Global Bank

Crafting a seamless experience worldwide or in other words, how we ensured global UX consistency and enhanced user journeys for a Major Bank.

Customer Journey Blueprints

UX Design

Project overview

Industry:

Banking

Market:

Global

Year:

2023

Duration:

4 months

My role:

Senior UX Designer

Client:

A global bank serving 38 million customers, across 50 markets.

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Problem

How to make sure 38 million customers across 50 markets have a unified experience?
How to streamline all user journeys for a company and a mobile app of this size?
And how to deliver not just a unified experience, but a best-in-class one?

How to make sure 38 million customers across 50 markets have a seamless and unified experience?

How to streamline all user journeys for a company and a mobile app of this size?

And how to deliver not just a unified experience, but a best-in-class one?

Our task was to achieve these goals by designing global journey blueprints for 66 user journeys across 8 value streams. These journeys, already shaped through close collaboration with users and validated within their respective markets, meant our focus was on optimizing and aligning them globally, ensuring a consistent and exceptional user experience across all regions.

Our task was to achieve these goals by designing global journey blueprints for 66 user journeys across 8 value streams. These journeys, already shaped through close collaboration with users and validated within their respective markets, meant our focus was on optimizing and aligning them globally, ensuring a consistent and exceptional user experience across all regions.

The team

Our dynamic 12-member team was organized into PODs of two designers each. Despite our individual focuses, close collaboration was crucial due to the interconnected nature of the journeys.

The Approach

Discover

Diving deep into documentation.
Conducting competitive benchmarking to spot best-in-class experiences.
Analyzing existing journeys for simplicity, comprehension, structure, and regional requirements.
Evaluating design system usage to ensure consistency.

Design

Defining a unified journey flow, also known as the happy path.
Standardizing design system usage to ensure cohesion.
Defining fixed vs. configurable components and their variants.
Including unhappy paths and error messaging to prepare for every scenario.
Updating copywriting and prototyping the journey to bring our vision to life.

Document

Creating a unified journey blueprint detailing:

a) End-to-end unified journey flow.
b) Fixed vs. configurable components and their variants.
c) Comprehensive configuration documentation.

Creating a unified journey blueprint detailing:

a) End-to-end unified journey flow.

b) Fixed vs. configurable components and their variants.

c) Comprehensive configuration documentation.

The Process*

*This case study focuses on 1 of the journeys as an example.

Looking For Best-In-Class Experiences

Our journey began with inspiration. We explored products from various industries to uncover best practices in areas like accounts, lending, payments, messaging, security, dashboards, insurance, and wealth management.

Some slides from competitive benchmarking pptx

Understanding the Existing Journey

After many onboarding and briefing calls to grasp business objectives, customer needs, and navigate technical as well as legal considerations, we delved into the heart of the existing journey. We mapped the core journey, identifying potential challenges and market nuances. This thorough review helped us pinpoint opportunities for improvement, including design and copy recommendations.

Review of the existing journey

New And Improved User Journey

In our design process, we aimed for clarity and simplicity. We improved individual screens and entire user tasks, focusing on organization and understandability. We refined our designs through multiple iterations and review meetings.

Work in progress board of improved journey with notes and comments

Take a look at the transformation of the "About Me" and user details screens.

Old version:

New proposal:

Documenting and Detailing The Global Blueprint

Once our designs were evaluated and approved, we moved to the documentation phase.
We meticulously detailed the journey, distinguishing between fixed and configurable steps.
For screens with configurable elements, we provided in-depth documentation, covering their purpose, state or market configurations, display rules, and examples of all possible variations.

A close up of a blueprint with a comprehensive description and configurations

The Outcome

The result? A unified global blueprint that ensures a seamless, consistent user experience across all markets. Our work not only aligned with the bank's strategic goals but also set a new standard for delivering best-in-class service globally.

Personal Learnings

This project was a profound learning experience for me. Navigating the complexity of global markets taught me the importance of flexibility and cultural sensitivity. I honed my ability to collaborate across diverse teams, enhancing my communication and leadership skills. Most importantly, I learned the value of iterative design and the power of detailed documentation, which ensures clarity and consistency in large-scale projects. This project solidified my belief in the power of design to create seamless, user-centered experiences across varied contexts.