This was a part of a Digital Transformation process and it was born from a Discovery and research process within the Bank. It was focused mainly on strategy definition. We work with several areas of the Bank and carried out several workshops and ideation processes.
After a two weeks of workshops and analysis, several areas of work were defined and the team was divided between Service Design and User Experience. I was part of the User Experience team that designed all the portals.
Each of the bank's areas had its portal, its suppliers and its design. This hindered integration, data tracking and towards all less efficient processes. In addition to generating many usability problems and difficulty solving tasks. Entre los muchos problemas que encontramos resalto los siguientes:
We carries out user tests and interviewed stakeholders to define a User Experience Strategy, types of users and journey maps. Overall, we proposed two types of navigation:
I decided to make an heuristic analysis through all the Portals and a diagnosis of the information architecture, navigability and accessibility and then we set the main pain points to focus on:
Defining a search engine was one of the most interesting things of this process. On one side because we were going to be able to measure different types of behaviours and on the other side, we were going to obtain a lot of data. After some research we defined users for all the portals and we found out a common thing was that Customer Service was answering on the phone questions that were answered on the portals but were hard to find.
When the users were just looking for information or not stressed because of a problem they preferred a chat over a phone conversation. That's why we decided to use a chatbot that was able to redirect the conversation to a live chat. We created a character and a personality for each portal. According to the type of user and objectives of the portal, each chatbot had a different avatar and voice.
As the process was not implemented, we defined that its success, for the first stage, was going to be measured through tests with users.
So, we defined a system to know if a test was successful or not and to be able to compare it over time and iterations of the process.