UX Design – Case Study

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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ary

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

UX Cycle Model

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

Table

t Scree

n -

Po

rtrait (12

80

wid

th)

With

Me

nu

De

sign

1 23

4

5

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

Refine Learning & Continuous Improvement

Thank You!