Corporate Banking App
Bank of China (Hong Kong)Overview
Timeline
7 Months
(Mar 2023 - Sep 2023)
Team
- UX Head
- Business Product Managers
- IT Product Managers
- IT Department
- Customer Service Team
- Marketing Team
- Data Analysis Team
- Research Agency
Contribution
- Gather Feedbacks & Data
- User Interview
- Recommendation Report
- Customer Journey Mapping
- High-fi Prototyping
- Concept Test Planning
After 4 years of operation, the iGTB platform, serving 130,000 customers, received negative feedback on usability. A major revamp was needed to regain customer trust.
As the lead researcher, I gathered data and conducted pain-point analysis , discovering opportunities to tailor the mobile app for small corporations. I collaborated with business and development teams to co-create customer journeys so to estimate costs. This helped management finalize the shortlisted features.
The solutions underwent user testing before being handed off to fellow product designers, and the revamped app launched in mid-2024.
Final OutcomeBusiness Problem
Low ratings with negative feedbacks from varioius channels.
Customer service overwhelmed by users failing simple tasks.
- Fix the most valuable customer journeys
- Introduce features to benchmark against competitors
Data Gathering
Coordinating Cross-Departmental Data Collection
Reviewed key user flows and analyzed competitor structures, such as payment, to understand usability issues, like why users fail to find entry points.
Identifying Navigation Issues
One major issue identified was navigation. Unlike competitors, who separate payment options into “send to myself” and “send to others,” our platform displays all payment methods at once, overwhelming users and making it difficult to choose.
Diverse Data Sources
Leveraging opportunities from related projects to interview hard-to-reach customers, along with existing data, data science expertise, and prior research, we gained a comprehensive understanding of the pain points across different customer segments.
Overcoming Data Collection Challenges
Data was scattered across teams, and we initially didn’t know some of it existed. The key to gathering it was our approach: providing value instead of just asking for help.
We built long-term rapport by exchanging information, offering UX support, and even just saying hi when we met.
Pain-points Analysis
Translating Data into Business Decisions
Building on the data gathered from various departments, we identified the most critical pain points affecting customer satisfaction and operational efficiency.
This demonstrated the benefits of the revamp to each segment, convincing departments to invest in solutions aligned with their goals.
Prioritizing Common Pain Points
By focusing on issues that impact the most customers, we offer a roadmap for resource allocation that maximizes improvements across all segments.
Optimize App for Small-Corps
Distictive Segment Needs
Based on the pain points identified, we saw an opportunity to enhance the mobile app for small-corp users. While large corporations rely on the desktop platform, small-corp decision-makers, who often use the mobile app, faced more usability challenges.
Simplifying the Mobile Experience
Simplifying the mobile app by removing unnecessary steps and improving navigation directly supported the company’s goals of increasing app downloads and mobile token usage.
Growth in app downloads and active monthly users
Increase in mobile token activation
Improvements in small-corp customer satisfaction scores
Solutions & Costs
Assessing Feasibility and Costs
With several valuable features identified, it was crucial to determine if the potential value justified the investment. By assessing costs and feasibility upfront, we ensured that only the most impactful features were prioritized for development.
Collaborative Solution Development
To achieve this, we held regular meetings with business and IT teams. In these sessions, we reviewed customer journeys, with developers providing feasibility insights and suggesting implementation improvements. Business stakeholders made final decisions based on these discussions, aligning technical capabilities with business goals.
Shortlisted Features
These features were prioritized because they solve the most critical pain points, affecting all customer segments, reducing frustration, lowering operational costs, or achieving key business goals. The value they provide also justifies the cost.
Mobile Dashboard
The signature revamp feature, optimizing navigation, offering monthly statement downloads, and showcasing a fresh design.
Reset Password
Streamlines the reset process, reducing the need for in-person visits and lowering internal operational costs.
Link Companies
Encourages owners of multiple companies to use the bank for all their businesses with a simple single login.
Payment & Approval
Simplifies the entire payment flow, including batch approvals for big-corps and improving the telegraphic transfer (TT) process.
User Testing
Focus Groups with small-corps
To ensure the shortlisted features would meet customer needs and drive value, we conducted focus groups with 9 small-corp clients. Despite a limited budget, this approach provided broad feedback and deeper insights into how users perceived key features like the mobile dashboard and streamlined payment process.
Collaborating with Research Agency
We also partnered with a banking-focused research agency to further validate the features. I developed an interactive prototype and detailed test flow with targeted questions, ensuring we gathered meaningful feedback to refine and optimize the solutions.
Final Outcome
The first phase launched successfully in mid-2024. This update streamlined processes, significantly improving user convenience and driving higher adoption of the mobile app among small-corp corporate customers.
Official Product Page
Impact
22% increase in app downloads
Improved app downloads by 22% after redesigning dashboard navigation and introducing mobile-only features like password reset, enhancing user engagement on mobile.
Save two full-time positions
Introduced online password reset, reducing the need for staff to handle offline applications, saving the equivalent of two full-time positions and lowering operational costs.
App Widely Appreciated by Users
Received excellent customer feedback for usability improvements. A small-corp customer shared, “This version improved so much, I can now easily find balance and payment details.”
What I learned
Mutual Help
Build long-term relationships by providing mutual value, like collaborating with the business team to map customer journeys and learn how the product works.
Focus on data that matters
Avoid inefficiently sifting through all data. Focus on relevant information that aligns with project goals.
Seek IT expertise
Collaborating with IT prevents wasting time on solutions that may not work within system limits, ensuring feasible design outcomes.