Problem
Online banking members find it challenging to get tailored services.
Research has revealed that many BECU new online banking members encounter difficulties while navigating through the mobile web interface due to a lack of guidance. In addition, these new members have expressed a strong desire for more personalized and tailored services that align with their unique needs and interactions on the platform.
SOLUTION
Improved 3 interaction flows and designed the Preference Center, enabling seamless updates to customer information as their goals and preferences evolve over time.
This dynamic functionality ensures that personalized financial services are surfaced based on a better understanding of the users' activities.
01
Manage recommended activities
Members can dismiss, set reminder for or mark complete the recommended tasks.
02
Modify tailor-account questionnaires
Allow members to change their account goals to get more personalized products & services recommendations.
03
Allow account activity tracking
Offer the choice to opt in activity tracking, giving users more control over their personal data and information access.
04
Preference Center final design
Keep user input preferences all in one place for ease of management.
PROCESS
Define design question
How might we create a more streamlined experience for new online banking members to get contents tailored to their needs?
My design process
PROCESS
Reviewed past research in new member onboarding and members’ overall banking experience
I revisited past research in new member onboarding and their overall online banking experience. The primary objective for the research was to identify user pain points and understand what and how user information can be managed in an online banking environment.
Identified user pain points
Through the preliminary research, I found that online banking members are facing the following challenges:
01
Complicated onboarding
The onboarding steps are long and new members feel confused about why some questions are asked and what information are expected from them in order to open an account.
02
Lack of guidance once onboarded
It could be frustrating for new members with no prior experience using an online banking interface to be left on their own to figure out what steps they need to take next.
03
Low discoverability of services
Members indicated that they often times come across services that they are interested in while randomly clicking around. They wish they have known these services early on.
Conducted competitive analysis to understand the market trend and design best practice
From the competitive analysis, I learned that
• Communication channels and account notifications are standard practice for online banking
• Users prefer options over input field
• Transparent navigation is essential for improving information discoverability
Defined design objectives
Before evaluating BECU’s current online banking mobile web experience, I listed the key objectives to define the scope and inform my design decisions.
01
Provide proper guidance
02
Improve information visibility
03
Reduce friction
Ideation
Explored improvement opportunities in current experience
Taking into account the design objectives and prioritizing users' needs, I analyzed the current BECU online banking platform and discovered 5 potential redesign opportunities.
Concept Validation
Created 5 storyboards to validate design concepts
I conducted concept validation sessions with 25+ online banking users to understand whether they find these features useful and how likely are they going to use these in their everyday banking experience.
Prioritized concepts to prototype
With the time constraint I have on the project, I prioritized the design concepts to prototypes based on the three main criteria: Ease of implementation, Innovation and user needs alignment.
After careful evaluation, I decided to go forward with the following concepts:
01 Modify account goals
02 Manage recommended activities
03 Account activity tracking
PROCESS
Created high-fidelity prototypes to visualize the concepts
I leveraged the company’s design system and existing user flows to quickly create high-fidelity prototypes for the three flows identified earlier.
Conducted user testings with online banking members to identify areas for improvement
To assess the designs' usability, I conducted two rounds of moderated user testing with 25 current online banking members. The primary focus was to understand:
01 Users’ expectation of Preference Center placement
02 Intuitiveness of the overall interaction flow
The success of the design was determined by Task Completion Time.
01
Increased discoverability for Preference Center
Putting Preference Center as its own section under Menu to increase visibility.
" It's pretty clear to me where everything is and how I can bring back the 'Direct Deposit' [task]."
- Participant #2
Increased text size and changed call-to-action link colors to catch users’ attention. Adjusted the phrasing to better highlight the outcomes of personalization.
" placeholder"
- Participant #5
02
Improved Preference Center interaction flows
I enhanced the user flow in the Preference Center by simplifying the available actions and minimizing the steps needed to manage preferences.
Final Outcomes
The final design is scalable, setting the foundation for future explorations and development.
Through an iterative approach, I ensured the visual design and interaction flow of the Preference Center are both user-friendly and effective. Additionally, I've laid the groundwork for a scalable design pattern, enabling seamless integration of future design updates for the Preference Center.
Reflection
Reflecting on my internship experience...
Find the flow
At the beginning of the internship, I tend to set ambitious goals that were theoretically achievable, but in practice, required more time and resources to execute. Through continuously experiencing and refining my workflow, I learned to break down large tasks into smaller, manageable chunks and setting realistic milestones based on the context. This helped me to have a clear view of the scope of the project and allocate resources accordingly, ultimately leading to better project outcomes.
Communicate often and early
Throughout my internship, I learned that early and frequent communication about work progress is essential to aligning team's goals and expectations. It provides transparency into my work and allows everyone on the team to have a clear understanding of what has been accomplished and what still needs to be done. In addition, frequent updates also provides opportunities for team members to offer feedback, ask questions, and share their own perspectives on how to move forward.
Prepare design alternatives
When it comes to creating designs, providing multiple options for review and comparison can be highly beneficial. Offering 2-3 design alternatives allows for productive discussion and exploration of various possibilities, helping the team to align the designs with the company's standards and industry best practices. It can also spark creative thinking, encourage collaboration, and lead to more informed design decisions. I will carry this in mind for my future design works.
Special thanks to the amazing Team
Thanks to: My mentor Lucas Colusso, for always giving constructive feedback on my work and challenging me to expand my potentials. My manager Liz Holland, for encouraging me to take ownership and guiding me through the internship program. And my project advisors/partners, Onkar Nath and Evelyn Donnelly, for being supportive throughout the project and allowing me the time and space to learn and grow.
