A New Era of Banking
A New Era of Banking
A New Era of Banking
My Role
Lead Product Designer
Lead Product Designer
Lead Product Designer
My Tasks
UI/UX Design, User Research
UI/UX Design, User Research
UI/UX Design, User Research
Timeline
9 months
9 months
Timeline
9 months
Check It Out
Check It Out
💭 Overview
🧐 The Problem
Traditional banking rewards have prompted many users to leave the bank.
Traditional banking rewards have prompted many users to leave the bank.
89%
are unhappy with their bank’s current rewards offering
are unhappy with their bank’s current rewards offering
74%
feel their banking experience now is disengaging & cold
feel their banking experience now is disengaging & cold
33%
switched primary bank accounts for better rewards experience
switched primary bank accounts for better rewards experience
BCG study with 770 retail banking users
PROBLEM STATEMENT
How might we build and launch Odyssey to boost Monthly Active Users and increase Net Promoter Scores, thereby aligning with the bank's loyalty objectives and fostering lasting customer relationships?
How might we build and launch Odyssey to boost MAU and increase NPS, thereby aligning with the bank's loyalty objectives?
89%
are unhappy with their bank’s current rewards offering
74%
feel their banking experience now is disengaging & cold
33%
switched primary bank accounts for better rewards experience
BCG study with 770 retail banking users
🔬 User Research
Users' ideal rewards experience is flexible, where they are challenged to act and leaves space for suspense and surprises.
Users' ideal rewards experience is flexible, where they are challenged to act and leaves space for suspense and surprises.
Their ideal rewards experience is flexible, where they are challenged to act and has space for suspense and surprises.
“I like campaigns where you hit a target and they give you your reward. I used to plan my purchases around them”
👳🏾♂️ Bystander, M, 43
“Instant gratification is attractive, I like the idea of mystery, like spinning the wheel to make me curious.”
👨🏼 Go-getter, M, 31
"I want to save up and wait for the novelty and cool things that money can't buy"
👩🏻💼 Go-getter, F, 37
Interview with 4 participants
In-depth interview with 4 participants
“I like campaigns where you hit a target and they give you your reward. I used to plan my purchases around them”
👳🏾♂️ Bystander, M, 43
“Instant gratification is attractive, I like the idea of mystery, like spinning the wheel to make me curious.”
👨🏼 Go-getter, M, 31
"I want to save up and wait for the novelty and cool things that money can't buy"
👩🏻💼 Go-getter, F, 37
Cashback is king, but non-monetary rewards has its own appeal among the higher income earners.
Cashback is king, but non-monetary rewards has its own appeal among the higher income earners.
Cashback, interest rate and Grab vouchers are the top 3 preferred reward types.
Higher income earners significantly prefer non-monetary rewards, as they offer a novel experience.
A mix of cash-like incentives, Grab benefits and non-monetary experiences will allow us to reach both underserved & mass affluent.
Quantitative survey with 600 participants
In-depth interview with 4 participants
Cashback, interest rate and Grab vouchers are the top 3 preferred reward types.
Higher income earners significantly prefer non-monetary rewards, as they offer a novel experience.
A mix of cash-like incentives, Grab benefits and non-monetary experiences will allow us to reach both underserved & mass affluent.
Odyssey is important for the bank now for campaign launch efficiency and to reduce overall acquisition cost.
Odyssey is important for the bank now for campaign launch efficiency and to reduce overall acquisition cost.
⏳ Campaign Launch Efficiency
⏳
Campaign Launch Efficiency
⏳ Campaign Launch Efficiency
TODAY
Launching a marketing campaign with simple mechanics can take up to 6 months
Launching a marketing campaign with simple mechanics can take up to 6 months
with odyssey
Campaigns can be lived in the app within days
Campaigns can be lived in the app within days
🤑 Centralised Rewards Hub
🤑 Centralised Rewards
Hub
🤑 Centralised Rewards Hub
TODAY
Different products on the app have a separate way to track the cashback rewards (i.e. Debit Card Rewards)
with odyssey
Users can view all their rewards from the bank in one place
📲 Cross-Product Adoption
📲
Cross-Product Adoption
📲 Cross-Product Adoption
TODAY
Cross-selling is tricky as there is a lack of incentive for users with product A to adopt product B
Cross-selling is tricky as there is a lack of incentive for users with product A to adopt product B
with odyssey
Odyssey gives a holistic view of how other products can value-add
🎨 Design Process
Firstly, I started by mapping out the core user flows in the experience.
Next, I zoomed into redesiging some key screens according to UX heuristics and feedback.
The preceding designer who worked on this project had some initial design explorations. There were some feedback on the experience, which I made some changes to, before conducing a usability test.
Then, I mocked up the high fidelity screens on Figma to prepare for the usability test.
🧪 Usability Testing
After informal Guerilla Testing in the office, I took the designs to 4 real users to validate the concept, designs and experience of Odyssey.
Current banking reward experiences are perceived as transactional and stressful, in contrast to the idea of an exciting journey with GXS Odyssey.
“Banking makes me feel stressed - there's a lot to keep up with, much as fulfilling interest rates and I'm not eligible for most things. It's tiring to keep up with all these information."
👩🏻💼 Go-getter, F, 21
“I would ideally feel rewarded if it helps me to keep in line with my financial goals - I'll feel good about that."
👨🏼 Go-getter, M, 33
Current banking reward experiences are perceived as transactional and stressful, in contrast to the idea of an exciting journey with GXS Odyssey.
💪 STRENGTHS
MVP starts off strong: the onboarding design is very surprising and exciting - hypes users up for new possibilities / experiences
Onboarding design is very surprising and exciting - hypes users up for new possibilities
Designs are intuitive and straightforward: users can understand what missions are, how to complete them, and find or claim rewards
Designs are intuitive and straightforward - no usability issue
😥 WEAKNESSES
MVP’s focus on missions over progression can potentially promote transactional behavior / short-term loyalty, much like other traditional banks (i.e. complete-and-quit)
MVP’s focus on missions over progression can potentially promote short-term loyalty
Inconsistent narrative: starts off with a fun space-themed exploration, but dives quickly into a ‘checklist’ of standalone missions
Starts off with a fun, but dives quickly into a ‘checklist’ of standalone missions
Odyssey flows are isolated from the rest of the GXS experience
💡 Recommendations
We should aim to improve post-onboarding narratives and consider integrating Odyssey touchpoints across the GXS app
Aim to improve post-onboarding narratives and integrate touchpoints across the GXS app
🎉 & with successful rounds of testing,
we launched Odyssey MVP! 🎉
🎉 & with successful
rounds of testing,
we launched Odyssey MVP! 🎉
☄️ Final Designs
Onboarding
Onboarding
An animated onboarding journey sets our customers on an Odyssey of their financial journey with us, the bank, as their trusty guide.
These sets of lottie animations have garnered positive feedback in allowing Odyssey to stand out among the other banking products.
An animated onboarding journey sets our customers on an Odyssey of their financial journey with us, the bank, as their trusty guide.
Missions
Missions
As we tactically launch missions to users based on their financial goals and rewards preferences, they will be able to slowly work towards their long-term goals. Such presentation of missions have garnered positive sentiments with our customers, while maintaining the branding of the bank.
As we tactically launch missions to users based on their financial goals and rewards preferences, they will be able to slowly work towards their long-term goals.
Such presentation of missions have garnered positive sentiments with our customers, while maintaining the branding of the bank.
Such presentation of missions have garnered positive sentiments with our customers, while maintaining the branding of the bank.
Rewards
Rewards
I wanted to introduce a nice element of surprise with graphics and animations when users are eligible for a reward after completing a mission.
I wanted to introduce a nice element of surprise with graphics and animations when users are eligible for a reward after completing a mission.
💭 Reflection
This is only the beginning.
I deeply appreciate the opportunity to do something crazy in the banking app. Tough decisions, endless conversations and many compromises were made - all to build a better product for our users.
Shoutout to the awesome and capable Loyalty squad at GXS bank - for being the best team I've worked with. From the PM, Darren Ger, to our front-end, back-end and QA engineers for being so dedicated to delivering the best experience. Also, a huge thank you to Ryan and Sunny, designers who came before me and laid a solid foundation for Odyssey, allowing me to take it to the next step. 🙇🏻♀️
Shoutout to the awesome and capable Loyalty squad at GXS bank - for being the best team I've worked with. From the PM, Darren Ger, to our front-end, back-end and QA engineers for being so dedicated to delivering the best experience.
Also, a huge thank you to Ryan and Sunny, designers who came before me and laid a solid foundation for Odyssey, allowing me to take it to the next step. 🙇🏻♀️
