Core Banking Design
One of the biggest banks in Vietnam serving 8 million customers
Stakeholders
UX and UI Designer
Engineers
Product owners
Change manager
Risk manager
My Contribution
UX research
Information architecture
Interaction design
UI Design
Usability testing
Duration
14 months
Summary
Solving personal financial problems for 3 million users. Becoming market-leading digital banking service in Vietnam in 2021
Approach
Research
Research methods
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Front-line interview
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Observation
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Survey
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Customer feedback database
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Secondary research
Research findings
The overall financial literacy of the population in Vietnam is low. Vietnamese scores for Basic Money Management and for investment remain lower than the region’s average.
State Bank of Vietnam (2015)
Opportunity
If people get their finances under control they will prosper and move up the product value chain
Transaction account
Financial wellbeing
Loyalty
Advocacy
Home loans
Saving account
Credit card
Insurance
Investment
Our design goal to improve the financial wellbeing of our customers
Sustainability
Managing money well from day to day, pay check to pay check. Living within your means.
Prosperity
Having the life we want, now and in the future. Achieving our lifestyle goals.
Resilience
The capability and capacity to withstand negative financial impacts.
Financial activities
We categorize user financial behavior into four types
Checking
Balance
Transaction history
Statuses
Statements
Responding
Paying bills
Transferring money
Requesting money
Dreaming
Home ownership
Car ownership
Retirement
Holidays
Planning
Calculating finances
Budgeting
Forecasting
Setting goals
Omni-channel design
The challenge is to make a seamless experience for our customers whenever they are
ATM
Branch
Internet banking
Mobile
banking
Call center
Mobile behaviors
Short sessions, snacking behaviors
Small, simple tasks
Single interactions
On-the-go
Transactional
Emotional
Simple content, decisions personalized
Highly interactive, conversational
Proactive opportunities
Computer behaviors
Long sessions
Detailed research
Complex tasks
High value, high-risk tasks
Planned sessions
Business orientation, serious work
Fewer opportunities for personalization
Impersonal and passive
Minimum proactive opportunities
Information architecture
Taxonomy
We tested on 475 participants to standardize groups, merge similar categories
Card sorting
Consolidate sub-categories with a high agreement rate into one top-level category using Dendrograms, Similarity matrix from Optimal.
Tree testing
Validate the hypothetical hierarchy generated by our card sorting
Design
UX Audit
To identify existing app issues, we do research on both sides of the organization and our customers
(1) Interview frontline personnel (2) Review online customer comments (3) Usability testing
(note: All users and company-related data is the property of the bank, it will not be shown here)
RED is everywhere
Brand color is red and it was forced to use illogically in the app and internet banking
Low-level scan ability
All accounts look the same, it is hard for user to detect their account type and amount of money
Affordance is weak
Model for interaction is inconsistence and quite old, user does not know where to tap and navigate
High complexity on process
There are many decisions to be made for a simple single transaction, the bank app gives users unnecessary question and tasks along during their journey.
Jargons from the bank
Bank jargon and financial marketing lingo confuses most consumers, slow them down in transaction. Our user are less confident when making a decision.
Improved personal finance management
Accounts management is an essential transaction on a daily basis of users. Our design makes users feel confident when it comes to their portfolio management.
Less confusion with moving money
We untied the concept of transfer, change the structure of moving money, and removed the options that are confusing to customers.
Seamless experience
across platforms
Design platforms to ensure that all conceptual models are developed to fit the mental models of users
Card interaction models make it easy to scan information
Our interaction model is a material cards model. This model provides for both simplicity and dynamic personalization. It is arguably the most scalable and versatile interaction model available.
Define semantic color scheme for better communication
only for marketing space in the app
indicate a bad or negative status or consequence
stands for a good, positive situation
indicates a critical situation or warning.
color as the regular, neutral state of all UI elements.
color for an information state.
Business optimization flow and process
We untied the concept of transfer, change the structure of moving money, and removed the options that are confusing to customers, This improves the improve the back-end development as well
Design system
Takeaways
Cross-functional collaboration
Design for growth and scale
Analytical & Strategic mindset
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