Digital technologies are transforming the banking industry and how customers interact with their banks. Banks are moving from purely transactional models to focus on building trusted partnerships with customers through advanced analytics, personalized services, and real-time interactions. Digital customers now expect convenient, intuitive experiences across all their devices. The document discusses a case study of a bank called Epsilon that aims to improve its digital customer experience. It outlines Epsilon's research methodology including analyzing customer, business, and system needs to create prototype designs for validation and feedback.

1. Digital Transformation of Financial Services
How Digital is revolutionizing everyday banking
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2. 1 Introduction| Changing Landscape of Digital Banking
2 Digital Customer| Customer’s Power of Digital
3 Epsilon| Current State and & Objectives
4 Methodology| Our Process
5 Our Proposition| How we do it?
6 Appendix| UX Artifacts
Contents
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3. Introduction| Changing Landscape of Digital Banking
With the emergence of integrated digital platforms, financial institutions are transforming their business models
to keep pace with the changing behavior and preferences of customers.
Banks are moving from pure transactional providers to being a trusted partner through-
Advanced multichannel integration
Persuasive analytics and predictive modelling
Real time interactions and increased conversation
Advisory services
‘Digital’ is driving the Customer
experience revolution.
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4. Digital Customer| Customer’s Power of Digital
For most customers, their
everyday lives and digital lives
are interwined; so much so,
that Oxford dictionary has
officially added ‘digital detox’
to its online dictionary.
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5. Digital Customer| Customer’s Power of Digital
Digital customers are redefining customer mindsets, purchase patterns and interaction levels that
companies are trying hard to adapt and keep up with this new wave of users.
Mobility on the rise
• 7.5 million Australians using
the internet via their mobile
phone during June 2013, an
increase of 33 per cent (or ten
percentage points) compared
to June 2012
With a plethora of devices at hand and
information overload, users are now
looking at simple, easy to access and
intuitive interfaces for their banking
needs- Superior user experience will thus
be a key differentiating factor
Tweet and Repeat
Users have become more conversant and
interaction with the brand has gone to
another level with the advent of social
media.
“
”http://www.acma.gov.au/theACMA/Library/Corporate-library/Corporate-publications/australia-mobile-digital-economy
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6. 71% consider their banking relationship
to be transactional rather than relationship
driven
51% want their banks to proactively
recommend products and services for their
financial needs
48% are interested in real time and
forward looking spending analysis
Digital Customer| Customer Expectations and online banking challenges
*2014 North America Consumer Digital Banking Survey
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7. Case Study: Epsilon Pty Ltd
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8. Epsilon| Current State and & Objectives
Analysis
• Site receives significant number of
visitor hits from mobile devices
• Lower user session time
• Lower number of pages hit
• Customers are mobile savvy and looking for
banking services from their devices
• Current site does not completely meet their
demands(low session time, page hit)
Observation
Engagement Objectives
1
Understand target users
needs, pain points,
expectations for service
offerings
2
Understand target user
device preferences
3
Understand the challenges of
business owners, their goals
and objectives
4
Create and validate the
prototype design
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9. Methodology| Our Process
Research Design Test and Validate
Designing a superior user
experience, which delivers the
business KPIs, starts with a
research phase that covers
the following:
1. Business
2. User
3. System
4. Brand
Findings from the Research
phase are analyzed and forms
the foundation to the next
phase:
1. Create HTML Prototype for
one user journey (about 3-
4 pages) which will work on
the devices identified (web
/ tablet / mobile)
The designs created need to
be validated with users,
business owners to fully study
the impact of the newly
envisioned designs
1. Gather Feedback from
users and stakeholders
2. Observational Analysis
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10. Vision
(Long & Short Term)
Business Objectives
Target Audience
Stakeholder Expectations
KPI Definition
Face-to-Face
Interviews
Branch Audits
To bring key stakeholders together and
involve them in a discussion about
their expectation. The criteria which
they believe can make the product a
definite success.
Methodology| Business Research
ACTIVITY OBJECTIVE OUTCOME
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11. User Journeys
User Goals
User Pain Points & Need Gaps
Mystery Shopping
Ethnographic Research
Contextual Inquiry
To interact with users of Epsilon who
access the site (primarily focusing on
High Networth Individuals)
The discussion will revolve around
identifying their usage patterns, delight
factors, challenges, need gaps & other
requirements
Methodology| User Research
ACTIVITY OUTCOMEOBJECTIVE
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12. Functionality Categorization
Prioritization
Complexity Definition
Application
Walkthrough
Technology Platform
Study
Workflow Analysis
Usability RecommendationTo understand the overall system workflow,
user groups involved and their touch
points; in order to analyze the end to end
business processes vis-a-vis customer
journeys, their degree of alignment, and
associated context at each step.
Methodology| System Research
ACTIVITY OUTCOMEOBJECTIVE
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13. Positioning
Core Brand Values
Brand Language & Tone
Brand Book
Brand Audit
Competitive
Benchmarking
An extensive exercise to understand the
brand and industry trends through studying
the immediate competitors across different
geographies to ensure the output is best-in-
class and leading the curve.
Methodology| Brand Research
ACTIVITY OUTCOMEOBJECTIVE
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14. ACTIVITY
Wireframes
HTML Prototypes
OUTCOME
Design
To design prototypes for a simple 3-4
page user journey, highlighting the
interactive features, new offerings for the
intuitive site.
Walkthrough the design with small set of
users and business owners to gather
feedback
Feedback
Validate
Methodology| Prototype Design and Validation
OBJECTIVE
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15. TEAM
For this project we anticipate
following roles to support this
engagement
 1 Lead Consultant
 2 UI Consultants
 1 UI Designer
TIMELINES
We plan to complete the
assessment in 12 Weeks.
We are prepared to kick-off the
project within 20 business days of
final work contract.
COMMERCIALS
We anticipates a pricing of around
USD 160,800 for this Digital
Assessment.
Note: Final pricing will depend on
the actual scope and timelines of
the engagement.
Our Proposition| How we do it?
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16. Appendix: UX Artifacts
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17. Jane is a 38 year old working professional. She is
married and has a 3 year old daughter. She is has just
been promoted as the Marketing Head of an
international cosmetics brand based in Sydney, Australia.
• Jane has a hectic schedule and is always on the move
because of her job
• She is tech-savvy and uses her smart phone, tablet and
laptop to stay connected, to browse for information and
trends and to stay updated.
• She endorses online banking as she finds it convenient; be it
to check her finances or pay her bills
• Jane has low tolerance to sites which are not user friendly.
She is on the lookout for banking site that will cater to all
her needs at one place
Jane holds 2 accounts with Epsilon and 1 with
Commonwealth Bank of Australia. She is hoping to
consolidate all three account in one back. She is
currently assessing the online features available with
these banks.
From a banking site, She Expects
Mobile and Tablet Optimized
Single Window for all accounts
User Friendly Interface
Expert Advice and investment tips
Personalized services and offerings
User Persona

18. Trustworthy
Reassuring
Connected
A mood board is to visual design what a storyboard is to animation. It visually depicts the mood we intend to create from our design concepts.
Moodboard
Helpful
Seamless
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19. Home Bank Cards Loans Invest Careers Locate Us
Accounts Summary
Cash
Credit
Loan
Investment
S$ 3000
S$ 500
S$ 0
S$ 2000
T. Assets S$ 5000
T. Debt S$ 500
Net Worth S$ 4500
Accounts Summary
2000
4000
6000
Edit Accounts
Average Net Worth: S$ 4000
National. Average: $S 3000
Net Worth per month: 2013-2014
Total Debt Distribution
Customize your dashboard today. It is easy and convenient like never before!
Cash Inflow Trend
Customize
Create a Budget
Mange you finance using our
new ‘Budget’ feature.
You can set up budgets, get
organized for tax season and
track spending in all your
accounts
View
Welcome Jane!
Get connected to the
Experts!
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Connect Me
Proof Of Concept | Web
Input Keyword
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20. Proof Of Concept | Mobile
Accounts Summary
Cash
Credit
Loan
Investment
S$ 3000
S$ 500
S$ 0
S$ 2000
T. Assets S$ 5000
T. Debt S$ 500
Net Worth S$ 4500
Edit Accounts
Create a Budget
Mange you finance using our new
‘Budget’ feature.
You can set up budgets, get
organized for tax season and track
spending in all your accounts 20

21. Proof Of Concept
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22. Thank You !
Email: chaitrakps@gmail.com
LinkedIn: http://sg.linkedin.com/in/chaitrasubhakaran/
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