To reach our main goal of transforming the complicated online financial world into something far better for users I challenged ourselves to build the simplest, most delightful and enjoyable digital banking design ever experienced. I strove to prove that it's achievable without losing any of the wide variety of banking functions.
I invite you to explore my journey to a new strategy of designing financial products that is unlike anything you have ever seen before. This mobile banking UX design concept, does not try to be the ’perfect’ banking solution. Instead, its goal is to present a completely different approach to financial services design. It's about creating a click-less banking interface by using gesture interactions.
1. Careful
assistant research
Create a use case matrix
that will help you identify why users are interacting with the device. What is
their primary mode of interaction? What is secondary? What is a nice-to-have
interaction mode and what is essential?
You can create a use case
matrix for each mode of interaction. When applied to voice interaction, the
matrix will help you understand how your users currently use or want to use
voice to interact with the product — including where they would use the voice
assistant:
Now that we’ve explored our
constraints, dependencies, and use cases, we can start to dive a little deeper
into the actual voice UX. First, we’ll explore how devices know when to listen
to us.
For some added context, this
diagram below illustrates a basic voice UX flow:
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2. Finding
personas for my story
By conducting multiple
interviews, collecting openly accessible data, and setting up different surveys
on social media we created the key user personas as possible customers of the
Techcombank app. Based on the results of
our research, the personas were a student, a office and an entrepreneur.
The main characters were
generally described as :
1. Discoverers - energetic
people who keep up with the current trends and consider traditional banking
apps to be complicated and tedious.
2. Lovers of beauty -
enthusiasts of good-looking, authentic solutions and modern novelties, eager to
maintain their appreciation of beauty in their lives.
After discovering these
values in our customers, we realized that our mobile banking design had to be:
1. mind-blowing,
2. emotionally engaging,
3. delightful,
4. easy to use,
5. innovative.
In other words, our end
product needed to be cutting-edge, visually appealing, and emerge as one of the
top banking apps in the market.
3. Open
your heart to your users’ feelings
Next, for each of the
personas, we built an Empathy Map. It compiled what would become the main paths
of usage, based on their importance. By doing this we were able to have a
better understanding of our heroes’ emotional aspects.
When creating the Empathy
Map, I discovered a lot of pain points and dissatisfaction in regards to my
personas experiences when they used other common banking services. The main
issues included difficulty understanding the out-of-date designs of the
service. To improve this, we had to gain a better understanding of our
customers, their expectations and needs.
My characters were eager to
use non-banking types of solutions. They were also advised to try alternative
options by their friends, who were already using these kind of products.
4. Create a
map of mobile bank journey
During this phase, we merged
the observations collected in the earlier stages into a document called
Customer Journey Map (CJM). It's based on Business, User, Product and is
specifically tailored for the development of financial solutions.
Our goal was to learn about
the essence of what exactly the users were expecting from the banking app, what
kind of feelings they would experience when they used it, and their main usage
paths, along with business objectives, KPI's and an action plan. Being able to
see the whole picture helped us to create a detailed step-by-step product
experience that would satisfy the needs of both the users and the business in
the best possible way.
During this stage, we
determined exactly what the most crucial action points would be from the users’
emotional point of view.
The banking's Customer
Journey Map consisted of 5 stages, 17 touchpoints and 346 bullets. For more
complicated banking platforms there can be more than 100 touchpoints and up to
2,000 bullets. Take a look at this explanation of a Customer Journey Map to
gain a better understanding of how this works.
Let's say that the aim of a
touchpoint ’Top up account’ is to quickly and securely increase the amount of
money held in a user’s Techcombank account by transferring funds from another
bank account. In this case, the main tasks consist of:
Transfer in Techcombank
Instant transfer 24/7
Payment services
By doing these tasks, a
person can sense different feelings such as impatience and excitement. Also, at
this step, the user might have some questions, such as:
How can I quickly access my Techcombank
account?
What information is required from me?
Is this secure?
How long will this process take?
If we talk about the
possible pain points a user could have, one of them would definitely be their
obligation to enter the payment data repeatedly, every time, when performing a
top-up function to add money to their Techcombank account.
From the perspective of a
business, the most important goals of this touchpoint could be the frequency of
top-ups and amount of money being topped up by the users.
Furthermore, the KPI's (Key
Performance Indicators) could be determined by:
the percentage of transactions with or
without errors;
the average amount of time spent to
complete a transaction;
the average amount of transactions.
Also, it is crucial that the
users consider the process of adding money to the account to be simple, easy to
understand and as safe as possible. At this particular stage, the banking app
can state the benefit to the users as ‘top-up your account in seconds’.
After learning about the
customers and the businesses, we were able to determine what was necessary at
each step of the user’s interaction with the app. This allowed us to prepare a
list of functional requirements for the project, create a Red Route Map
Analysis, and identify ‘power’ user scenarios.
5. Create
Information Architecture for mobile banking app UX design
Next, we were able to
prepare the structure of the banking app’s design based on the mental models of
user perception, so that they can easily understand the structure and principle
of operations in our product. After creating the architecture of the
information we were able to learn everything about the conceptual service
model, which was created from fundamental sections of data along with a
thesaurus. To achieve this, it was beneficial to use a practice called ‘Card
Sorting’, in which potential users are asked to arrange components of a product
according to the specifics of their mental model.
What will the workflow of a
voice assistant in the challenger bank design look like? Suppose you want a
personal loan; tap a mic icon and voice your request. Banking careful assistant
identifies your request and offers a choice of available options. In this
particular digital banking case study, one of the offers has already been
prepared and approved according to your credit score. All that remains is to tap
“Confirm,” and the money will appear on your balance in seconds.
This is one of the basic
principles of the future bank user experience — proactivity instead of
reactivity. Future banks won’t have to wait for a request from a user.
Financial careful assistant will automatically prepare and approve a proposal
for the maximum number of services using big data-based predictive analytics.
This will significantly enhance the banking customer experience and provide
instant service.
6.
Transform user scenarios into screen flows
After gathering all of the
information about the main usage scenarios and creating the information
architecture, the strategic part of our banking UX design was ready.
These maps are made to establish the right order for the essential user scenarios that have been determined in the earlier phases. It helps to design and adapt the actions that users have to take in order to achieve their goals.
7. Proof of
concept
My Goal was to prepare a
concept of a banking design displaying the implementation of the most and basic
user scenarios. Design screens were prepared and integrated in to a clickable
invision prototype. Also, a motion design video was created.
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