The challenge
Rabobank underwent a 2 year digital transformation project to merge both Rabodirect (online savings and deposits) and Rabobank (Rural banking) brands and banking systems in Australia and New Zealand. As UX lead for this project, my role was to redesign the digital customer journey for new and existing Australia and NZ bank customers by creating a simple and intuitive user interface.
The previous user experience for both brands was outdated and had poor usability and navigation and a number of painpoints.
“I’m sorry but your internet banking site still leaves a bit to be desired. I feel it hasn’t kept up with the competition”
Customer feedback, 2017
“Your internet banking is terrible!”
“the only complaint I would have is the online banking system doesn’t work as well as it should.”
Scope of user experience work
- Onboarding new customers– resume applications and customers issued with customer IDs
- Secure login flow for new customer registration and existing customers
- New online banking user experience delivered for online savings (Phase 1) and scaled for Country banking customers (Phase 2) which is a niche customer segment
- Reviews with peers and stakeholders and working closely with the agile development team
Understanding the customer
- Workshops with call centre staff and user research interviews
- Analysis of customer data and analytics
- Manage usability testing with UX research consultancy of low to high fidelity prototype of entire customer journey
- Persona development
- Customer journey mapping
My approach
- Working in a self organising team within an agile environment. Collaborated closely with Product owner who can make decisions
- Establishing UX principles and guidelines to agree on direction with stakeholders
- Maintaining a customer centred design process incorporating usability testing and refactoring from customer feedback
- Design and online banking user interface that can be scaled for Country banking customers with extra features and higher usage
The outcome
- Intuitive banking user interface with key navigations items visible and easy to access
- Main banking tasks easily performed by customers e.g. Make a transfer, Viewing transaction details, Find statements
- Scalable design for country banking customers and complex banking tasks made simpler e.g. Batch payments, book a rate
