China Industrial Bank - Building financial service for local communities

My role

• Role: Senior interaction designer /Duration: 3 months (2016)
• As senior interaction designer, I was responsible for conducting user research, creating interaction design and presenting project results.

Project goal

Differentiate service capability of a community bank from retail bank and provide unique online to offline experience, in order to increase customer satisfaction and activeness.

Approach and result

Research/User interview - Gain deep understanding on elderly customers, learn about finance in a community setting.

Slide on analyzing research findings, with three photos of the team sorting sticky notes and reviewing on screens — The team turning interview notes into insight on sticky-note walls

Slide mapping questions asked at three customer stages to the problems found, such as low trust and low usage — Where the problems are: unclear product info, hard-to-find help, weak ties to the bank

Slide of competitor and reference app icons grouped by banking, payments, community, education and other industries — Desk research: banking apps and well-known consumer apps studied for ideas

Slide with three goals: reach core customers by need, attract buyers with good experience, build connection later — How to solve it: reach customers at the right moment, then build lasting connection

Research overview: four methods, three branch visits, seven manager interviews and 15 customer interviews — Research at a glance: branch visits, 7 manager and 15 customer interviews

Design - Create app structure/ information architecture and detail interaction flows.

Large information architecture chart of the customer app and the account manager tool, with nested boxes — Information architecture mapping every page of the customer app and manager tool

Wireframes of the app's local, finance, me, message and manager tabs beside two desktop manager screens — Main pages: five app tabs plus a customer management and calendar view for managers

Calendar wireframes with day view, month view, card details and numbered annotations — Manager calendar spec: daily and monthly views of customer reminders

Customer management spec: one customer's profile, assets and activity in one place

Mind map of key flows for personalized input and the milestone system, branching by starting page — Key flows: how users enter personal info and track milestones from any page

Mind map of key flows for switching branch location and browsing and buying a product — Key flows: switching local branch and buying a product, step by step

Design - Create visual design.

Final app screens: local offers, products, profile and chat with a personal manager

Final manager-side web tool: customer profile, assets and daily calendar

Work done @ ARK Innovation Consulting / 2016

Design consulting @ ARKJenny LeeAugust 8, 20162016–2019