Project
Improving Online Banking for Vulnerable Customers
Company
The Co-operative Bank
Platform
Mobile / Web Responsive
Role
UX/UI, Workshop Facilitating and Prototyping
Team
Online Banking
Date
February 2022
Online Banking Enhancement for Vulnerable Customers
Objective:
The Co-operative Bank aimed to refine its online banking system to better assist vulnerable customers. The focus was on proactivity, aiming to prevent customers from entering arrears or overdrafts and fostering informed financial choices.
Challenges and Solutions:
Customers previously only received alerts after exceeding their overdraft limits, signalling a need for early intervention. The bank introduced Proactive Alerts, giving timely warnings as users neared their limits. A new Digital Service was established, allowing easy access to financial assistance, while Visual Insights showcased spending patterns and highlighted potential financial pitfalls. Furthermore, Interactive Case Studies offered real-world scenarios, showing how peers tackled similar challenges.
The Co-operative Bank aimed to refine its online banking system to better assist vulnerable customers. The focus was on proactivity, aiming to prevent customers from entering arrears or overdrafts and fostering informed financial choices.
Challenges and Solutions:
Customers previously only received alerts after exceeding their overdraft limits, signalling a need for early intervention. The bank introduced Proactive Alerts, giving timely warnings as users neared their limits. A new Digital Service was established, allowing easy access to financial assistance, while Visual Insights showcased spending patterns and highlighted potential financial pitfalls. Furthermore, Interactive Case Studies offered real-world scenarios, showing how peers tackled similar challenges.
Outcome:
The revamped online journey equipped Co-operative Bank's customers with valuable tools and insights. This proactive approach reduced the number of overdrawn accounts, enhancing the user experience and solidifying customer trust.
The revamped online journey equipped Co-operative Bank's customers with valuable tools and insights. This proactive approach reduced the number of overdrawn accounts, enhancing the user experience and solidifying customer trust.
Vulnerable Customers - Overdrawn Balances Workshop
(Mural workshop - Participants reflected on past experiences, shedding light on the frequency of financial difficulties and the common causes, such as unexpected bills or job loss.)
The Vulnerable Customers - Overdrawn Balances Workshop was designed with a clear objective: to understand the challenges faced by customers with overdrawn balances and ideate actionable solutions. The workshop began by highlighting the current issue: customers are only alerted of their overdrawn status after crossing their limit. The goal was to proactively communicate and assist before this point. Participants reflected on past experiences, shedding light on the frequency of financial difficulties and the common causes, such as unexpected bills or job loss.
Central to the workshop was the Case Studies segment. Here, participants delved into specific instances of assisting customers, touching on aspects like the emotions involved, the communication channels used, and the solutions the bank provided. Real-world feedback from participants enriched this segment, providing diverse perspectives on tackling the problem.
The brainstorming session, aptly named Crazy Ideas, spurred participants to think outside the box, leading to innovative solutions. To conclude, the Dot Vote method allowed the group to prioritize the most promising ideas, ensuring that the workshop's outcomes were both insightful and actionable.
Seamless Interface Design
Following the workshop and the evaluation of the most-voted ideas, I revisited the alert panels I had crafted for the new Online Banking (OLB) journeys. I realised that the specific needs of vulnerable customers had not been incorporated. To address the issues highlighted in the workshop, I set out to design new alert cards. These cards aim to proactively notify vulnerable customers within the OLB journey about approaching limits on their accounts, ensuring they are well-informed and can take timely action.
Daly Core Design System Figma - alert card designs
Proactive insight
I took great satisfaction in developing features that elevated the customer experience by highlighting trends and offering deeper insights into their banking journey. By facilitating more informed decision-making for customers, I aimed to showcase the profound impact of streamlined UX on enhancing a user's journey. The next step would be to validate these improvements through user testing.
Mobile account card design with near-limit warning
Desktop and tablet account design with near-limit warning
Mobile prototype - Online banking, credit card account near limit warning.
User testing and validation
Here I am, guiding the Online Banking team, which consists of BAs, frontend, and backend developers, QAs and our Product Owner Joe through the prototype before preparing it for usability testing.
After developing the prototype for the alert panels, I was keen on getting them tested and validated. Concurrently, I was also working on the prototype for the process by which customers could increase their credit limit. Given the changes in the new OLB (Online Banking) user journey, it seemed logical to usability test both the display and functionality of the alert cards in tandem with the credit limit increase process.
Collaborative Process for Usability Testing & Refinement
Following the development of our usability test, our dedicated UX researcher and I collaborated to draft the test script. This script included a variety of scenarios and questions designed for participants to work through. We utilised UserZoom, a reliable tool, to conduct an unmoderated test. Potential participants underwent a screening process, and once they met our criteria, they began the usability test. In the subsequent days, our researcher meticulously analysed the gathered data. Based on the insights from this analysis, I made necessary adjustments to the user journeys. On occasion, we ran several test iterations to ensure the best possible user experience.
The goal of the Usability Test is to evaluate the intuitiveness, effectiveness, and user satisfaction of the new alert panels and the credit limit increase process within the updated OLB (Online Banking) user journey. The test aims to identify areas of improvement and ensure both features seamlessly integrate and meet user needs.
Refinement
The Online Banking developers, Product Owner, and I conducted final walkthroughs of the credit card online banking journeys before moving into development.
Getting some of the Developers smiling before facilitating a walkthrough on the credit card flow designs.
Reviewing credit card flows with Joe, the Product Owner for Online Banking, and refining tickets in preparation for the upcoming development stage.
Collaborative Success Story
Throughout the journey of refining the online banking processes, the bond and synergy within the team grew profoundly. It was not just about enhancing features, but a shared commitment to prioritising the needs of vulnerable customers. The tireless collaboration between the UX team, Online Banking developers, and the Product Owner played a pivotal role in ensuring the solutions were user-centric, technically viable, and in line with business requirements. The spirit of unity and collective dedication resulted in an online banking experience that resonated deeply with users. Initial feedback indicated not only increased customer satisfaction and confidence but also a sense of being truly understood and cared for by their bank.
Retail, SME UX Team
On my last day (top right), I took a moment to reflect with the exceptional UX team, comprising Designers, Content Designers, Optimisation experts, and Researchers. A harmonious team culture is paramount; it plays a pivotal role in facilitating collaboration and driving projects to completion. Our bond was unparalleled and remains an unforgettable chapter of my journey. I often reminded the team, 'When a project goes live – be it a website, app, e-commerce store, or interactive tool – that’s not the conclusion. It's merely the commencement.' This perspective kept us grounded.
What did I learn?
User Feedback's Value:
Direct insights from usability tests significantly influenced design decisions.
Direct insights from usability tests significantly influenced design decisions.
The Power of Collaboration:
Working with the UX team, developers, and Product Owner resulted in cohesive solutions.
Working with the UX team, developers, and Product Owner resulted in cohesive solutions.
Prototyping & Iterative Testing:
Refining designs before development ensured efficient use of resources and met user needs.
Refining designs before development ensured efficient use of resources and met user needs.
Empathy & Inclusivity:
Recognising the unique needs of vulnerable users highlighted the importance of inclusive design.
Recognising the unique needs of vulnerable users highlighted the importance of inclusive design.
Adapting to Change:
The project underscored the need for flexibility and adaptability in the face of feedback and changing circumstances.
The project underscored the need for flexibility and adaptability in the face of feedback and changing circumstances.
