Context
The existing app emphasizes disparate features. Due to the lack of context and relevancy, user engagement is low.
Discovery
In a survey, users were asked open-ended questions to determine their primary reasons for mobile banking:
44%
Check Transactions and Balances
38%
Transfer or Deposit Funds
16%
Both
2%
Other
Most respondents check their finances specifically for unauthorized transactions and possible fraud.
Hypothesis
Offering comprehensive guided experiences will enhance account security and motivate users to return for additional fraud prevention tools.
Workshop
Brainstorming sessions with cross-functional partners allowed for alignment of goals and a sense of ownership among stakeholders.
In those workshops, user personas were created to ensure designs align with the target audience.
Iterative Design
Wireframes and low-fidelity prototypes were tested, with revisions made after each test.
The initial design featured a linear timeline that was familiar to users. However, they wanted alerts to be more noticeable and displayed at the top.
The updated design placed alerts and suggestions in a separate tab, but many participants believed this tab was not easily noticeable. Additionally, many users experience “notification blindness” due to numerous apps competing for their attention.
Final Design
The final design directs users straight to the content they’re looking for.
Before traveling, customers should inform their banks to prevent their cards from being frozen. Typically, this involves making a phone call.
However, when the app identifies a travel-related purchase, it will prompt the user to activate travel protection for their card.
When a user taps the suggestion, the feature is described more thoroughly, and its context is provided.
Travel destinations are suggested based on the purchase description.
The user enters their dates of travel using a form field or tapping directly on the calendar.
Visa offers a feature that verifies a user's location with the location of their transaction.
Users can turn on “Mobile Location Confirmation” when prompted.
When the user completes this flow, the success screen says “Thank You” in the language of the destination.
Outcome
After implementation of the new user experience, we were able to achieve:
11%
Increase in Revenue
(FY19 over FY18)
260
Bank Partners
(500% increase over FY17)
630k
Active Users
(500% increase over FY17)
The app also has better ratings, increased engagement, and fewer drop-offs during onboarding.
