Help 2.0 - Strategic differentiator for Standard Bank mobile experience
Re-thinking user experience for intelligent and personalised help assistance on Standard Bank platform for daily banking needs
UI/UX | Banking | Personalised Assistance | Conversation Design
PROJECT ABSTRACT
Standard Bank Help Centre 2.0 is an upgraded help experience that consist of multiple ways of accessing help on the banking platform. Bu using warm introductions for onboarding and awareness; to providing experiences which user prefer through intelligent behavioural understanding are some of the features of the new design.
MY ROLE: User Interface design, Illustrations, Information Architecture for certain UI components​
Client: Standard Bank. Worked on it during my tenure at Moonraft Innovation Labs
DESIGN CHALLENGE
The Standard Bank mobile app wasn’t performing so well among South African users and was receiving thousands of complaints weekly. Vouching with the importance of a great customer care experience in building brand’s trust, Moonraft came up with a 3 phase plan to tackle the challenge to provide strategic differentiation to the experience.
SOLUTION
PROJECT PHASES
PHASE 1
Initial Study
PHASE 2
Discovery Phase
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Figuring out holistic view of what is possible (Vision) and what we can do (MVP)
PHASE 3
Execution Phase
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Creating scalable and production ready design for MVP development
I was primarily involved with Phase 3 of the project.
PROJECT PARAMETERS
Finding Inspirations
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Analysing successful examples of help is being provided and setting the tone for our intervention
Synthesising outcomes
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Integrating findings by identifying data through customer care data, existing journeys and creating opportunity matrix
Understanding Users
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Enquiring with users, understanding mental models, banking behaviour, pain points and mobile usability
Designing solution
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With series of iterations and user testing, creating development ready designs for MVP
Buiding intelligence
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Discussing with stakeholders and developing dynamic customer journey model for Help centre evolution
DESIGN PRINCIPLES
A DIGITAL ASSISTANCE THAT IS ALWAYS THERE TO HELP
We introduced the Help Centre with a friendly tone of voice and serene visual impulses. With subtle movements, the assistant gives you feedback on your actions, ensuring a presence, simplifying an intimidating task.
The whole Help Centre journey can be divided into three stages-
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1. User has a query
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2. User search for the solution
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3. The help centre assistant listens
and guides the user accordingly
SMART SEARCH: PROVIDING RESULTS AS PER CONTEXT AND JOURNEY
After understanding technological feasibilities, we were able to crack the 'Search logic' for Help centre. The current mobile app did not have a specific search option and our logic and UI soon become a precedent for the search functionality for the whole application
INTRODUCING 'HELP CARDS' TO EXPERIENCE INFORMATION THE WAY USERS PREFER
Help cards feature became a very appreciated and loved feature by the users. It provides various ways of experiencing information and overtime understands user preferences and prioritises through the dynamic component design.
USERS DEFINE HOW HELP SHALL BE EXPERIENCED
Finally, collaborating with SBG stakeholders we defined the personalisation logic and developed a holistic customer journey map. As the whole design is component based, feeding dynamic parameters became optimised
RESULTS AND TAKEAWAYS
User testing sessions were conducted in multiple rounds, both in-person and online exercises and received very positive responses from existing users as well potential customers. The highlight has been the interaction of the features of help cards.
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This project for me; was one of those instances where seemingly simple yet crucial features like 'Search' and the 'Help cards' improved the customer experience with Standard bank immensely. Prior to this, I was reluctant to work on a finance and banking related projects, but I realised that the sense of security, privacy, autonomy and support is a very crucial aspect of banking services. I got to apply my experience design skills to work in a team of designers to iterate layouts and finalise on what works the best. I got a bit familiarised with the details that goes into providing personalised help results to the customers help along with multiple ways of seeking help.