Improving conversion rates for deposit volumes with better usability and accessibility.

Neobank | Finance | Webapp design

Goals

• Our task as a team was to re-design the entire experience of the web application, & introduce a design system.

Objectives

• Increase user engagement on the platform
• Deposit Volumes
• Cross-sell capabilities
• Overall Experience, Tone of voice

User pain points

• Easy Login
• Re-investment journey
• Self service capability
• Long Onboarding/Sign up process
• Navigating on the application

Redesign Impact

<aside> <img src="/icons/thumbs-up_gray.svg" alt="/icons/thumbs-up_gray.svg" width="40px" /> Based on feedback from existing users, the new look and feel of the design has received a positive rating. Users have found it intuitive and much easier to use compared to the old design. They liked the new navigation which is easier for them to access anything from anywhere, and the re-investment flow encouraged them to invest more.

Our Next steps were:

1. Launch the new app experience to a larger customer base
2. Hear from customers & iterate

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Plan

We decided to break the release in different parts based on the business priority and new features.

Our Approach

Research vectors

• Benchmarking online CX from leading brands, Identified and studied CX of 20+ global brands which are leaders in their respective sectors

  

• Competitor analysis on leading savings providers - For increased understanding of what makes them attractive to customers, features and services incl. self serve capability

  

• Customer feedback from 4,000 + customers at multiple stages of their experience with ONB - Customer insights reviewed to identify themes to inform customer delight

  

Persona's

<aside> 💡 The primary persona is in the 50+ age group, because deposit volumes are higher from these persona.

The secondary personas are in the 21-40 age groups, who are technologically inclined, have a good understanding of finance, and are experienced users.

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