Enabling UBC’s customers to bank on the go.
Mobile App, Android, Finance, Banking
Senior Product Designer at Longbridge
2020
Longbridge is a product development company and IT solutions consultancy that serves businesses and organizations.
I worked with the Union Bank of Cameroon (UBC) on ideating their first mobile banking experience for Android users.
Background Context
Mobile banking has become increasingly popular in recent years, with more people opting for the convenience and accessibility of financial services on their mobile devices. The COVID-19 pandemic has accelerated this trend due to the challenges and risks of physical banking transactions. To meet the needs of its customers in Cameroon, the bank needed an intuitive and user-friendly interface. This case study outlines my approach to the project, the research and insights that informed my design decisions, and the proposed solution's impact on the bank's business objectives.
The Project Team
To simplify task management, my team and I identified major project phases: research, ideation, prototyping, and testing. We broke each phase into smaller tasks and assigned them to team members based on their strengths. We used Trello for project and task management, OneDrive and Notion for documentation and document sharing, Whimsical for ideation and collaboration, and Figma for design and prototyping. These tools helped us work collaboratively, track progress, and stay aligned. We also held regular team meetings to discuss progress, address challenges, and ensure everyone was aligned with project goals and timelines. This ensured the project moved smoothly and we delivered high-quality work on time.
The Challenge
Union Bank of Cameroon had an opportunity to capitalize on the growing rate of mobile adoption in the country by developing their first mobile app. The challenge was to design a user-centered mobile banking experience for Android that met customer needs and improved the bank's competitive position.
Approach
To start the project, I partnered with the Product Manager and researched the mobile banking market in Cameroon, as well as the needs and preferences of the bank's target audience. I also collected feedback from stakeholders and analyzed competitors' mobile banking experiences.
Developing a research plan
I developed a research plan with my product manager, analyzing project objectives and identifying research questions. We used a combination of qualitative and quantitative research methods, including surveys, user interviews, and usability testing. We also considered the impact of the pandemic on research activities, safety measures, and a limited budget. We utilized pre-existing data from customer feedback and analytics from the bank's media channels. Despite the challenges posed by the pandemic, we were able to conduct remote research activities and obtain valuable data.
Conducting Research
We conducted research in several stages to gain a better understanding of the market and user needs.
Market Research
How can we better understand the mobile banking market in Cameroon?
This research aimed to understand the mobile banking market in Cameroon. Quantitative data on mobile banking penetration rate, competition, and regulatory landscape were collected from online databases such as Statista, World Bank, and FinDev Gateway. Reports, articles, and interviews with banking experts in Cameroon were also used. Despite the pandemic, the research continued with online interviews. The key finding was that mobile banking in Cameroon rapidly grew from 4% in 2016 to 12% in 2020.
User Research
How can we better understand the needs and preferences of UBC’s target audience?
The goal of this research was to understand the needs and preferences of the bank's target audience. I used qualitative research in the form of interviews with potential users, as well as online surveys to gather quantitative data. I used Google Forms for the survey and Zoom for the interviews. The main challenge was recruiting participants during the pandemic, but I was able to recruit 50 participants for the survey and 15 participants for the interviews. Users wanted a simple, intuitive, and secure mobile banking experience, with features such as balance inquiry, fund transfer, and bill payment.
Competitor Analysis How can we gain insights and better understand the current state of the industry, including its strengths, weaknesses, opportunities, and threats?
This research analyzed the mobile banking experience of the bank's top 5 competitors in Cameroon. I downloaded their apps and analyzed features, user experience, and interface. User feedback was gathered through online forums and reviews due to pandemic restrictions. The main finding was that the mobile banking experience of competitors lacked consistency and was fragmented.
Key Findings
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The study showed that users want a simple, secure, and reliable mobile banking experience that allows them to perform basic transactions quickly and easily. 60% of respondents use mobile banking apps daily, mainly to transfer funds and pay bills. Users also expressed difficulty with complex interfaces, slow processing times, and poor customer support, including having to visit a bank to open an account. I further analyzed the data using statistical analysis which revealed that simplicity, security, and reliability are key factors in the mobile banking experience.My team and I identified 20 features to enhance the mobile banking experience, such as a simpler user interface, biometric authentication, real-time transaction tracking, and in-app customer support, based on user feedback and the bank's goals. We prioritized these features to create a streamlined and user-friendly app for the first version.
The Opportunity
The bank can take advantage of the increasing number of people using mobile devices in Cameroon to offer customers a more convenient and accessible banking experience. This can result in happier customers and savings for the bank through lower overhead and operational costs. Customers can access their bank accounts and perform transactions from their mobile devices, without needing to visit a physical bank branch, saving them time and effort, especially during the pandemic when social distancing measures are in place. Our team can demonstrate our expertise in product strategy and execution by proposing a solution that meets the needs of the bank and its customers, potentially leading to recognition and future opportunities for similar projects.
Developing user stories
After developing the mobile banking app's features, my team focused on creating user stories for different types of users, including first-time and existing users. Our user stories aimed to enhance the app's ease of use and accessibility. We collaborated with the bank's project team, refined our user stories based on their feedback, and successfully convinced them of the importance of these features. We continued to develop additional user stories to ensure the app met the needs of its users.
Developing user flows
After developing user stories, we created user flows using a mix of tools including whiteboard sketches, diagrams, and wireframes. We started with low-fidelity sketches to ideate and iterate on different user flow ideas. Then, we made more detailed user flow diagrams to map out the steps users will take to complete specific tasks. I used Figma to create wireframes of the app's different screens and features, which helped us refine the user flows. We worked closely with the bank's project team and incorporated their feedback while advocating for user-centered design. Our goal was to create simple, easy-to-understand user flows that guided users through key actions with minimal effort while incorporating the key app features we had identified earlier.
Establishing design direction
To establish the design direction, I first considered the bank's existing branding and visual identity. Using this as a foundation, I developed a style guide and design pattern to guide my visual design. The design direction aimed to create a clean and modern look that was consistent with the bank's visual identity and easy to use for the target audience. The style guide included typography, color, iconography, and layout guidelines that would be used throughout the app.
Some early feedback
The first iteration of the home screen looked simple and balanced. However, suggestions were made to include quick links that would enable users to make transfers, buy airtime, and pay bills.
The second iteration confused some users, as airtime could also be considered a bill.
In the third iteration, we incorporated the feedback and suggested just two quick links: transfer funds and pay bills. This was the priority for a large number of users from our study.
Bringing it all together
User Onboarding
To onboard users, I created a simple and intuitive process for signing up and starting with the mobile banking app. I used clear and concise copy and layouts to guide users through the registration process by highlighting the necessary steps.
Home
The home screen of the mobile banking app allows users to quickly access key features such as fund transfers and bill payments. The layout is clean and modern, highlighting the user's account balance and recent transactions.
Transfer
Bills
The bill screen is designed for users to pay bills directly from the app. The layout is simple and intuitive, with options to select a bill category, biller, enter the amount, and complete the payment process.
More Services
The more services screen offers additional features and services provided by the bank. It has a clean and modern layout that makes it easy to find the desired feature. The copy is clear and concise, highlighting benefits and steps required for each feature.
More testing
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After developing the screens with the android engineer, we tested usability with 15 participants that fit the bank's target audience. Testing was remote and done via Zoom. Users found the app easy to use and navigate. They liked the simple user interface, and completing transactions was designed to be quick. Feedback was also given on areas that needed improvement, such as new features that users wanted.Challenges encountered
One of our biggest challenges in this project was the impact of COVID-19 on our research and testing activities. To still gather valuable insights while minimizing risk, we had to adapt and conduct remote testing and virtual interviews. We also had to find cost-effective tools and resources to work within our limited budget. Another challenge was coordinating and collaborating with the bank's project team, located in different time zones with different priorities and perspectives. However, effective communication and collaboration helped us overcome these challenges and align everyone with the project's goals and timelines.
Impact measurement
The proposed mobile banking solution can significantly impact the bank by improving customer satisfaction and loyalty, increasing adoption of mobile banking services, and reducing operational costs. We will measure the impact through metrics such as app downloads, user engagement, and customer satisfaction scores. We will also gather feedback through post-launch surveys and focus groups to evaluate the app's usability and impact on customer behavior.
Conclusion & next steps
The project successfully delivered a user-centered mobile banking experience that met the needs and preferences of the target audience. To ensure continued effectiveness, we recommend that the bank iterate on the app's design and features by incorporating user feedback and analytics. Next steps for the project could include collaborating with the bank's technical function to launch the app to the public, refining the app's design and features through additional research and testing, and exploring partnership opportunities with other financial service providers.