PROJECT OVERVIEW
Aktif Bank, a leading financial institution, aims to enhance its digital presence by renewing its corporate website, internet branch, and mobile application. The goal is to provide a seamless user experience across all platforms, improve customer engagement, and increase online transactions. This UX case study outlines the design process and key considerations for the successful renewal of Aktif Bank's digital channels.
Role
Time
Collaboration
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Design process
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Wireframing
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UX/UI design
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Prototyping
5 months
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Cihangir Eryıldız
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Zerrin Aktaş
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Ahmet Çukuryurt
01
UNDERSTAND
User Research and Surveys
To better understand the needs and expectations of Aktif Bank's target users, extensive user research was conducted. This involved surveys, interviews, and usability testing. The research revealed the following key insights:
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Users expect a user-friendly interface with intuitive navigation and clear visual hierarchy.
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Accessibility is crucial, and the design should consider users with varying levels of digital literacy.
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Users want to easily access account information, conduct transactions, and manage their finances from any device.
User Interview Workshop
Information Architecture
‘It’s very hard to find the product I want from the website menu. I can never find it’
Applying Process
‘When i'm on the application pages I can’t apply to the product I want. ’
Search Engine
‘Search is not working properly. I have never seen the page I look for on the search results’
Mobile Friendly
‘The app is not working on mobile or tablet. It can't resize on different frames’
Usability
‘Some buttons are not working and on some graphics half of it is visible half of it is not'
Competitive Analysis
A comprehensive competitive analysis was conducted to assess the strengths and weaknesses of other banks' digital channels. This analysis helped identify best practices, industry trends, and areas for differentiation.
CX Trends on Banking
Sell vs. Serve
Emotion vs. Information
Solutions vs. Features
Disruption vs. Protection
Linear Flow vs. Fragmentation
Content Hub
Advanced Psychology vs. Neurology
Conversational experiences
UX Trends on Banking
02
DEFINE
Behavioral and consumption patterns of potential customers
Understanding these behavioral and consumption patterns of potential customers in banking is crucial for financial institutions to tailor their products and services to meet customer needs effectively. By aligning their offerings with customer preferences, banks can enhance customer satisfaction, loyalty, and retention.
Data User Behavior analysis
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Traffic Analysis: Analyze website traffic using tools like Google Analytics to identify popular pages, traffic sources, and user demographics.
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Bounce Rate: Identify pages with high bounce rates, indicating potential issues with content relevance or user experience.
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Conversion Funnel: Track user journeys through the website to identify drop-off points in the conversion funnel, helping optimize key processes.
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User Journey Mapping: Understand the typical user flow within the internet branch and mobile application, identifying areas where users might encounter difficulties.
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Task Completion Rates: Analyze how successfully users complete essential tasks like fund transfers, bill payments, and account management.
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Error Logs: Review error logs to pinpoint technical issues affecting user experience, such as login failures or transaction errors.
Key Findings and Insights:
💁 Common Pain Points;
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Users struggle with finding relevant information on the corporate website, leading to high bounce rates on specific pages.
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Navigation complexity within the internet branch and mobile application hinders seamless user journeys.
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Slow loading times on certain website sections frustrate users and impact engagement.
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Users encounter technical errors during transactions, resulting in frustration and potential abandonment.
🙏 User Preferences:
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Users prefer a more streamlined and intuitive navigation structure across all platforms.
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A significant portion of users seeks better mobile responsiveness and accessibility features.
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Users value a visually appealing and consistent design language that aligns with the bank's brand identity.
🎯 Opportunities for Improvement:
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Implement an improved information architecture for the website, ensuring relevant content is easily accessible and reducing bounce rates.
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Enhance the internet branch and mobile application navigation by simplifying menus and incorporating clear calls-to-action.
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Optimize website loading times through caching and other performance enhancement techniques.
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Conduct a thorough technical audit to resolve transaction errors and improve overall platform stability.
Current UX Audit
03
IDEATE
Design Approaches
Based on the research findings, the following goals and objectives were established:
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Improve overall user experience and engagement across all digital platforms.
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Enhance the accessibility and usability of the corporate website, internet branch, and mobile application.
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Streamline user flows and simplify navigation for key tasks such as checking balances, transferring funds, and applying for loans.
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Develop a visually appealing and consistent design language to strengthen the Aktif Bank brand.
UXD
MANIFESTATION
Information Architecture
The next step was to develop a clear and intuitive information architecture for the digital channels. You can click on the IA image to have a better visibility and zoom in.
04
DESIGN
Wireframes
Wireframes were created to visualize the structure and layout of each page, focusing on content prioritization, functionality, and user flows. The key considerations were:
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Clear and concise navigation menus to provide easy access to different sections.
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Consistent placement of key features and functions across platforms.
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User-centric content organization to match users' mental models.
Home Page Desktop/Mobile
Product Calculator Page
Product Listing Page
Product Detail Page
Navigation/ Mega Menu / Search
Hi-Fi Designs
The visual design phase aimed to create an appealing and user-friendly interface that aligned with Aktif Bank's brand identity. Key design decisions included:
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A modern and clean design style with a visually consistent color palette and typography.
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Effective use of white space to enhance readability and reduce cognitive load.
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Clear visual cues and affordances to guide users and indicate interactive elements.
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Responsive design principles to ensure a seamless experience across various devices.ions were:
Strengthened Brand Perception
The visually appealing and consistent design language across all platforms helped strengthen Aktif Bank's brand perception. Users recognized and associated the user-friendly experience with the bank's commitment to customer satisfaction.
Home Page Desktop/Mobile
Other Pages
Mega Menu Desktop/ Mobile
We provided a modular and sustainable experience with a mobile-first design and technology approach. We increased user satisfaction by providing an uninterrupted experience on desktop and mobile devices.We used modular screens integrated with our Content Management System and dynamic product pages designed in a simple and understandable architecture within a lean navigation structure. We have created a website where users can access all information easily and quickly.
Prototype
Interactive prototypes were developed to test the usability and effectiveness of the proposed designs. Usability testing sessions were conducted with representative users to gather feedback and identify areas for improvement. Iterative design changes were made based on the testing results to refine the user experience.
Here are some potential areas we observed and try to have some learnings from prototype testing:
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Usability and Navigation
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Mega menu Usability
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Content Relevance and Clarity
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Visual Design and Brand Perception
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Responsiveness and Cross-Device Experience
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Transaction Flows and Security
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Accessibility and Inclusivity
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User Preferences and Expectations
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Error Handling and Recovery
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Feedback on New Features
05
LEARNINGS
Feedbacks & Conclusion
🪄 Improved User Experience
The renewed digital channels of Aktif Bank provided users with a significantly improved experience. Users reported higher satisfaction rates, increased ease of use, and faster task completion times.
💸 Increased Engagement and Transactions
The streamlined user flows and enhanced accessibility led to increased user engagement and a higher volume of online transactions. Users found it easier to navigate the platforms, access their account information, and perform desired actions.
📱Better Mobile Experience:
By adopting responsive design principles, the mobile application now offers a seamless and user-friendly experience on various devices. The mobile app's improved performance and accessibility have driven higher usage and adoption rates among mobile users.
New Website
Old Website
☘️ Positive Feedback and Retention
User feedback following the launch was overwhelmingly positive. The renewed digital channels of Aktif Bank received praise for their simplicity, clarity, and responsiveness. This positive reception contributed to increased customer retention rates.
-Out of 20 customers 15 expressed that the design felt more intuitive and they felt more in control during the tasks
-After the redesign user session durations increased by 30% indicating better engagement.
-Oversaw a UX redesign leading to a 25% of boost in user retention, addressing core navigational issues.
In conclusion, through thorough research, iterative design, and development, the renewal of Aktif Bank's corporate website, internet branch, and mobile application resulted in a significant improvement in user experience, increased engagement and transactions, and a strengthened brand perception. The user-centric approach throughout the design process ensured that Aktif Bank's digital channels met the evolving needs and expectations of its customers.
