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Overview
A Tier 1 global investment bank was looking to be a market leader within business banking, however, their current customer onboarding experience was lengthy and unpleasant. The existing experience lacked visibility into what documents were required and how long the onboarding process would take.
I co-led a Design Jam focused on improving the experience of onboarding a newly acquired client to a standard mix of products, with the potential to leverage the bank’s international connectivity to expand the business to other markets.
My Role
Lead Design Jam Facilitator
Lead UX/UI Designer
My Team
3 Design Jam Facilitator
5 UX/UI Designers
3 Business Banking SMEs
1 Technologist
My Tools
Sketch
InVision
Mural
Photoshop
PowerPoint
Impact
The newly designed experience improved the onboarding experience in 10 major areas such as the simplified co-signing experience, product expansion, and connecting to customer support. My clients were thrilled with the end results and estimated that our new design could reduce the onboarding time from 2+ weeks to 1-2 days.
“[After seeing what we have accomplished with you in 8 hours,] I just keep thinking what we could accomplish if we locked ourselves in a room with you guys for 8 weeks!”
— Head of the international-commercial banking division
Process
I. Introduce the Design-thinking Approach
We first introduced the design-thinking approach to our clients with the goal to guide our participants from defining the right problem to produce solutions that are user desirable, tech feasible, and business profitable in an 8-hour design jam.
The Double Diamond framework
II. Empathize
To understand users’ needs and challenges, I began by guiding our clients to list out all the needs and challenges that they have heard from their customers. Then, I worked with my colleagues to group them by themes and captured the distilled data into a persona.
Needs and challenges captures on stickers
Drafted persona during the workshop
Problem statements generated by the participants
III. Define
We then flipped the challenge into opportunity areas for solutions, and narrowed down our focus by using “How might we” to define the problem statements.
IV. Ideate
Later, we conducted individual ideation sessions using the “crazy-eight” method. I encouraged our participants to come up with as many ideas as possible in 8 minutes to generate a wide range of potential solutions.
Sketches we did during the session
V. Refine & Prototype
We split into 3 groups, working iteratively to sketch out wireframes and create responsive prototypes across desktop and mobile. I was the lead designer for this prototype, and I was also the organizer and lead facilitator for the design jam.
Walking through user journey map to business SMEs
Leading sketching sections with business leads and designers
Outcome
Smart Onboarding Suggestions
The bank detected that an existing UK customer, Frank, is performing a lot of activity in the US and suggests he opens an account in the US.
Multiple Product Onboarding
The site allows Frank to select multiple products at once, including lending, and collect relevant information in one step. No more asking for the same information twice. Opening an account has become much more efficient.
Customized Insights
The bank downloads Frank’s data from other financial institutions and uses AI to produce a digital proposal, which provides key insights and makes relevant suggestions on products and services for his business.
Flexible Document Upload Methods
The bank provides flexible and cross-platform ways for customers to provide information including filling out forms and uploading documents and photographs. It also allows customers to continue their application on different devices whether it's desktop, tablet, or mobile. Onboarding has now become much more efficient and less painful.
Epilogue
In 8 hours, my team and clients went through a high-energy, interactive session focused on improving the onboarding experience for the identified user group. We quickly generated tangible solutions and the clients walked away with a high-fidelity prototype that allowed them to easily share the vision within their bank and drive the change.
