Cathay United Bank
Account Function Redesign
Design Process
Role
I worked with two product managers, four engineers, and a user researcher. I am responsible for UX and UI design processes and outputs.
Duration
Research 4month
Design and develop 3month
Achievement
attracted approximately 100,000 active users and increased user engagement.
Background
Cathay United Bank is one of Taiwan's largest banks, offering a wide range of financial services with nine million customers and four million active users of its online banking App, aiming to make financial services fully digital.
Challenge
50% of users have 2 or more (including) accounts. Whenever a user applies for a new financial service, the system creates a new account, such as a Taiwanese dollar account, securities account, loan account, etc. Many users have expressed confusion regarding the differences between multiple accounts.
Goals
To consolidate multiple accounts while maintaining the existing system architecture, discussions with the project manager were held to explore possible approaches. The aim was to find a new hierarchical structure. A preliminary proposed solution is to transform some lower-privileged accounts into digital accounts that users can manage online. The focus was on finding practical solutions without overly complex technical requirements.
Qualitative research
Quantitative research
Working with data analysts, we cross-referenced observations from both business data (user operations team) and operational data (development team) to identify breakpoints in the current design and to validate open opinions in qualitative research.
Competitive research
I collect 30 local and foreign competitive products, including direct, indirect, and excellent industry. It is explored from three dimensions: information architecture, visual design, and nice to have.
Insight
Clear, Security
Based on a comprehensive analysis of 2000 surveys and user feedback from the iOS/Android app, two consistent demands were identified. Users expressed a desire for clear visibility of their account assets and easy access to account information. Additionally, they emphasized the importance of feeling secure while using the app.
Prototype
Design goal
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Integrate multiple accounts into one for easy management on the app.
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Clear display of details for both Taiwanese dollars and foreign currencies, with improved search functionality.
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Streamline the transfer process and enhance the functionality for scheduling transfers
User testing
Mockup
Achievement
After the launch, there were approximately 100,000 users who actively utilized the new digital accounts for transactions and frequently revisited the platform. As a result, this reduced the workload of the offline branch employees.
Take away
These were my two initial experiences:
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Full product design process: I had the opportunity to experience the complete product design process, from user research (UR) to user experience (UX) and user interface (UI) design. I was able to work independently for the most part, with a focus on user research.
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Transition in roles: I transitioned from a UX research team to a UX/UI development team. This shift allowed me to gain insights into the differences between user experience and customer experience, as well as the importance of understanding both aspects.
Cross-team communication relies on the principle of "putting oneself in others' shoes."
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If I were the PM, what design process would be most efficient?
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If I were an RD, what features/components would be a piece of cake to develop?
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If I were a data analyst, what metrics would be worth tracking?
If I could do it all over again, here are a couple of things I could do:
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Be more proactive in tracking data, including offline metrics, and strive to move towards a more data-driven approach.
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Incorporate more creative branding elements visually, such as animations, despite the time-consuming coordination required for major brand redesigns.