IndusInd Online Account Opening User Experience Strategy 1 

UX Strategy • Vision • Business Strategy • Competitive landscape • Behavioral Segmentation, Personas • UX Methodology • Wireframes & Designs • Summative Usability Testing • Validating the Designs • Measuring Success 

Vision 

Vision IndusInd wanted to build a unique brand proposition by not only allowing the user to open the account online but also allowing them to personalize the whole experience 4 To be a benchmark in this domain of the only provider of this kind of service 

Business Strategy 

6 IndusInd Bank brings you 'My Account My Number'– a first-of-its-kind banking feature that gives you the freedom, flexibility and convenience to choose the account number of your choice. Business Strategy IndusInd Bank brings you 'My Account My Number'– a first-of-its-kind banking feature that gives you the freedom, flexibility and convenience to choose the account number of your choice. 

7 Business Strategy – Core Steps Core Steps in the Online Application Process Login Customize – Account number & debit card Customize account type Choose Branch Upload documents Account funding 

Competitive Landscape 

Competitive Landscape 

Behavioral Segmentation, Personas 

Ankit Male 20 Years College Student Aspirations • Higher Education • Good career • Vacations abroad • Own a car and a house • Wants to open a saving accounts • Education loan for higher studies • Regular bank deposits & withdrawals • Doesn't like visiting the physical branch Banking needs Rashmi Female 34 Years Housewife Aspirations • Kids education • Husband’s promotion • Vacations abroad • Savings for old age. • Is looking to open a new account which is easy to remember • Regular savings account • Bank deposits & withdrawals • Does not have time to visit the branch Banking needs Deepika Female 28 Years HR Manager Aspirations • Getting a higher designation • Purchase a car • Build a house. • Personal banking • Currently looking to open a savings account with ease • Travel and Health Insurance • Car and Home loans • Corporate business transactions Banking needs Vivek Male 42 Years Businessman Aspirations • Children’s education & family • Explore new business opportunities • Build a house • Planning retirement Banking needs • Personal banking • Doesn’t have time to visit the branch • Investments in business • Travel and Health Insurance • Corporate business transactions Personas 

UX Methodology 

Summative Usability Test To evaluate a product through defined measures such as task completion, time on task, error rates, and user satisfaction Prototype High fidelity prototype Wireframes Creating detailed wireframes for different user journeys Information Architecture Defining task and grouping of information based on the user profile identified Defining User Journeys Identifying target audience and creating personas Requirement Gathering Understanding business objectives from various stakeholders UX Methodology 

UX Methodology – Wireframes Choose account number 

UX Methodology – Wireframes Personalizing debit card 

UX Methodology – Summative UT • Summative UT – Objectives – Evaluate the navigation, task flow, interaction, content, presentation and page-level design of the site. – Identify current issues and evaluate opportunities to improve the user experience – Identify issues for further examination during UT Summative Usability Test Prototype Wireframes Information Architecture Defining User Journeys Requirement Gathering To evaluate a product through defined measures such as task completion, time on task, error rates, and user satisfaction 

UX Methodology – Summative UT User Personas User Split Business Scenarios Recruiting Users Conducting Test Analysis Report • 16 users • 90 minutes test session • Test end to end flow • Selecting the account number of your choice • Process of personalizing your debit card • Process with reference no. and OTP • Selecting the account and debit card type • Confirming address and ID proof • Opening an account online versus visiting the branch • Qualitative Interview • Post Test Discussion and Ratings 2 Student 1 Housewife 6 Professional 6 Entrepreneur 

• Total average score of all participants • Participant wise break up score for each steps • Issues identified and expert comments • What users say… Task Based Performance UX Methodology – Summative UT 

Summative UT – Task Based Performance 3.87 3.33 4 3.47 3.73 Selecting the account number of your choice Process of personalizing your debit card Process with reference no. and OTP Selecting the account type and debit card type Filling details and funding account Total average of 16 participants on a scale of 1-4 (1 being the lowest and 4 being the highest) 3.68 Overall Rating 

Participant wise break up score for each steps UX Methodology – Summative UT 

Selecting the account number of your choice 4 4 4 4 4 4 3 4 4 4 3 4 4 4 4 Rajeev Dinesh Prasad Vikram Jiten Nutan Amit Chandan Poonam Mehek Bhavin Anamika Pankaj Rakesh Ritesh What users have to say… very easy, something new. My personnel thing. 3.87 The process of selecting the Account no was good and Innovative Very easy to choose the number of my choice based on options provided. 

Process of personalizing your debit card What users have to say… It is very easy. As per my wish of pics and I can put the pics on debit card. 3.33 The process was easy but the only thing was once I selected the Image and it was showed on the card ...image was not fit according to size firstly since I did not go to next option I was not sure how to fit the image as per my choice on to the card. Feels like a family activity. Very easy to choose the image based on my choice. 4 4 3 3 3 4 2 3 4 4 3 4 3 3 3 Rajeev Dinesh Prasad Vikram Jiten Nutan Amit Chandan Poonam Mehek Bhavin Anamika Pankaj Rakesh Ritesh 

Process with reference no. and OTP What users have to say… Returning next time concept is also good, it saves at every step 4.00 its very simple ....and easy HELPS U MAINTAIN PRIVACY AND BUILTS UR CONFIDENCE AND TRUST IN THE BANK 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 Rajeev Dinesh Prasad Vikram Jiten Nutan Amit Chandan Poonam Mehek Bhavin Anamika Pankaj Rakesh Ritesh 

Selecting the account type and debit card type What users have to say… 3.47 I did not also tried to go down and see the full form of the terms used like AMB , IP . 4 3 4 4 3 4 2 4 4 4 3 4 2 3 4 Rajeev Dinesh Prasad Vikram Jiten Nutan Amit Chandan Poonam Mehek Bhavin Anamika Pankaj Rakesh Ritesh Easy to select, but difficult to decide without details 

VERY EASY THE WHOLE PROCESS IS SIMPLIFIED AND INNOVATIVE Filling details and funding account What users have to say… 3.73 it cant be more simpler than this.... 4 3 4 4 3 4 2 4 4 4 3 4 2 4 4 Rajeev Dinesh Prasad Vikram Jiten Nutan Amit Chandan Poonam Mehek Bhavin Anamika Pankaj Rakesh Ritesh There should have being clear instruction that Bank needs two proofs 1) Address Proof 2) Photo Id proof 

Overall Experience 

Overall Experience Opening an account online versus visiting the branch 3.93 Overall navigation and ease of use for opening the account online process 3.87 1 Not Easy at All 4 Very Easy • Never before seen concept • Overall extremely impressed and also very easy to do something like this online. • Very easy to navigate and easy to remember 

Video Recordings (Sample clips) 

Closing Comments 

Closing Comment Rakesh (Entrepreneur ) • Even though the process is a bit lengthy but actually its explains everything and feels safe • Overall concept is very interesting and innovative • Personalizing the card option is very good • Returning next time concept is also good, it saves at every step • Would prefer to open the account online • Very easy process • Best part is avoid queues and hassle to go to the branch • Not too many screens to go through Mehek (Professional) • With personalization of card one feels empowered and connects with their daily life • Very unique • It should not be difficult for anyone • Uploading documents online is preferred as well as paying online Anamika (Entrepreneur ) 

Next Steps 

Next Steps Prioritize the solutions for the issues identified Changes in design Development Go live 32 

Measuring Success 

Measuring Success 34 Post launch, from April 27, 2014 – June 03, 2014 1344 Users 207 Accounts Visited the site Have been successfully opened account online 

Thank You