How to facilitate and improve meeting between B2B clients and bankers ?

Case study

Alexandre Vilto
Feb 10 · 8 min read

I completed a mission for a french bank. I worked on an application named Digital Briefcase to help B2B bankers in their daily. What follows is a case study detailing my process and output…

Overview

Digital Briefcase is an application multi-device that helping banking business managers to get easy access to banking knowledge of clients and their activities, anytime, anywhere to offer banking services and products to join their needs

The Challenge

The huge amount of paper printed by banking business manager to prepare his meetings was the identified initial problem. We wanted focus to solve it but others problems was revealed with user research

Customer’s banking data EVERYWHERE !!! But where already?

Others Problems that we identified after revolves around the discomfort and the current inability of the banking business manager to carry out his commercial meeting. Here is a list:

  • Difficult access to a multitude of banking data sources in SI
  • Impossibility of having access to mobility outside the banking office
  • Imprecise, unclear data that deserves to be verified
  • No sharing agenda between stakeholders around the advice and the subscription of banking products
  • No history and report of previous commercial interviews

As the project progressed, our main focus was on access and reliability of bank data… but you will see later :)

A lean team so efficient team.

The core product team was composed of an Ux/Ui designer (me) and a product owner. The second layer product team was composed a lead Ux and lead product owner.

Side of development teams, they was a scrum master, business analyst, 2 lead developers (front and back) and three full-stack developers

By the way I want to greet and sincerely thank people who worked with me on this project, they gave me a lot and hope I did the same in return.

Objectives & Design process

1. Use of a human-centred design process to evaluate assumptions and possible solutions and explore existing within the two banks

2. Define and study the target users to unearth pain points encountered.

3. Explore possible solutions for the identified pain points

4. Animate a creative design week to compare the restitution of our research and our first hypotheses to create a storymap with the business and technical stakeholders

5. Validate these ideas through prototypes and user testing

6. Implement the design solution that best meets users’ needs and the goals of the business

7. To be creative and co-build while having fun

Discovery & Exploration

Analysis of the existing

This period was a long series of meetings and discussions to understand the environment of the B2B bank and the problem of the commercial quality of the banker in interviews.

Little tips : When i was coming in this bank, i knew nothing about bank environment and it organization.

Here 3 project boards to capture and keep importants informations…

To be directly efficiency and synthetize a huge informations quantity, we decide with my lead UX, to make a project wall grouping most important informations :
• Name of project
• Name and info about stakeholders of project
• Hypothetic value proposition
• Crucial existing informations

After this place was transformed ritualing and collaborating place where product owner and ux designers exchanged and cocreated.

More than a dozen printed paper…
Bankers print the balance sheet and other documents summarizing the accounting situation of customers. Documents that are not used in their entirety and put in the trash after client meeting. 🌲🙌🏻🌳

Interviews & Personae

After several trips to provinces banks where i conducted several interviews and using my survey and online research I combined my findings to iterate my persona. These persona was used to guide my design decisions and priorities.

Here different user targets identified

Key quotes :

These quotes, along with others revealed design principles that would help me get to a successful concept.

Define

Once I had developed a deeper understanding of my users and their uses ands needs, I categorized issues by similarity through and patterns started to emerge. This helped me to get interesting information about my target users.

Thanks to creation of this Experience Map, i had a good macro view on the uses.

Pain Points & Opportunities

Here is a list of principals pain paints :

😡 Customer banking data : Bankers don’t have clear visibility of data in core banking. They are hard to find because there are many sources of information and sometimes inaccurate data

😡 Usage on the move : The are no solution to access the date in mobility forcing bankers to print a large quantity of documents

😡 Meetings records : Archiving documents, customer history. These features in core banking are used very little because not adapted to the needs. Bankers create a personal record of their previous customer meeting.

😡 Commercial force : Bankers’ inability and frustration of having their clients purchase their banking products or services at the time of the appointment. They can not also stall appointments with banking experts if they detect an opportunity

With this mapping of pain paints we could formulate several opportunities :
😏 Centralize knowledge customer in the same place available in mobility
😏 Make available a catalog of banking offers
😏 Make available a note-taking for historicization
😏 Capacity to consult availability of banking experts to book appointments
😏 Set up validation workflows if potential subscription

Design

After this Ux research phase, i have consolidated a MVP vision document. A restitution of this phase and starter of ours first hypothesis of solutions.

MVP vision

How might we facilitate the preparation and improve the efficiency of the conduct of customer interviews of bankers on the move?

This MVP Vision was a good formulation, reminder and restitution document

I came up with several potential solutions to each of the pain points and made some rough sketches.

Creative Design Week

We needed to verify and challenge our firsts works and hypothesis about the project. So we organized a design sprint during four days with a Transversal team including

  • B2B account managers (focused users)
  • Regional bank managers
  • Technical experts (core banking architect, Front & Back lead developer)
  • Compliance, legal and marketing stakeholders

By comparing the various business and user points of views, we are able to answer all the questions and make the best possible decisions for the future solution.

Our objectives at the end of this sprint

  • Guarantee technical feasibility (can the solution be built and delevered ?)
  • Confirm if the solution is desirable for focused users
  • Confirm if business objectives defined in framing are respected

Wall of activities

Serie of exercices during Creative Design Week
  • Restitution of research results
  • Presentation of the Wahou challenge and intuition board exercice
  • Presentation of the MVP challenge and intuition board exercice
  • Dot voting for both intuition exercices
  • Presentation of the Value proposition, objectives and benefits of the MVP
  • OpenMind session with the reception of two startups
  • MVP Storymapping Design
  • Presentation and reflection around the first mvp interface hypothesis
  • Crazy 8
  • Individual Big Idea
  • Group Big Idea
  • Project Big Idea : Uxflow

This workshop was a good moment to co-create et decide between users, deciders and operational team. Afterward some users became a ambassador of product : Digital Briefcase, a really good point during implementation of it and the conduct of change.

Takeaway

  • More cohesive participants (technical & Business) involved in the project
  • MVP Backlog with a list of features or tasks that are considered necessary ans sufficient for the satisfactory completion of the projet
  • A product aligned with needs and uses of users and aligned with goals business
  • A first consolidated prototype with already two iterations

Visual Design & Prototype

After many sketches, i turned my interface ideas into hight fidelity screens using Sketch with an existing Design System…

It was necessary to create new graphic components for Digital Briefcase app like banking data visualization. This was the most important graphic design and front development work.

I carry a great importance in details and the collaboration with developers during handoff of design and styleguide with accurate specs and assets.

We used Zeplin app with developers, it facilitated workflow.

User test & Sprints

With a consolidated prototype, we conducted seven user tests. the prototype was very well received finding very simple ergonomics but effective for a daily working application.

The consultation of bank data quickly searchable and readable in preparation and during a customer’s meeting is a must have feature for bankers. We quickly realized that feature of note-taking and bank product wish-list during a customer meeting isn’t adopted by bankers. So we decided to kick this features from MVP.

After the creative design week and some workshops and technical meetings, here are list of features that have been selected during 6 development sprints of 2 weeks.

Here our workflow
  • Searching clients in the bank’s information system
  • Access to basics customer formations (company name, Company legal number,…)
  • Access and consultation of customer banking data in the form of a good data visualization

Well and for the end

Based on long user research, we succeeded to release a product who fit into day-to-day life of bankers by providing them with all information they need for their B2B commercial approach.

This project game me an understanding that how difficult it to introduce apparently basic changes into product of big company.

Working closely with others designers was an invaluable team experience. I have enhanced myself in understanding the broad spectrum of design, thinking about the limitations and asking right questions to move forward in the right direction.

Design Team !

I hope this sharing of experience through this reading has pleased you. Feel free to comment to exchange or share. See you and may the design force be with you !!!

Alexandre Vilto

Written by

French Designer who try be a maker of useful, curiosity and beautiful experience…

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