The various economic and social sectors have found it necessary to change their customs and protocols to deal with this situation, one of them being the financial sector.
It is in this context that Banco Pichincha, a bank known for its traditional culture, began to bet on digitization in its processes and raised its concern about the context, its customers, and their need for access and proximity to banks without having to leaving home.
Research Interviews U. Interface Ideation
JULY - AUGUST 2020
Due to the context, the bank needed to be able to capture their products while we remain socially distanced, and that this also serve for any emergency context.
Having the following objectives:
Capture savings accounts without the need for the client to be in the bank's offices, generate the better customer experience in the context of covid 19 as well as customer loyalty and facilitate the way they carry out their operations.
Nuestra solución se compone principalmente de 3 partes:
-Rediseño de la página Web
-Creación de un chatbot vía WhatsApp
-Solicitud, activación y validación de identidad 100% digital
Since Banco Pichincha has several financial products, due to the situation we decided to focus on savings which, according to figures from a report prepared by the consulting firm McKinsey & Company, would be increasing its percentage, since it is estimated that consumers would be cutting up to 50% of your spending, which in turn increases your preventive savings.
In order to find a solution to the challenge, we first needed to have a correct definition of the problem, we began the investigation from the inside: the bank.
Thus, in order to learn more about the business model applied to the company, we carried out a Business Model Canvas, thanks to which we obtained a lot of valuable information.
As the savings account opening process was something that already existed, it even had a certain "digital" option, we felt that we needed to know it first hand, to know how it worked and what could be improved, so each of us opened an account at through the different channels, to also live the flow that customers lived.
We conducted interviews to learn more about the company, so we sought communication with the people who were most involved during the process:
Since we decided to focus on independent workers belonging to generation X, we based on this profile for recruiting interviewees.
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We also analyze the national competition, putting weights according to defined categories regarding the opening of savings accounts.
Flor represents the characteristics and the common feeling of the investigated sector, through it we were able to know better and design always thinking about their needs.
According to the experience of the interviewees, a journey map was made where we took into account their actions, touchpoints, feelings and needs.
Thanks to the research we were able to discover many things, the ones that caught our attention the most:
Although they are people who mostly save (not in a bank), for them this was not a priority before and given the emergency context They have changed their perspective on saving.
“"Before I didn't give much importance to saving, but now I do, because in this context if you don't have money or work, at least you already have where to get to eat or buy something you need" Segundo,52 years old
They value human contact and feel secure in every step they take. They make use of technology; However, they prefer to carry out their digital processes accompanied by third parties, mainly for fear of making mistakes and the confusion caused by certain terms.
“It's very confusing, (the process) I had to ask my son for help. They use terms that I don't know” Antonio ,59 years old
Based on our findings, we realized that we had to take into account two special moments: before and during the opening process
Therefore we reconsidered the initial challenge, in two:
We had several sessions of How Might We? through which we were able to define the proposals. To then prioritize those that were most feasible and in line with our objectives and those of the bank.
Since the target users are people who use technology, however they need to be guided, we decided to use WhatsApp, since we could reduce the load of queries to the bank and at the same time use a more familiar platform for our users, through which they would be sent the videos, that's how we decided to make the scripts and develop:
Considering the fact that the bank already had an App and was very interested in customers using it, however it was an important point of pain that we found in users, we decided to build the solution taking advantage of this resource and following the bank's graphical line .
We were doing the test from the beginning, when we all experienced the flow firsthand by becoming clients of the bank, in addition to this, we tested several of our interviewees through the flow that the bank has. Collecting a lot of very important data.
Having developed the MVP's, we test them with target users, to identify our points of improvement and what options would help us.
Thanks to the results of this test, we were able to improve the flow we had and renew the end-to-end.
After the tests we were able to find some details in which we had to improve, also thanks to the constant communication we had with the team from Banco Pichincha we obtained a lot of feedback thanks to which we were able to iterate a few more times, to have as a result the proposal that we provided. .
