Experience Led Transformation
Customer experience design strategy for exponential adoption of Digital Channel for a Leading Bank.
Objectives
- To undertake radical end-to-end transformation of customer experience for digital channels.
- To become industry leader as Financial Services partner
- To service 70%+ customer service requests through Digital Channels
- To design and build platform with agility to add new business functionalities at faster speed without technology changes
Challenges
- Less conversions from Digital Channels for new customer acquisition
- Less adoption of Digital Channels for customer service requests
- Inconsistent user journeys across digital channels
- Time consuming lengthy steps to complete user transactions
- Custom development without platform approach requiring a lot code changes for adding / updating business functionality
Challenges
- Less conversions from Digital Channels for new customer acquisition
- Less adoption of Digital Channels for customer service requests
- Inconsistent user journeys across digital channels
- Time consuming lengthy steps to complete user transactions
- Custom development without platform approach requiring a lot code changes for adding / updating business functionality
Solution
User research by interviewing end-users and stakeholders to define human-centered design (HCD).
Identified end-user needs, current challenges, future expectations from future-state user journeys across digital channels
Created customer experience strategy to envision journey from current state to future state with simplified user journeys
Architecture and Design of Customer Experience Platform with reusable business components with agility to add / update new functionalities
Quick prototyping to seek early feedback from end-user during evolving phases of design so that design can be refined at early stages
Launched MVP solutions within 12 weeks of design strategy with continuous release of new business functionality.
Technology
Adobe Experience Manager, Angular JS, HTML/CSS, Java micro-services, Adobe analytics, Adobe campaign, AWS cloud, DevOps, SAFe agile execution
Outcome
100% consistent brand experience
12 weeks for first go-live of business solution
75% of customer service through automated digital channels
20% new business from online channel
25% increase of conversion ratio
50% increase in digital channel adoption by end-users
25% reduction in user time to complete online transaction.