Bangkok Bank / Mobile Banking App Redesign

Please note: The case study showcases my contributions as a third-party consultant, and Bangkok bank owns full rights to the work.

Mobile app imrovement in IOS and Android.

Overview

Bangkok bank is Thailand's largest commercial bank. Since the launch of its mobile app, they faced stiff competition from other banks and fintechs in digital space. Thailand's central bank has also introduced national initiatives which have dramatically increased volumes of electronic transactions that the app failed to competete.

Role & duration

Lead UX designer, Research, Information Architecture, Interaction, Visual design & testing

Team of 3 UX designers and 3 Visual designers, 2 Business Analysts, 1 Copywriter and 10+developers

Feb 2019 - Jan 2020

The challenge

The initial mobile app was created in 2014 with less to no user experience consideration.

Our goal was to create a brand new experience that puts the customer first and simplifies the banking process at lightening-quick speed.

Process & plan

Using design thinking process, the goal was to understand the current state, prioritize critical issues and build solutions in iterations using agile practices.

Understand the problem

Data findings

There was 3.5M active users out of 6.5M app downloads. Bangkok bank had 17M total customer accounts.

Around 50% of customers who downloaded the app weren't using it actively.

Customer needs

The provisional customer research showed two types of target audience:

Customer group (50+): Needs an easy-to-understand app experience. Security is the most important concern.

Customer group (Under 50): Needs newer banking features with quality performance. Real time information and updates is the most important concern.

The app must adopt newer banking features but the overall experience must be catered for all ages.

Market research

Comparing the current app with other similar apps in the market, we created set of existing and net new features the app potentially could adopt in future.

Roadmap & scope

UX Roadmap

Prioritizing the list of features based on the efforts, business goals and user needs, we got our first MVP feature list.

We focused on Activation as the first epic to solve.

Authentication chosen unanimously the first epic feature to start

Process

To successfully activate, customers had to authenticate using a product they own with the bank, verify their identity and set up the account before starting to transact.

Existing flow

Authentication & verification

Setup & Use

Issue

Majority of customers used credit card to authenticate and the highest number of call center with bank enquiries came in for blocked sessions with credit card use.

Developing ideas

Enhanced flow

Brainstorming ideas for start screen

Authentication & Verification

Enhancements included:

Setup + Use

Enhancements included:

Logical flows

Detailed flows to ensure engineers and product teams have a sign-off on handover.

Adapting the new brand design system

Designed final screens and conducted quality checks to ensure the designs implementated are of high quality..

& many other features

Continued designing home landing, manage accounts, make a transfer, investments etc in next sprints.

Prototype & internal tests

Clickable Invision prototypes were delivered to the clients after each sprint to test the flows. The feedback received was quickly applied to the designs before it was handed off for implementation.

Results & takeaways

Result

The app's first phase got launched in June 2020 with more than 100 features in basic banking to mutual funds. By August 2020, the adoption rate reached 90% with 10 Million downloads.

The app is available on IOS and Android stores: Appstore | Playstore

Takeaways

Clear goals on the product roadmap can benefit the project to prevent scope creep. Usability testings can help uncover unnoticed nuances. Close collaboration with stakeholders early in the process can help make decisions faster.

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