BANKING APP REDESIGN
Improving the Experience of Opening an Account with a bank in SE Asia
For the purpose of this assignment, we were asked to provide insight on the user experience of South Eastern bank enrollees with the MyBank mobile app, and to map the pain points in their journey with a specific focus on Opening a New Bank Account.
Our team interviewed several SE Asian MyBank and competitor bank users in their context through Round Feather’s proprietary emotion-driven design approach. We uncovered their deep user needs and emotional tensions when interacting with the mobile app and identified the instances that deliver the most pain.
After mapping the emotional journey of the MyBank mobile app users and compared it with that of competitor local banking applications, our team designed new user flows which would convert the pain into bliss, focusing on a selection of scenarios built from the research insights.
Leila Mei - 38 year-old established school principal and mother of two, aged 12 and 14
“I want to teach my teenagers the value of money by opening theem savings account. I want to see what Mybank can offer me.”
She has a fixed deposit account with a certain local bank but is not happy with their services. She wants her kids to start their banking journey with a more credible bank, which will fit their evolving needs.
SERVICE – She wants transparent and reliable services, so that her kids can learn the power of saving in a safe & hassle-free manner
TIME – She wants to find the best choice for her kids but does not have the time to browse tediously. She wants an instant process that does not make her wait
STEP 1 - OPEN A TEENAGER ACCOUNT
Leila wants to open a bank account for her teenage daughter and goes on the MyBank mobile site to look for information. In this specific country, it is not always possible to open an account directly online, so people need to schedule an appointment to the branch to complete the application.
Leila finds quick and easy to access information on the MyTeen Savings Account
STEP 2 - FIND A BRANCH
Scrolling down she finds how she can Open an Account, so clicks on the arrow to open the accordion item
STEP 3 - SCHEDULE AND APPOINTMENT AT BRANCH
Inside Open an Account she learns what she needs to do and clicks on HERE to select a MyBank branch.
The User can view a map of her surroundings and choose the most convenient branch & selects her preferred one.
Leila now picks a day & time for her appointment, and continues to her details to finalize the scheduling.
She inputs her personal information and decides to get a reminder via SMS before the appointment
STEP 4 - APPOINTMENT REMINDER & DETAILS
The day before her appointment at the bank, Leila gets a reminder SMS and a link to the site
The link sends her to check her appointment details to make sure she doesn’t forget anything
Leila can also see which agent will take care of her tomorrow, so she can feel comfortable and prepared
*Name, Logo and color style guide of the app have been modified to ensure compliance with NDA agreements