Project overview
A 6-week rapid connected design & dev sprint to understand the needs of Swedbank customers and reimagine the existing customer journeys by integrating the existing app with open banking services & drive opportunities to upsell Swedbank products and services
Role. Design thinking Strategist & Product Designer
Industry Banking & Financial Services
Duration 12 Weeks
Challenges
Aim to create a leaner, more efficient business through more open banking, API and modular-driven solutions, reducing cumbersome legacy solutions and evolving as a business to truly embrace the digital age.
Disconnected - Current application does not serve all services of Swedbank in an intuitive manner. Its complicated to use has hidden menus and complex process flows and disconnected data
Engagement User satisfaction is low, systems are disconnected from each other, and tasks are time-consuming.
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Out-dated The experience is old & cumbersome, limited by the current platform environment. Poor user experience with minimal consideration for user roles, their tasks and the operational challenges they face daily
Objectives and solutions
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Re-imagined information Architecture to personalize experience based upon daily tasks and product purchasing
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Used open banking to allow visualization of data form accounts in summarized PFM view​
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Opportunities to upsell Swedbank products and services by utilizing open banking APIs. For this assignment, we designed and developed the buying process for home insurance on the mobile application (iOS)
User Research
We conducted rapid design thinking workshop with Swedbank stakeholders and Financial SMEs to explore the pain points of the customers and feature mapping of the bank. We further ideated innovative solutions, future states and connected experience for the end customers
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Due to the short time window we worked with Swedbank stakeholder to help accelerate the research process and use them as a sounding board for journey and design validations.
Design Principles
We begin the design thinking phase by grounding the entire team on common principles. This ensured that as team we are all aligned and on the same wavelength. If any ideas, thoughts, concepts do not fit each and every principle then it most likely would be dismissed and as a team we could progress on with alternative developments.
Transparent
Compliance and financial wellbeing lies at the very heart of the service ensuring we meet all regulatory needs but also the needs of the customer. Identifying where they are on their individual paths of financial education and enlightenment.
Coherent
Ensuring a clear and concise use of language that fits the brand tone of voice. There will be a heavy focus on labelling, sign-posting, and overall copy writing to ensure it amplifies the intuitive experience we are aiming for.
Modular
Fully responsive omni-channel experience where a customer can interact with the Swedbank services seamlessly. Using gleaned data responsibly allowing passive movement between channel touchpoints.
Scalable
Built for growth, not just from a technological standpoint but from the customer aspect where users grow and evolve.
Understanding the user segments
Through common ethnographic study techniques we were able to use four key sociocultural pillars to build our 5 personas around where we were able to define a backstory and motivations for each
Demographic
Using customer personal characteristics like age, gender, status, and level of education to identify the common groups, but to also understand where the business needs to target to determine growth.
Geographic
Cultural and regional nuances embrace the ever changing customer landscape within any particular locale and make considerations for potential shift in the market that needs applicable dialogue and communication
Behavioral
A perception based characteristic on how the audience perceives the business and the brand – the brand being the experience. This experience could be physical as well as digital, and will help understand the omni-channel touchpoint a user engages with your brand
Psychographic
Facilitates the opinions, interests, and beliefs of the user to understand what are some of the key factors that may drive them when interacting with your brand.
Feature Matrix for users
Based on our persona definition and future state score we have identified two core user groups
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Hugo – To design and develop the application process for home insurance on the mobile service (iOS) for the existing home owners (owning multiple properties)
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Oskar - Find insurance for a potential rental property that Oskar may perhaps move into, but to ensure if fits his budgetary requirements.
Users journey
Developing the experience architecture through low-fidelity paper based wireframes for rapid ideation and validation with the stakeholders & SMEs at this phase, we created quick paper based low fidelity wireframes to define the user journey and navigation flow which we tested & validated with stakeholders and SMEs alike in the design stage of the process.
Stitching the experience via low fidelity paper based wireframes
We created the end-to-end journey as an interactive iOS prototype. The prototype was used to validate the designs with Swedbank stakeholders and SMEs
Home Screen -
Intuitive & contextual navigation Common tasks remain on the initial screen like payments and transfers
Manage multiple accounts and cards Open banking network is utilized to ensure we are showing data from multiple accounts
Live view of your account health User can swipe through multiple accounts that they have added to their Swedbank app.
Overview of your spending patterns Quick filter allows the user to quickly pan through different views to find the data they require
Quick Payments Top level tab bar allows easy movement between the main retail sections and offers strong upsell.
Upsell bank offerings Show other services provided by bank for long standing customers
Property details features
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Modular framework navigation :The title, back button, and imagery collapse into a sticky header on scroll.
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Scrollable content area The content area swipes over the imagery above to allow for pages that are long.
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Quick quote button The quick quote number updates as the user inputs data but it can also be clicked to take the user through to a budget vs plan screen.
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Progress ‘call to action’ A singular main call to action allowing the user to progress through the main steps.
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Potential card pattern The 4-5 steps within the insurance journey can all use the same visual pattern to ensure consistency.
Add Extras Features - Allowing users to insure additional home items
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Package customization - Users can add items to their insurance to ensure the extra coverage
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Inventory and logging These items can be logged and captured with the integrated capturing service.
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Item detail - Any additional items can have a dedicated detail view describing the item in more depth.
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In-built camera We can use the camera functionality to allow users to capture the extra items requiring extended coverage.
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Gallery view Users can view individual items within the app to see the items they have captured on their insurance application.
Quick Quote Features -
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Quick quote modal This view allows users to select plans based on their budgetary needs
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Gestural budget changer Updating your budget by touch allows you to view the packages update and come into view depending on amount chosen.
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Contextual packages Packages will rotate through as the user selects the budget they wish to spend monthly on insurance.
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Package highlights Each package informs the coverage entailed.
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Additional extras If there is surplus budget then the user may be entitled to add extras to slightly tailor their coverage.
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Bringing the experience to life through
a high-fidelity prototype
Hugo is a Swedbank customer and manages his banking through the app. He currently has Home Insurance with another provider. Opportunities to upsell Swedbank products and services to Hugo is available by utilizing open banking APIs to determine his current home insurance product which is about to expire.
• Re-imagined information Architecture
• A more intuitive navigation and usability whilst moving through the app
• Assisted help, product education, upselling
• More personalized experience based upon daily tasks and product purchasing
• Used open banking PSD2 to allow for visualization of data form accounts in this summarized PFM view
Oskar is a Swedbank customer and manages his banking through the app. Oskar is looking for insurance to protect his rental property as per rental agreement
• Plan insurance by your budget
• Get a quick on the spot quote with minimal information and manual inputs
• Autosave allows Oskar to come back later to complete the application
• Instantly see what is covered and what is not covered
• Configure coverage for any extra additional items of the content
