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Enhancing digital account opening experience
Identifying strategies and designing experiences for online account origination for Standard Bank's mobile banking customers
Location
Johannesburg,
South Africa
Core team
Design lead,
Creative director,
My role
Design lead
Digital Account Origination Hub
Project Type
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Experience strategy
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Recommendation logic
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UX/UI
My responsibilities
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Leading research and design phase
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Identifying recommendation use cases and personalisation logic
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Creating customer journey maps
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Creating UI components
Project context and process
Improving how customers find banking products and take decisions
Opening an account involves many steps. One of the most important step is to be able to find a relevant product, which is easy to understand and clearly indicates the value. This helps a customer to take decisions faster.
With this as a context, I set out with innovative approaches to tackle this intricate challenge
Phase 1
Discovery Phase
Understanding business processes and user behaviour patterns
Phase 2
Execution Phase
Creating designs for
final use cases and
co-ordinating development
My Approach
Users are not aware, and it's important to nudge them in right directions
For identifying strategies to effectively talk about right products with right users, I studied various notes on Behavioural Economics and Nudge theories.
After analysing various case studies, I came up with a user matrix which helped Standard Bank to generate appropriate use cases to improve their personalisation logic engine
Contextual research and top findings
01
Understanding Origination touch points
To open an account involves users to follow steps online as well as visiting a branch. Below is the comparative analysis of touch points for different types of banks
02
Identifying user problems
Users are primarily not aware about banking products due to their complexity and perceived notion of disconnect with their needs
01
No clarity on product values
03
Pain of visiting branches and standing in cues
02
Intimidating and serious information
04
Difficult to get proper guidance
User behavioural analysis and nudge theories
01
How customers decide to buy?
Some understanding when it comes to banking products
02
What are behavioural influencers?
Leveraging principles and applications of behavioural economics
03
Understanding Nudges
Nudges play an important role in positively orienting users in decision making
Solution
A personalised, simple and user centric design recommendation
After many discussions and optimisations, we identified key components that would make up the digital origination experience personalised, relevant and provide clarity to help customers to decide
Component 3
Promotional cards
Component 2
Recommendation cards
Component 1
Banner promotion
Nudge 1
I am interested
Nudge 2
Value push
Major components
Component variants
Here's a video of early stages of design
As the project is currently in progress and the marketing teams are developing additional components, I am only able to show the early stage of the design, to give an idea of the directions for solution
A design structure that expands territories
To make the design scalable to accommodate users from various regions in Africa, I had to structure the design in a specific way which works with the SBG's recommendation logic
Component based designs integrating various business processes
Opening a new account is a serious decision for a User, and includes various complicated steps from Business and Legal perspective. While designing the experience, we had to optimise and smartly find a balance to make the interactions user centric
Finally,
a snippet of holistic customer journey map
Complete digital journey
Hybrid journey
Staff member's journey at branch
User's journey at branch
The hub
Recommendation access points
Thank you! Please get in touch for more info about this project
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