One important tool was in communication. For the stakeholders and the bankers that would be directly effected by own proposed improvements
We used story telling and visuals to emphasize the connection between the customer and the banker. Personnas and user journey descriptions were used to support our efforts being customer and user first.
Results
This introduction to new tech, was emphasized in its importance,
The proposed "new" way modernized not only the interaction, it made for more covnersation and little less disruption in the not so fluid passing of the keyboard. With the on set of the pandemic the tablet interaction made for a "safer" was to interact for both the customer and the banker. The "decisioning behind opening an account and funding were smoother and more timely. It wasnt long before bankers realized the benefit as well. There was a reduction in time in decisioning and in collection. the resulting experience felt like one experience instead of a “stepping out” feeling.
Key words
UX Design, observation, design thinking, story telling, Research, Data Driven, Design Thinking, Design systems, project planning, Partnerships, hesitant partner, seeds for the next project
In Branch
Chase
The Project
With a revamped way of opening accounts online, there was a need to look at the experience in the branch. As branch dominated previously, it was still a lengthy process, of waiting, and passing a key board back and forth and swinging a monitor to and from banker to customer.
The challenges:
Bankers saw the "new" as potentially impacting their business, reducing the need for their role, and having negative impact on the ability to make a stronger connection with the customer. They also did not like the idea of portable devices like tablets
the systems for the original experience was propriety and making revisions meant unearthing layers and often was seen as too much work, so the experience had a “patched” like feel to it
Role and Process
Design lead and partner for the design side of this project, step one was lookin at how customers interacted in the branch, interviewing both customers and bankers, we were able to tease forward the "big rocks" for both participants. Finding that the bankers did have some frustrations and friction that we could help with. We Included product and engineering to our findings so that there would awareness on proposed revisions and additions. Stepping into other bank experiences, to have a comparative measure on what other baks were doing revealed the use of other tech.
After designing a prototype, we took it to the branch to run the bankers through the experience. Observing both the bankers interaction, but also where they paused and how the included the customer in the experience.
A side car benefit. with the revised Digital experience, provided an upsell shopping opportunity that previously had been displayed on a mouse pad or desk cutout. It assisted in the customer seeing the product in action and lended to improving the ability to move quickly into sign up