My role: UX designer
My main responsibilities were conducting interviews, developing paper and digital wireframes, low and high-fidelity prototypes, conducting usability studies, accounting for accessibility, and iterating on designs.
The software for its operation and the development of the application for use in cell phones was entirely developed in Argentina by local engineers.
Problem
The bank wanted to distinguish themselves with a cool new banking app targeting millennial customers and include an awards program for this segment.
Solution
LET CUSTOMERS DEFINE THEIR EXPERIENCE - the more users use the app, the more they get point rewards
Process
we began our research by conducting an initial survey with a sample size of 50 participants to understand the market’s sentiments towards bank apps.
Three distinct consumer personas emerged within our research findings. The personas are differentiated by their attitudes toward competitive pricing and low cost, and the level of their interesting high-quality, responsive service. Two important additional drivers of loyalty are trust (as measured by the bank’s ability to protect personal data) and interest in an innovative digital model, reflected by the consumer’s willingness to consider an online providers for financial services.
NOMADS -- A highly digitally active group, ready for a new model of delivery
HUNTERS -- Searching for the best deal on price
QUALITY SEEKERS -- Looking for high quality, responsive service and data protection
With this initiative, the bank is positioned as the first subsidiary of the HSBC Group to launch this new product aimed at one of the segments with the greatest business potential. These are young people between 25 and 35 years old, technological natives, active and ambitious, who are starting to carve out their own path, are looking for an immediate profit and do not want to go to a branch.
After creating a user journey based on those 3 user personas we created wireframes.
THIS WAS THE ADVERTISMENT FOR APP
