How i brought about not only a visual change but a functionality change as well in HB ancient banking system
A lot of customers were switching to different high street banks just because our digital offering was abyssmal. I CHANGED that.
Product designer
6 months for accounts overview, 4 months for template management, 3 months for card controls
5 PMs, 10 devs, 2 user researchers, 8 QAs and more
Web
5,000+
Project Overview
The Challenge: Where do i even start? Handelsbanken's digital offering was just so poor, that customers had to call up the branches to make a payment, look at their accounts, activate or freeze their cards, manage templates (including deleting payees and templates). They started to leave, switch to high street banks or challenger banks. Something had to be done in order to keep our customers.
My Solution: I redesigned and designed their accounts section, their templates management screens, card control screens from ground up, whilst working with severe constraints which is common in security focussed traditional relationship focussed banking systems.
The Impact
Customer retention went up by 70%. Online banking experience rating went up by 100%.
35%
Improved onboarding process
25%
Increase in user retention
84%
Increase in time spent on website
The Business Problem
Handelsbanken is a relationship bank, where all the decisions related to customers are made locally at the branches rather than them following a central model - so in a way it is decentralised. Because of this it was very tough to cater to every set of customers. But was known to us was that the personas formed - they were leaving us for other banks because of how severely lacking our digital experience was.
The situation I inherited:
Only 27% of users actively used the online banking services.
52% of high income customers were abandoning the bank.
The ancient and broken heirchy of IA was directly impacting the customers ability to understand the user flow.
The branch and cash managers were constantly frustrated by unsatisfied customers.
Why this mattered to the business: Due to the banks nature of business, every high inocme professional mattered so did state rich greys. With 52% dropping off meant that company was losing half the interest earned through deposits.