Background

During 2021-2022, the banking faced unprecedented challenges due to the COVID-19 pandemic. As lockdowns and social distancing measures significantly impacted the efficiency of physical branches, there was an urgent need to adapt to the accelerating pace of digitalization.

This project aimed to redesign the online bank account opening process to enhance customer satisfaction and accessibility. This was achieved by integrating online and offline experiences throughout the account opening journey.

Roal

As a UX/UI Designer in CI design team, my responsibilities encompassed collaborating closely with cross-functional teams to gather insights, conceptualize design solutions, and execute the creation of wireframes and prototypes tailored for optimal usabiliy.

Goal

The goal was to integrate online and offline experiences, facilitating a seamless transition from digital interactions to in-person appointments. Additionally, there was an effort to streamline the process for customers, enabling them to open multiple accounts—from stocks and savings to credit cards—via a unified and user-friendly interface.

Brainstorming

During the brainstorming phase, we thoroughly analyzed existing processes and collaborated with stakeholders from various departments, including UX Reaserch team, managers from the digital development team, stock department, credit card department, legal department, and others, to gather requirements and insights.

User Journey Map

Based on the research and Analysis,we identified the key touchpoints in the user journey, from initial awareness to account activation. This involved understanding the various stages users go through, including awareness, research, initiation, account opening, document submission, verification, appointment scheduling, in-person appointments, account activation, and feedback/support.For each touchpoint, we mapped out the actions users take and the emotions they may experience.

User Flow and Wireframe

We crafted a wireframe to offer a concise visual depiction of the new process, enabling stakeholders to review and offer feedback on the proposed design. This user-flow and wireframe underwent multiple iterations through feedback and testing to ensure it not only seamlessly integrates online and offline experiences, with smooth transitions between digital interactions and in-person appointments but also align with business goal and legal procedures.

UX/UI Design Solution

To emulate the personal and conversational experience customers typically encounter in a physical branch setting, we strived to recreate the warmth, engagement, and personalized attention that customers receive when interacting with bank representatives face-to-face. To achieve this, we focused on:

• Conversational Tone: We adopted a friendly and conversational tone throughout the online account opening process, using language that felt familiar and approachable to users.
• Human Touchpoints: We integrated human touchpoints, such as personalized messages or greetings, to create a sense of connection and engagement. These interactions guided users seamlessly through each step of the process.

We tailored the experience to each user's needs and preferences, offering personalized recommendations, guidance, and support based on their input and behavior.

• Personalization: We offer personalized recommendations and allowing users to select multiple items they wish to apply for using checkboxes. The subsequent application process and corresponding forms would vary depending on the items selected using the checkboxes.
• Vivid Illustrations: These illustrations not only added personality and warmth to the design but also helped communicate complex ideas and concepts in a simple and approachable manner.

Mockup

Outcome

Following the proposal's acceptance by the product team, the new account opening process was officially launched to the public in August 2022. The successful launch marked a significant milestone in the project's journey towards improving customer experience and driving digital transformation within the bank.The implementation of the revamped online bank account opening process yielded several key outcomes:

• Improved Efficiency: The new account opening process resulted in a significant reduction in the time and effort required for customers to open new accounts. This improvement streamlined the process, making it faster and more efficient for users.
• Enhanced Customer Satisfaction: With the streamlined process, customers experienced greater satisfaction as they found it easier and more convenient to open new accounts. This increase in satisfaction was reflected in positive feedback from users.
• Increased Engagement: The improved online account opening process led to a corresponding increase in customer engagement with the bank's digital services. Customers were more inclined to explore and utilize the bank's digital offerings, leading to higher levels of engagement overall.
• Positive Brand Perception: The successful implementation of the project enhanced the bank's reputation as a customer-centric institution. Users perceived the bank positively for its commitment to improving the customer experience and offering innovative digital solutions.