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Case: The digital bank

Handelsbanken

Mobile application

Brief

The task was to map usage problems in an optional service and propose improvement suggestions based on hypotheses around target groups, business goals, experience goals and desired conversion goals.

Challenge

I have re-designed the mobile app of one of the largest banks in Sweden, Handelsbanken. Handelsbanken is an interesting case from the aspect that they have for a long time been positioned as a bank with a local affiliation where the banking offices have had a great deal of self-determination. Handelsbanken has decentralized business activities and Handelsbanken has the largest amount of traditional bank offices of all banks in Sweden. However, in recent years, customers' behavior has changed and they prefer to manage their banking affairs on their own, reducing the need to visit offices. For Handelsbanken, this involves challenges in adapting its strategy and finding new ways to meet its customers.

The challenge of improving Handelsbanken's mobile service has been divided into two parts. The one part has been to improve users' interaction with the service and adapt it to better meet the needs of the target group. The other part has is related to Handelsbanken's business strategies and to handle the shift currently taking place from the local banks to the digital environments. I have therefore tried to find a possibility for young adults where they can interact with the bank on their own terms and where the interaction is partly reminded of the behavior of other social platforms. My solution aims at contributing to Handelsbanken's digital presence where knowledgeable advisors help and guide their customers to make good financial decisions.

Design process

The process started with desktop research about the current situation for local banks in Sweden, the financial habits of young adults and how they prefer to receive financial advice. Based on these insights, I interviewed 4 young adults in my vicinity in the ages of 18-26 to expand the knowledge about the behavior of the target group. The findings showed that young adults have other demands on banking services than older banking customers. This group havn't made an actice choice of a bank, they often become customers in the same banks as their parents. Furthermore, their threshold for changing banks is lower as they are not tied to loans and credits. They also have higher demands on the bank's digital services and accessibility.

The process resulted in four hypotheses about how young adults want to manage their private finances and new concepts of new features. The hypotheses are:

– The user wants to easily get an overview of his or her current balance for to see if there is money in your account.

– The user wants to pay bills in a smooth manner without spending time manually enter numbers.

– The user wants an overview of the transactions in order to feel control of their finances.

– The user is not engaged in his och hers savings and lacks the knowledge about how manage his or her savings in the best way.