A presentation using ux methodologies to solve a problem with ABC bank changing traditional customer interaction to a strictly digital experience.

1. ABC BANK UX MINI WORKSHOP RESULTS
& RECOMMENDATIONS

2. UX Mini-Workshop Problem Domain
Saving account application form
 The bank currently mail 1000 of these a day to various customers
 Customers order these via their webpage
 The form is basic, is unbranded and results in a lot of call centre activity
 To save on postage, ABC bank has decided to have their customers
complete this online
 These forms are for personal banking accounts only, not for commercial
accounts

3. Who are our users?
 Anyone who wants to open a savings account with the ABC
Bank
 Exercise 1: user personas (10 mins) brainstorm 2 or 3 user
personas fill in all fields
 Why do we do this?
 We want to create a snapshot of the target audience that highlights
demographics, behaviours, needs and motivations through the creation of
a character
 Personas make it easier for us to create empathy with consumers
throughout the design process

4. Our user personas
Banking Activity:
Two accounts, banks strictly
online.
Banking Activity:
One account for the last 10 years,
likes to go the branch.
Banking Activity:
Multiple accounts, banks
mostly online.

5. Create a consumer journey map
 A diagram that explores the multiple steps taken by
consumers as they engage with the service
 Allows participants to frame the consumer’s motivations
and needs in each step of the journey, creating design
solutions that are appropriate for each
We do this in two ways:
 First the steps that it takes at the current site
 How we would like the customer journey to be in our new
solution

6. Customer journey map

7. Competitive audit
 Comprehensive analysis of competitor
products that maps
out their existing features in a
comparable way
 Allows us to identify opportunities
to innovate in a given area
 Commonwealth Bank

8. Stakeholder interviews
 Scripts for interviewing key stakeholders in a project, both internal and
external, to gather insights about their goals
 Questions I asked:
 What is your role in this project?
 What did you do before this?
 What is this product going to be?
 Who is this product for?
 What worries you about this project? What’s the worst thing that could happen?
 What should this project accomplish for the business?
 How will you, personally, define success for this project?
 How would you like to be involved in the rest of the project, and what’s the best
way to reach you?

9. Brainstorming
 We wanted to get some constraint-free ideas that respond to the brief
 Allows the team to visualize a broad range of design solutions before deciding
which one to stick with
 Final ideas, thoughts, concerns
 My method : Stand & act like our customer!
 I encouraged everyone stand, walk around, etc. to encourage fluid creativity. This
helped the group just spit out ideas and continue the conversation
 Standing allowed the group to be more free and give their new ideas
 We want to act like the customer who will be using the product
 Our best breakthroughs always come when we walk in our customers’ shoes

10. Our solutions :
 Online form
 Very easy to use (large input areas, more screens, flows better)
 Create a look that defines the ABC branding
 Interactive (dynamic to previous user information with cookies)
 Responsive to mobile applications and tablets
 Chat option (eliminate calls)
 Eliminate steps (as easy as possible, progress to complete)
 Confirmation (In the form of a message and email)

11. Our recommendations in action
Tells user time they finish

12. Our recommendations in action
Large input areas
Chat always availableProgress to completion

13.  New customer incentives
 By signing up online to a new savings account you will receive 6 months of
banking free!
 By signing up online to a new savings account you will receive 4 free movie
tickets to Hoyts movie theatres!
 By signing up online you will receive 5,000 Qantas frequent flyer points
 Give the customer a reason to take action
Further recommendations