Challenge
Redesign of a completely new digital product for "Bankia Corporate"
In searching for new perspectives for creating solid design principles, the research phase was essential to ground ideas and set a clear direction that allowed us to pivot with the initial hypotheses.
Organization
Bankia Corporate Banking
Madrid, Spain
Role
Product Designer
The world of online banking is in a constant change of interaction with its users, in addition to the new players that have appeared recently the famous Fintechs that are taking a leading role in the B2B relationship with the banking sector.
Context
After 10 years without upgrading or integrating new functionalities, the time has come to attend to a type of essential customer that reports great economic growth year after year. The corporate.
The newly redesigned Business App helps users easily access crucial information.
Roadmap
As a product designer in a cross-functional product team, I have...
· Heuristic Analysis
· Research of global UX trends
· Research of Good Practice in the sector
· Bankia customer interviews
· Research Archetypes/ Roles
· Refined and optimized user's workflows
· Created and delivered design artifacts
Moving towards a holistic User Experience
Initially, the product team prioritised user task-oriented requirements. Our goal was to improve the product vision by emphasising a holistic and comfortable user experience throughout the application.
The research stage has played an important role in delivering an enjoyable user experience to the application. We have improved efficiency, trust and user engagement.
Research
Bankia customer Interviews
In order to be able to pose what problem we are facing, interviews were conducted with current hard users of the tool and to shed some light.
First selection criteria:
Users belonging to different categories were selected
- Large Companies
- Corporates group of companies
- Companies
- Medium-sized companies
- SMEs
- Micro SMEs
*With a sample of 10 users per category
Stakeholder interviews were also conducted
- Commercial managers
- Experts in the current digital product
- Current team of developers
_
Users
Key users require quick and easy access to information; not everyone has the same needs.
Andrea
SME owner
Less work and lower costs
Bernardo
Chief Financial Officer
I need the company to be as efficient as possible.
Leticia
Accountant
I need to improve my quality of working life and I need Bankia Empresas to make it easier for me.
User needs
For the three types of users identified, the main needs were determined based on their interaction with the application.
CEO, Business Owners and Micro SMEs
With all the powers
Financial Director / Chief Accountant
With classified powers
Accountant
Without powers
"Companies are made up of employees, who are ordinary people like you and me"
Accountant interviewed
Learning the ins and outs
We have started the initial learning process by defining problem spaces and opportunities.
Interviews and observation of users: Understanding the process and attitudes down to the smallest detail.
Data collection: Quantitative measures to better define problems.
Problem Space: Users under system contraints
On the legacy platform, users were forced to adapt to the outdated user experience of the system, rather than the system supporting and assisting users.
The rigid interactions of the system limited the capabilities of the users.
- Bullet 1
- Bullet 2
- Bullet 3
The point-loading approach limited the autonomous actions of users.
- - Returning details of only one element at a time prevented a holistic comparative view.
- - Users were prone to errors and unnecessary repetition.
Problem space
Being “Used to it” 8+ years of inefficiency.
While following up with users to understand their workflow, we detected multiple instances of inefficiencies due to the complex process of accessing critical information. However, as the organization had been using the legacy platform for more than 8 years, users and stakeholders did not question this experience and considered it a "natural process".
Illustration absurd.design
Opportunity space
Users remembered...
The solution focused on fully utilizing information users can familiarize themselves better....
Illustration absurd.design
Challenge
User Problems
- Problem A
Definition problem A - Problem B
- Definition problem B
- Problem C
- Definition problem C
Solution
Empowering users by bringing their agency and autonomy into their workflow.
By bringing...
Personalization
Focused on conversion and the contribution of differential value
Process simplification
Reduce operational steps
Proactivity
Reduce the friction from repetitive tasks
Traceability
Monitoring and greater control over ongoing tasks
Communication
Enhancing advisory and support capacities
Illustration absurd.design
Information architecture
"Architecture is based on a mental model that takes as a reference to the actions that the user can perform and not on transferring the catalogue of services that are offered".
Based on this context, a mental model was proposed based on 4 actions that the user can perform.
Strategic navigation elements
One of the main objectives is to offer a tool that focuses on operations (One Task), providing and facilitating the user with navigation elements and tools in a timely manner.
Mainly and in a generic way, these elements are canvases and auxiliary panels that offer and collect information that the user requires during a consultation or operation.
Concept navigation
Wireframes
One of the main objectives is to offer a tool that focuses on operations (One Task), providing and facilitating the user with navigation elements and tools in a timely manner.
Mainly and in a generic way, these elements are canvases and auxiliary panels that offer and collect information that the user requires during a consultation or operation.
Concept navigation
Low-fi
Starting to turn the ideas around and understand the nature of these with real data led us to give a first follow-up with the development of all the lines of work in low-fi which allowed us to identify and correct the first interactions with which the user could be faced and which will identify them as habitual tasks that will not generate a complex learning curve that will end up in frustration
Low-Fi Wireframe
Final Design
Detail Account
Hi-Fi Visual Screen
Micro-interactions
Movement detail
View accounts
Messenger and alert component
Menu behaviour
Promotional video to announce the launch of the new app