Overview

PROBLEM STATEMENT:

In response to user feedback and analytics data, it was evident that the existing transfer flow in the FTB Banking App lacked efficiency and did not provide an optimal user experience. Users reported confusion, delays, and occasional errors during the process, impacting their overall satisfaction with the application.

JOB(S) TO BE DONE:

Users want a seamless and straightforward experience when transferring funds between their accounts or to external beneficiaries. The primary job is to facilitate quick and secure transactions while providing clear communication and transparency throughout the process.

Discovery

USER RESEARCH:

• Conducted in-depth interviews and usability testing with current users. Discovered pain points such as unclear navigation, lack of real-time feedback, and confusion with input fields.

COMPETITIVE ANALYSIS:

• Analyzed transfer flows in competing banking applications to identify best practices and areas for improvement.

STAKEHOLDER INTERVIEWS:

• Engaged with key stakeholders to understand business requirements and constraints, aligning them with user needs.

Ideation

USER PERSONAS:

• Developed detailed personas representing diverse user segments, each with specific needs and preferences related to fund transfers.

IDEATION WORKSHOPS:

• Facilitated collaborative sessions with cross-functional teams to generate innovative ideas for improving the transfer flow.

USER FLOWS AND INFORMATION ARCHITECTURE:

• Mapped out revised user flows and information architecture to streamline the transfer process and enhance user understanding.

Design

WIREFRAMING:

• Created low-fidelity wireframes to visualize the new transfer flow, focusing on simplicity, clarity, and a reduced number of steps.

PROTOTYPING:

• Developed interactive prototypes for usability testing, incorporating micro-interactions to enhance the overall user experience.

VISUAL DESIGN:

• Applied a clean and modern visual design consistent with the Fifth Third brand, prioritizing legibility and accessibility.

Refinement

USABILITY TESTING:

• Conducted multiple rounds of usability testing with existing users, iteratively refining the design based on feedback.

ITERATIVE DESIGN:

• Made adjustments to address specific pain points identified during testing, ensuring the final design aligns with user expectations.

Outcomes

KEY METRICS:

• Measured key metrics, including the average time taken to complete transfers, user satisfaction scores, and the rate of successful transactions.

RESULTS:

• The revamped transfer flow resulted in a 20% reduction in the average transaction time, a 15% increase in user satisfaction, and a significant decrease in reported errors.

LESSONS LEARNED:

• Emphasized the importance of continuous user feedback, iterative design, and collaboration between design and development teams.