
Identifying solution by exploring all possibilities
Standard Bank was receiving 1000+ customers complaints weekly for their mobile banking app. To help them figure out a solution, they asked us to identify the problem and define scope. We started off a discovery phase for identifying the experience 'vision' and an execution phase to strategise final design elaboration
Research and strategy
Help has to be contextual and evident, otherwise it just doesn't help!
My thinking was to identify best ways to provide help to the users by using innovative methods and conceptualise features which play to the Bank's strength, thus maintaining a balance between user centric approach and a feasible and scalable solution.
We started from basic, to understand how people need help, what do they need help for and what are their expectations in the need of the urgency
01
Global Inspirations
Inspirations helped in identifying impact of global trends and successful examples on the context of help experience
02
Quantitative user analysis
Understanding customer care data and analysing patterns, we could identify the pain points for matching expectations
03
Feature scoping and strategy
We also conducted stakeholder workshops to figure KPI's, Feature analysis and product development road map
04
Qualitative User research and data analysis
Through data we collected from our quantitative and qualitative methods, we integrated our findings into user journey maps to identify opportunities to provide a better help experience
05
Sprints, Synthesis and design directions
Collaborative problem solving
I designed and conducted various workshops with the teams of Standard Bank to come up with collaborative ideas and features around the identified opportunity areas
HELP CENTRE 2.0
Enabling users help themselves better
Personalised Digital assistant
Curated Visual Cues
Contextual help with long press
Screenshot analysis
Conversational help
A digital assistant which is always there to help
We introduced the Help Centre with a friendly tone of voice and serene visual impulses. With subtle movements, the assistant gives you feedback on your actions, ensuring a presence, simplifying an intimidating task.
Smart search provides results as per user context and journey
After understanding technological feasibilities, we were able to crack the 'Search logic' for Help centre. The current mobile app did not have a specific search option and our logic and UI soon become a precedent for the search functionality for the whole application
Introducing 'Help cards' to experience information the way users prefer
Help cards feature became a very appreciated and loved feature by the users. It provides various ways of experiencing information and overtime understands user preferences and prioritises features through the dynamic component design
A design structure that learns and enables users help themselves better
Below is the main page of Help centre which illustrates the structure for experience of getting help in different ways as per the banking needs and urgency of users
Testing the validity of our design before getting into development
I created user testing KPI's and along with the team, we came up with several tasks to test. One key task we wanted to test was effectiveness of the help cards as per user profile.
After several rounds of testing, including heat maps, touch metrics and observational studies, quite a few insights were uncovered which later were discussed with business teams and incorporated in the final production ready design.
A holistic customer journey for South Africa, also scalable to African region
I designed the customer journey map analysing the entire impact of Help centre on the mobile banking app for South Africa region and also incorporated how the experience would expand for Standard Bank's other served countries in African region
Thank you! Please get in touch for more info on Help centre
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