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Intelligent Digibank
Project Role : User Research, UI Design, Prototyping
CONTEXT
The DBS Intelligent team leverages technologies such as AI that, not only learns and understands the various financial habits and patterns that each customer has when they interact with the mobile or web experience but also preemptively offers them personalized solutions they can access and that they can also use to take action on.A recent product the team developed was the Insights feature that provides customers with bite-sized useful information on their spending habits and financial health that they can use to apply for their benefit.
CHALLENGE
The challenge that I was tasked with was to discover gaps and explore possible solutions that can be implemented to improve the effectiveness of the Insights feature for customers and to also holistically rethink what should be the ideal Digibank dashboard.
EXECUTION
I reimagined a better way for consumers to better manage their finances by delivering actionable insights, automated money management tools, and empowering them with financial literacy skills using the 4D model - Discover, Define, Develop, Deliver.
Feature Audit
Although I was familiar with the digibank app, I started the project by conducting a feature audit, particularly the Insights feature to get a clear grasp's of its overall architecture, hierarchy and content, which I felt was necessary to establish before considering any new implementations that may be integrated to the overall experience.
We conducted a survey where we gathered responses from 35 respondents questioning their reasons for why they are not investing, why they would save and invest their money for, and how inclined are they using micro-savings and micro-investment services.
The responses show that almost 3 in 4 are not investing with the top reasons being that they feel intimidated by the process and find it hard to start due to their lack of knowledge.
Analyzing Customer Feedback and Secondary Research
I then collected and analyze data consisting of click-through rates and customer feedback from the past 8 months to better understand the overall sentiment on the Insights feature. The top 3 pain points were the visibility of the Insights tab, lack of follow-up action, and its usefulness.
To deepen my understanding of the problem space, I collected multiple data and insights that helped to narrow down the scope of the problem(s) that is impacting people most and use it to as a way to frame my problem statement.
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Customers want to be financially confident and take control of their finances but it is challenging for them because they do not know how to start.
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Conducting a Competitor Analysis
A competitor analysis was conducted to gain a sense of DBS’s place within the landscape of financial institutions particularly banks that have a mobile of their own that offers a service similar to Insights. I compared our competitors’ strengths and weaknesses, as well as identifying where opportunities for DBS to differentiate itself with the Insights feature might exist.
Developing Provisional Personas
I created a set of provisional personas to build empathy with the customers I am designing for and as a way to communicate my research findings to other members of the team and to stakeholders.
Creating an Ideal User
After summarizing and analyzing the research with my teammates, I established a user persona of our ideal user, Emma, to help us guide the overall design which outlines her most important needs, pain points and goals that she has.
Mapping out the Consumer Journey
Then I created a Customer Journey Map to allow the team to see the experience from the perspective of the customer. As a result of mapping Emma's journey, I was able to identify her frustrations and delights, uncover opportunities to address her pain points, ease fragmentation, and, ultimately provide possible ideas that can help create a better customer experience.
Priortizing Key Features
With the ideas generated during the mapping exercise, I determined which ones could be further developed into possible features that would respond to the needs of both parties. The product roadmap that was established outlines specific details for each, based on prioritization.
Charting the Task Flow
I created a task flow before beginning the design process and modeling customer interactions from point to point. Also, it guided the visualizing process of which screens to design.
Design Explorations
Before moving into digitally creating the wireframes, I began with some hand-sketched concepts of the key features based of the task flow which helped to establish some initial UI requirements. I then developed a set of initial wireframes with the goal of quickly testing the key features before developing a cohesive brand style for each feature and translating them into their high-fidelity versions to present to key stakeholders.
1
Actionable Insights
Preemptively suggest specific advice and actions that customers can take to overcome their current situation.
2
Money Management
Customers want to be financially confident and take control of their finances but it's challenging for them because they do not know how to start.
3
The Next Step
Help customers succeed and improve their finances by recommending relevant products, deals, articles when and before they need it.
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