Three ways to come in your bank
My Role: UX Designer| Duration: 2 Weeks |
Year: 2013
Context and problem to be solved
Customers at Banca MPS have different possibilities to access their internet banking.
At the time of this case study it was possible to generate a one time password trough a token password generator or receive it via email or SMS.
These variety of methods of access were useful once the mobile banking solutions arrived: access to the bank account on the move required alternatives and flexibility. At the same time as the new ways to login were introduced a navigation redesign was required.
The team was composed of:
- a product manager ;
- a project manager;
- two developers;
- myself for the user experience.
Analysis of possible solutions
One of the lessons we had learned as a team from the early versions of the iPhone app, as first negative reviews arrived, was to avoid frustration among Customers. Smartphones were in Customers hands and a lot of buzz was around mobile banking. Any disservice it translated immediately into negative reviews. In this sense login pages is the worst case where you may want work. A simple distraction or user misunderstanding may translate in an impossibility to access and so in frustration.
Previous experiences had never given me this immediate filterless feedback from Customers. In case of a negative review you may even feel how much a Customer is angry. That was an a-ha moment:
Reviews over the apps were like the wake up call of the Iron Sergeant Hartman in Full Metal Jacket for who has been worked on digital development. Better or worse we all came down from the beds and taste a new reality.
For sure from reviews we received useful indications to improve interfaces; however, I like to emphasize its symbolic value, reminding us that, at the end of our work, there are Customers. It was an important step up to focus my attention on empathy as a value to cultivate.
Solution
The experience I designed aimed to eliminate any element of confusion or distraction.
It was like a path: depending on the channel (email, sms or token) where Customer choose to receive OTP password, he had one or two choices to make. To be sure that there were no doubts about how to proceed we simplified the choice adopting an element that Customers knew. Specifically we used in interfaces token provided rather than icons used for the Messages and Mail apps on the iPhone.
It was very simple to design a solution with a tool like Balsamiq Mockup, that I introduced on this occasion in the company. This was an effective way to avoid misunderstandings with developers. So an error still common was avoided, like interface elements hidden by the keyboard.
Results
No misunderstandings with developers. Communication with them was perfect
Customer support did not report peaks of phone calls. In contrast we received several positive reviews: interfaces have had an excellent response from Customers.
Lessons for the future
Don’t disappoint Customers. When expectations are high, disappoint the Client with a miserable experience may have frustration as result. Since I like to summarize in mathematical terms, it could become:
EX x NC x NE = FR
where:
- EX is the expectation. May be related to the context, in our case early adopters had high expectations for new possibilities (mobile banking) with new tools (smartphone). Or induced, for example through an advertising campaign.
- NC is the necessary condition an element that is absolutely necessary for the user to achieve his goal. For example, login to check the account or make an online transfer.
- NE is a negative experience, something did not work in the relationship with the customer.
- FR is frustration, a feeling that never lays down. Sooner or later, online or offline, it will turn into a massive blow in your face. Every factor multiplies with others: from a snowball you risk getting an avalanche.
