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Reimagining banking experience

UX Design, Product Design

Team: Aygyun Gyul, Rachel Grossman, Amanda Duda
My role: I focused on Research and Concept Design. The work you will see below is all mine.

Timeframe: 2 weeks, completed in June 2016
Tools: Axure, Sketch

Overview

Signal Financial is a regional credit union based in the Washington, D.C. metro area.  As of June 2016, their website was quite outdated.  On this project, we are reimagining their digital experience by building upon their core values and leveraging some forward-thinking banking features.

Challenge

To create a new banking approach that supports the local community and motivates people to save money.

Discovery

Competitive analysis: To understand Signal's market positioning I performed a cross-comparison against other banks and credit unions.

User research: To get some quantitative data about users' banking habits, we prepared and sent out an online survey.  We also visited some credit union branches to interview their customers in order to understand the differences between conventional banks and credit unions in terms of customer experience. 

Personas: Having gathered the user research data, we were ready to create our personas and user scenarios.  Our personas helped us come to a consistent understanding of the user group and to develop an informed site architecture.

Define

Solution: After distilling the research, we ran several design studio sessions to brainstorm ideas and features.  At the end, we were able to shortlist the following solutions:

To enhance Signal's personalized approach in customer service:

  • Conversational UI will make users' experience more interactive and participatory.
  • Customizable home page dashboard will allow users to prioritize content and avoid irrelevant information.

To serve local community:

  • Integrated budgeting tool will help users have better control over their financials.
  • Online affinity program will let Signal's members offer or access various discounts provided by fellow members.

Information architecture: Armed with the user scenario, I used Axure to do the user flow.  By joining my persona's flow with those of the 2 others created by my colleagues, I was able to create the site map.

Design

Wireframes: I did many paper sketches and moved to Sketch for creating some low-fidelity wireframes. Selected designs were formed into a low-fidelity prototype.

User testing: To evaluate our lo-fi prototype I performed moderated guerrilla testing on design functionality.  I started out with outlining the purpose of the research, set the tasks for users to accomplish and observed them perform those tasks.  Some usability and editorial findings were discovered and fed back into the design process.  I also performed a quick A/B testing to make sure we were addressing the editorial findings in the most efficient way.

Prototype

To make sure we had a uniform look for the prototype, all the wireframes' fidelity was adjusted before we joined them together and my colleague put them into a prototype. Here is a short video:

Takeways

This project provided an amazing opportunity to dive deeper into user research. I also greatly enjoyed the conceptualizing work I did for the project.  I got some practice in usability testing, which is something I would like to explore further given the multitude of types of tests that exist and the importance of choosing the right method to collect the data one needs. This was also my first experience working in a UX team and using the Agile approach, and I appreciated the transparency Agile made possible throughout the process.

Questions or comments? I would love to hear from you!