ux case-study
TRANSCRIPT
Epsilon Pty Ltd is a large Australian financial services organization. While the majority of Epsilon’s consumer customers are “mass market”, their current focus is attracting and retaining the more niche, but highly profitable wealthy/affluent customers along with those who are on their way to becoming wealthy.
UX Brief
To encourage and facilitate wealthy customers to aggregate their assets and accounts into a single view at one bank, rather than having several accounts with different banks/institutions so they can see and manage their assets, investments and accounts in one place.
To provide valuable insights and advice to their wealthy/emerging wealthy customers
UX Goals
Brand VisionDefine Brand Vision StatementVision = Brand Vision, Future Environment, Brand Purpose & Brand Values
1. To be the premier provider of superior financial solutions by earning people’s trust in the most friendly, professional manner possible.
2. Your trusted and financial partner to build your financial security.
Brand Position/Role: e.g. Strategic Partner, Financial Trusted Advisor,
Emotional Connection: Trust, Empowerment, Security & Achievements
Technology Landscape
In parallel, Epsilon is aware that smartphones and tablets are becoming more and more important. This is supported by figures and statistics indicating that smartphone penetration is increasing in Australia and online consumption is expected to move heavily in to mobile environments over the next few years.
To be competitive Epsilon will need to be able to provide appropriate mobile solutions to the above target customer base
Target MarketPast research has indicated that Epsilon’s
wealthy/emerging wealthy customers have the
following characteristics:
• Are relatively technically savvy, and have heard of
mobile banking solutions before (but generally
don’t use them themselves at present)
• Generally rely on trusted advisors to help them
make financial decisions
50% mobile users in this group
25%
Half are mobile internet users
50% non mobile users
Research Insights
Having considered web analytics, the Epsilon User Experience team has noticed that while Epsilon currently gets a significant number of visitor hits on their website from mobile devices (for both online banking and the generic website), user session times and the number of pages hit are very low.
De
sign
Stra
teg
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Su
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Executive Intent The business objectives is to open premium financial services to attract wealthy customers and affluent who are becoming wealthy.
Target UsersAttract new highly profitable wealthy/affluent customers.
General Task
• Encourage and Facilitate customers to aggregate their assets and accounts into a single view at one bank, rather than having several accounts with different banks/institutions so
they can see and manage their assets, investments and accounts in one place.
• Provide valuable insights and advice to their wealthy/emerging wealthy customers .
Technology/Constraints:Create a seamless experience platform across mobile, tablet and desktop.
Branding Goals:Align with brand vision and define brand strategy .
Critical Success Factors/Usability Criteria:
• Increase traction in mobile presence and reduce bounce rates.
• Aligned with agreed business objectives, agreed KPI and supporting key metrics
• Find future opportunities to evolve the product landscape
Discover
Define
Design
Shape your value propositions Value Map (Product Services, Pain Relievers and Gain Creators)
Ideate Prototyping Possibilities
Measure
Uncover your customer understandingCustomer profile (Jobs, Pains & Goals)
UX Roadmap
Continuously monitor performance Indicators, value proposition and customer’s satisfaction.
Discover Customer Profile
The Customer (Segment)
Profile describes a specific
customer segment in your
business model in a more
structured and detailed way. It
breaks the customer down into
its jobs, pains, and gains.
Customer Jobs describe what
customers are trying to get
done (task) in their work and in
their lives, as expressed in their
own words
Pains describe bad outcomes,
risks, and obstacles related to
customer jobs.
UX Methods:Observe Customers, Interviews, Research,
Surveys, Competitive Analysis, Personas
Development, Scenarios ,Task Analysis & Use
Case.
Gains describe the outcomes
customers want to achieve or
the concrete benefits they are
seeking.
Gain #1Provide valuable
insights
Outline & Rank by order of
importance. Rank jobs, pain, and gain
according to how essential they
are to customers.
#2Trusted smart
advice to match your goals
#3Seamless
experience across mobile and
desktop platform
#4Easy to
understand, find information of all
services
#6Manage easily
customer assets, investments and accounts in one
place
Pain #1Listen into a
wrong advice. Taking too risk to match your goal.
#2Uncertainties on investment. Not
understanding the offer value
insights. #4
Unclear services and information.
Buying something you don’t
understand
#3Build trust &
secure platform
#5Failing to review portfolio/insights
#6Failing to diversify
Job #1Make decisions with confidence
#2Assess +
reduce risk
#3Quick steps /walk through offers &
services
#4Easy to find, learn,
instructions and guidelines
#5Easy to aggregate their assets and accounts into a
single view at one bank
#5Turn financial plans
into reality
#7Can apply with
confidence
#8Match a plan
needs for my life events
#6Easy to register
and user friendly
DefineValue Map
The Value (Proposition) Map
describes the features of a
specific value proposition in
your business model in a more
structured and detailed way. It
breaks your value proposition
down into product and
services, pain relievers, and
gain creators.
This is a list of all the a value
Products and Services
proposition is built around.
Gain Creators describe how
your products and services
create customer gains.
Pain Relievers describe how
your products and services
alleviate customer pains
UX Methods:Define Product & Services, Creative Ideation,
Storyboards, Experience Mapping, Define
Value Map Proposition-Fit,& Customer journey.
Outline & Rank by order of
importance. Rank products and services, pain
relievers, and gain creators
according to how essential they
are to customers.
Gain #1Tools that could help you get the
job done
#2Available trusted advisor to invest
matching your goal
#3Optimize and
responsive platform across
devices
#4Useful and easy to find information of
all services
#6Helps clear
information and indicator to
measure progress
Pain #1Minimize risk of
(big) failure
#2Brief, clear
applicable content
#4Provide valuable
insights
#3Practical, visual and enjoyable
format
#5Testimonials and
Credentials
Job #1Clear information
about benefits
#2Mobile, Tablet and Desktop Website
#3Valuable services that match your
goals
#4Secure
Registration process
#5Review and
manage customer assets,
investments and accounts in one
place
#5Makes easy info to
understand. Organize guides to help users when
stuck
#7Helps to see
solution to your goals
#6Provide easy functions to
aggregate assets and accounts into
a single view
#8Offer need plans match for my life
events
Create Value FIT
Observe Customers
The set of value
proposition benefits
that you design to
attract customers
The set of customer
characteristic that you
assume, observe, and
verify in the market{ Strive to address some of the most
important jobs, pains, and gains
that potential customers have }
Designing Value Proposition Fit
Gain #1Provide valuable
insights
#2Trusted smart advice to match your goal
Investment
#3Seamless experience
across mobile and desktop platform
#4Easy to understand, find information of
all services
#6Clear information and indicator to
measure progress
#5Review plans
#7Can apply with
confidence
Gain #1Tools that could help you get the
job done
#2Available trusted advisor to invest match your goal
#3Optimize and
responsive platform across
devices
#4Useful and easy to find information of
all services
#6Helps clear
information and indicator to
measure progress
#5Makes easy info to
understand. Organize guides to help users when
stuck
#7Helps to see
solution to your goals
X
X
Job #1Better offer competitive
premium services
#2Mobile and Web
app
#3Valuable services that match your
goals
#4Clear information
about benefits &services
#5Credentials/Good
portfolio
√
√
√
√
√
√
√
√
√
√
√
√
Pain #1Listen in wrong
advice. Taking too risk to match your
goal.
#2Uncertainties on
investment. Looking for better value
insights.
#4Unclear services and information.
Buying something you don’t
understand
#3Build trust &
secure platform
#5Failing to review portfolio/insights
#6Failing to diversify
√
√
√
√
√
√
Job #1Make decisions with
confidence
#2Get good
Advise Assess + Reduce Risk
#3Quick steps /walk through offers &
services
#4find, learn, apply
methods
#5Stay up-to-date
X
X
Pain #1Listen into a
wrong advice. Taking too risk to match your
goal.
#2Uncertainties
on investment. Not
understanding the offer value
insights. .
#4Unclear services and information.Buying something
you don’t understand
#3Build trust &
secure platform
#5Failing to
review portfolio/insigh
ts
#6Failing to diversify
X
√ √
√√
√
√√
√√
√
√
√
√
#8Match a plan needs
for my life events
√#8
Offer need plans match for my life
events
√
#6manage their assets,
investments and accounts in one place
√
Phase of the journey
An affluent customer opened a new premium services account at Epsilon branch. They reached the Internet Banking promotion via different platforms, and then decided to gain Internet Banking access.
The effective and contextual factors that will affect your users emotion towards vendors are : sense of security, simplicityand easy steps to register
Awareness | Discover | Register for Internet Banking | Use
Goal
Users begin by just learning what are the services being offered and internet banking
Users are conducting research to expand their knowledge of what internet banking can do. The primary goal is to understand the difference of Internet Banking and make the final choice
Confirm existing customers
At this stage, your users have completed the registration already, they are expecting an easy login to try out their new Internet Banking
Capture user information
Complete the registration
Your users are conducting the registration process. Their primary goal is complete the task in a simple & easy way without spending too much time.
Emotional Experience
Receive information about internet
Research what internet banking can do. Learn Services
Enter customer details
Enter personal details, pick password
Confirm and complete registration
Login to Internet Banking
Customer Journey
Touch Points
Excited & empoweredHopefulFrustratedOverwhelmedAspirational
At this point the user have made decision to register
DesignPrototyping Possibilities
UX Methods:User Flow, Information
Architecture(Organize structure,
schemes, content inventory), Card
Sorting, Wireframes, Validate,
Develop & Launch.User Flow SampleUser first time visit in the website
StartVisit
Homepage
ViewServices Products
CompanyProfile
Discover Goals
Learn Benefits
Look for Answers
ContactSupport
Yes
No
ContactCustomer Services
Find Advisor
Read Articles
Log-In Validate
Yes
Internet Banking
No
Wrong Username/Pas
sword
Forgot Password
Visit SocialMedia
DesignPrototyping Possibilities
Home
Explore your goalView
ProductsAbout Epsilon
RetirementFinancial Security
Education Plans
Saving and Investing
Life Insurance
Fin
d y
ou
r go
alLi
fe E
ven
ts
Getting married
A new home
Education plans
A new job
Becoming a parent
Caring for aging parents
Disability
Life Insurance
Retirement
Investments
Advice Retirement
Life InsuranceWhat our client says
Ratings Careers
Newsroom
Site Map
Contact Us
Careers
Customer Services
Register
Login
Get Advice Product Services
BenefitsArticle
Content 1
Article Content 2
Guide Journey Footer Links
DesignPrototyping Possibilities
1.) Header2.) Contact Support
I. Contact UsII. CareersIII. Customer Services
3.) Social media links4.) Log in/ Register5.) Get Advice6.) Life Insurance, Retirement &Savings7.) Learn and Enjoy Benefits8.) Start Link9.) Articles10.) Find Advisor11.) Account Links12.) Footer Links
Desktop Screen (1280 width)
12 3 4
5 6 7
8
9
10
12
11
DesignPrototyping Possibilities
1.) Header2.) Log-In3.) Menu (Main Navigation)4.) Tabbed Main Banner5.) Main Banner CTA6.) Link to journey guide7.) Article8.) Next Article9.) Find Advisor10.) Contact No.11.) Social Media Links12.) Quick Links13.) Footer
Mobile Screen (320 width)
1 2 3
4
5
6
7
8
9
10
11
12
13
MeasureMonitor performance Indicators, value proposition and customer’s satisfaction.
Total audience addressed
Visitors to website
Visitors who performed action
Visitors who are willing to talk to
you
Awareness
Consideration
Preference
Action
Loyalty
Advocacy
Marketing Funnel Indicator
UX Methods:
Testing Process, Usability Testing,
Analytics, Split (A/B) Test, Heuristic
Analysis
1) Shape your ideas
2) Extract your hypothesis
3) Design your tests
4) Enter learning loop
5) Capture learning and next actions
6) Measure progress
Testing Process
MeasureMonitor performance Indicators, value proposition and customer’s satisfaction.
Target
Indicator
Building Block
50% 25%
30% increase inquiry
Exa
mp
les:
# users
increases online
traction
conversion rate from
existing customers to
online sign-up
(Examples)
trust ratings on
survey reviews
# of customers who
inquire new services
Gain Creators #1
Gain Creators #2
Gain #4
Pain #2