+971 52 771 8218

bank project

Financial wellbeing as a new bank solution
The bank is a stable, commercial company. The Bank provides a full range of banking services to individuals and legal entities. The bank's strategic focus is on:

➝ Development and support of medium and small businesses in the country

➝ Personalized customer service

➝ Premier banking

  • 28 years on the market
  • 285 million assets
  • 30 million EBRD support

The bank approached us to get a diagnosis of the situation, as it found a deterioration in economic indicators:

➝ The large outflow of customers from using online services
➝ Low number of transactions
➝ Marketing management does not pay off
➝ Negative reviews on digital platforms

diagnostics

Our work was based on the methodology of design thinking, additionally applied the mystery shopper method and usability testing

  • 1
    Research process
    Twenty-eight respondents, from regular customers to customers of other banks, and VIP clients, participated in the survey.

    In-depth interviews have shown that salary clients (the biggest part) do not use the bank's service. Customers said that there is not enough basic functionality in the application. They could not transfer money from one card to another without using a bank account. Also, customers couldn't choose Apple pay, which they used almost everywhere.

    Therefore, after receiving a salary, customers transferred it to the card of a competitor's bank and postponed the card of this bank until the next salary.

    Respondents told about difficult and incomprehensible navigation in the application. They didn't use many of the features in the app. To perform standard operations,
    such as paying utility bills or fines, they turned to technical support for help or went straight to the bank.

    75% of potential customers who contacted via messengers did not continue further interaction with the bank. Receiving neutral or robotic responses from online consultants, people chose other banks. Because in other banks they received more detailed and specific information and solved their problems.
Peter, 38 years
user
"I don't use the bank card that I was given at work. Yes, the company transfer my salary on this card, but I can't even make a transfer to another person's card number. Therefore, I use a card from another bank, where everything is convenient, I transfer all my salary there and use it"
Peter, 38 years
user
"I don't use the bank card that I was given at work. Yes, the company transfer my salary on this card, but I can't even make a transfer to another person's card number. Therefore, I use a card from another bank, where everything is convenient, I transfer all my salary there and use it"

decision

  • Add basic functionality
    This is an opportunity to transfer from card to card and pay for purchases via Apple Pay.
  • Add financial assistant functions
    The new functionality is aimed at the financial well-being of the client: it helps to make savings using the application and receive bonuses.
  • Implement initiatives that are aimed at sustainable development
    The concept of sustainable development is promoted by the UN and supported by many large companies. Its main mission is to develop the economy without harming the environment.

    The organization supported this initiative and refused plastic souvenirs as gifts for customers. Now, having accumulated a certain number of bonuses, you can plant a tree with a personalized certificate. Such an extraordinary approach reduces the amount of plastic and increases customer loyalty.
  • Improve app navigation
    Customers had to turn to online bots to understand how to pay for housing and utility bills and fines through the application. People couldn't figure out where and how to perform simple operations. Therefore, we have simplified navigation and added frequently used functions to the main screen.
  • Optimize omnichannel interaction
    For potential customers who apply through online resources to have a desire to switch to permanent ones, the company optimized the work of bank employees on the Internet. The company has made changes to the scripts and rules of employee communication, focusing on empathy and a personalized approach to client's problems.

results

The number of transactions increased by 220%

  • Summary improvements
    We eliminated barriers in customer service and developed a financial assistant with sustainable bonus systems.

    The result of the study was an updated version of Internet banking with improved UX interaction and a focus on solving Daily Banking tasks.
  • Increasing the number of customers coming from online services
    There are 14% more people who turn to media channels and then become customers.
  • Increase in the number of clients coming by recommendations
    The number of clients coming by recommendations increased by 4%, and reviews from media resources became 80% positive.
  • Increasing the number of transactions
    The number of transactions increased 3.2 times after adding functionality and improving UX interaction.
  • Strategic solution
    For the strategic direction, we are developing a financial assistant functionality that explains to the client how to manage money better, helps to solve specific client tasks (for example, how to save 7000 euros to buy a car), teaches investing, and allows contributing to sustainable development when achieving goals.
11

Back to all projects ➝

PROJECT REQUEST

We approach each project individually. We use the best world practices and new technologies.
By clicking on the button, you consent to the processing of personal data.