User Empathy map

Understanding the customer emotions & psychology

Next, for each of the personas, we built an Empathy Map. It compiled what would become the main paths of usage, based on their importance. By doing this we were able to have a better understanding of our customer’s emotional aspects and an ability to ‘walk in their shoes.’

The Challenge

When creating the Empathy Map, we discovered one of the common pain points and dissatisfaction are related to previous user experiences. The main challenges included difficulty understanding essential actions of the service. To improve this, we had to gain a better understanding of our customers, their expectations and needs.

Defining the Customer Journey map

During this phase, we merged the observations collected in the earlier stages into a document called Customer Journey Map (CJM).

The CJM, created by UXDA, is based on bUP (Business, User, Product) and is specifically tailored for the development of financial solutions according to the number of touchpoints leading to the desired customer need.

The banking's Customer Journey Map consisted of 5 stages, 17 touchpoints and 346 bullets. For more complicated banking platforms there can be more than 100 touchpoints and up to 2,000 bullets.

Customer Journey touchpoint ’Top up account’ goal is to quickly and securely increase the amount of money held in a user’s Bank account by transferring funds from another bank account. In this case, the main tasks consist of:

• Adding funds from another account/card

• Adding funds from a card that is already registered in Light Bank

• Adding funds from Apple Pay

• Adding funds from PayPal.

By doing these tasks, a person can sense different feelings such as impatience and excitement.

Also, at this step, the user might have some questions, such as:

• How can I increase the amount of money in my Light Bank account?

• What information is required from me?

• Is this secure?

• How long will this process take?

Defining the customer Pain points :

A sense of obligation to enter the payment data repeatedly, when performing a top-up

function to add money to their Bank account, Which creates a sense of frustration.

Marketing Funnel - Conversion stage :

For the marketing and business perspective , the most important goal of this touchpoint

is the frequency of top-ups and amount of money being topped up by the users.

Furthermore, the KPI's (Key Performance Indicators) could be determined by:

• the percentage of transactions with or without errors;

• the average amount of time spent to complete a transaction;

• the average amount of transactions.

Ideation leads to design solutions :

Based on the user challenges defined it is crucial that we create a quick and easy way for the user to add funds to the account . At this particular stage, the banking app can state the benefit to the users as ‘top-up your account in seconds.

After learning about the customers and the businesses, we were able to determine what was necessary at each step of the user’s interaction with the app. This allowed us to prepare a list of functional requirements for the project, create a Red Route Map Analysis.

I focused on making the information architecture as simple as possible in order to eliminate the navigation menu, I also managed to maintain all the fundamental functions of mobile banking architecture that the users need. The service includes complete information about the users’ bank accounts, transactions and even statistical graphs. It is possible to transfer, and add funds to your account, and schedule payments. In addition, it is also easy to add and manage a wide variety of financial products - lines of credit, insurance, debit cards, investments. The banking app has customized profile settings, notifications and customer support.

Translating the User Story into actionable User Flow

Customer Experience CX- strategy :

After gathering all of the information about the main usage scenarios and creating the mobile banking architecture, It was time to continue with the creation of Low Fidelity (Lo-Fi) user flow map.

The user flow is designed to establish an intuitive logical order for the essential user story that have been determined in the earlier phases. It helps to design and adapt the actions that users have to take in order to achieve their goals in every task.

With the help of banking user flow map, we were able to build the whole inner logic of the service Blueprints by prioritizing the most important functions of the application.

In total, 34 key user flow maps were created.

Detailed Service Blueprints - High Fidelity Wireframes

We continued our work by creating High Fidelity (HiFi) wireframes. Our goal was to prepare a visual construction of the app’s screens and the content, considering the logic of the financial service and all of the previously generated mobile banking CX insights.

The creation of HiFi wireframes gave us a chance to develop the banking app by using visual communication based on the users insights of the Fintech app.

Usability study through Qualitative user research :

I planned and executed a moderated qualitative user interview with 10 participants to test the usability of the HiFi wireframes by checking out the most critical and frequently used banking scenarios identified in the Red Route Analysis.

Despite our best efforts to simplify the structure and the interactions of the banking service, the total number of wireframes are 98 screens.

User Interface visual elements in Prototyping phase

The main responsibility at this point was to find a way to transform feelings and ideas into a design solution that would be easy to use by everyone.

Affordance goal is to make the user interface functionality accessible , enjoyable and useful.