GALICIA BANK
Founded in 1905, 'Banco Galicia' is one of the main private banks of the Argentine financial system, leader in the provision of financial services throughout the country. As a universal bank - and through various affiliated companies and various distribution channels - it offers a wide range of financial services to more than 7.5 million customers, both individuals and companies.
By 2016 the GALICIA BANK was in the process of redesigning it's Online Banking. My assignment was to perform an adequate UX analysis that could provide reliable data to choose the most efficient and effective design.
ONLINE BANKING SECTIONS
FIRST CLICK & A/B TESTING
We performed usability tests between two dashboard options. From a universe of 1200 contacts, divided into two groups (Multicard vs Timeline), 860 participated in the experiment and 220 (115 and 105 respectively) got to completed.
THE DESIGNS WIREFRAMES
MULTICARD vs TIMELINE
Participants were given different tasks and they'll had just one click to choose the option, section or item they'll believed would helped them complete the task. For example:
Where would you click to see your Visa International Credit Card expenses?
After previously setting up the 'success' and 'fail' areas we were able to measure the design efficiency with variables that included a heat map and response time.
MULTIPLE CHOICE
In order to extract hard data, after the CLICK TEST, participants had to answered a 5 rating questionnaire from 1 (being totally disagree) to 5 (totally agree) with statements such as:
"The new design is easier and simpler than the current Online Banking."
OTHER STUDIES | TREE TEST
We perform a TREE TEST study conducted by 268 participants.
The objective was to validate the hierarchy of topics in the navigation menu and define the Information Architecture without visual distractions.
Candidate were given specific task to be completed on the next menu:
Such tasks were for example:
"Where would you go to prepay your phone line?"
And we were able to collect not only the success rate of the task but also to trace the whole map of decisions and dead end that the user explore before getting to the right section. As shown here:
"Where would you go to prepay your phone line?"
And we were able to collect not only the success rate of the task but also to trace the whole map of decisions and dead end that the user explore before getting to the right section. As shown here:
