UX14 - IndusInd My Account My Number (Mustafa Bagasrawala)

IndusInd Bank is launching a facility for new customers through which they can open a Savings account online.

This involves an online form completion process wherein the user has to provide basic details, customize the account number and debit card, customize his account, choose the branch, upload the document and fund the account.

IndusInd wants to be a benchmark in this domain of the only provider who allows the customer to select their own account number and account type

Context: IndusInd wants 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

Transcript

1. IndusInd Online Account Opening
   User Experience Strategy
   1
   

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

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3. Vision
   

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4. 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
   

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5. Business Strategy
   

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6. 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.
   

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7. 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
   

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8. Competitive Landscape
   

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9. Competitive Landscape
   

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10. Behavioral Segmentation, Personas
    

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11. 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
    

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12. UX Methodology
    

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13. 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
    

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14. UX Methodology – Wireframes
    Choose account number
    

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15. UX Methodology – Wireframes
    Personalizing debit card
    

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16. 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
    

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17. 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
    

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18. • 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
    

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19. 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
    

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

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21. 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.
    

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22. 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
    

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23. 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
    

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24. 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
    

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25. 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
    

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26. Overall Experience
    

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27. 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
    

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28. Video Recordings (Sample clips)
    

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29. Closing Comments
    

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30. 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 )
    

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31. Next Steps
    

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

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33. Measuring Success
    

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34. 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
    

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35. Thank You
    

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