BACK TO All Work

Better Digital Banking With Human Touch

Enhancing the human touch for a better digital banking experience

MA 2020/2022
Keywords
Human Touch, Digital Banking, Transformation, Connection, Guidance
Overview

The project aims to achieve a win-win situation for both users and banks by improving the humanised performance of online banking services—that is, on the one hand, allowing more people to accept online banking and enjoy the convenience of online banking, and on the other hand, promoting the digital development of banks. The service solution we provide has three parts. The first part is to educate users on the hands-on capabilities of using online banking apps through a toolkit and enhance their knowledge of digital operations. The second part operates by optimising the interaction process of online banking business processing, helping users to find the required functions clearly. The third part, by building a user feedback collection platform to better listen to users' voices.

Collaboration

Supervisor: Andrea Edmunds

Partners: Nationwide

Teammates: Ruobing Du, Lin Wu, Yihuang Wang

Background

Enhancing the human touch for a better digital banking experience

The development of the Internet has empowered all kinds of traditional industries, and digitalisation has become involved in all aspects of people's lives, and banks are no exception. As banks have digitalised in the UK and Europe, obstacles to this process have emerged. Such as, people or businesses who do not adopt or accept the digitalisation of the Internet (i.e., online) have become a key difficulty on the road to digitalisation for banks. At the same time, in the context of the epidemic, online banking users have proliferated, users' demands for service quality have increased, and dissatisfaction continues to emerge. For Nationwide, there are also some individual problems. On the one hand, Nationwide's new user growth is lower than other emerging banks; on the other hand, nationwide lacks a deep understanding of users' needs and pain points. Improving these issues is the goal of this project.

PROBLEM DEFINE

Based on the above statement of the situation, we can ask the questions: Why is there a segment of the population that does not accept Internet digital banking well? We conclude that there are two reasons. From the bank's perspective, the current user experience of online banking lacks a human touch and the experience needs to be improved. How to make the operation smoother and help users solve their business needs efficiently online is the hard part. From the user's perspective, some users themselves are not sensitive to the Internet, while digital banking is difficult to operate and has low trust, and they are easily dissatisfied with the quality and efficiency of online services. Therefore, in order to help more users to accept digital banking, enjoy the convenience of the Internet, and save users' time cost, as well as to attract more potential members to join nationwide, we conducted a comprehensive service design optimization around the use of human touch in user experience, from three aspects: enhancing user awareness, clear interaction guidance, and efficient collection of feedback.

Why is there a group of people who do not accept Internet digital banking well?

What are the characteristics of this group of people?

How do they think about digital banking and branches?



 

SOLUTION EXPLORATION

The service solution we provide has three parts. The first part is to educate users on the hands-on capabilities of using online banking apps through a toolkit and enhance their knowledge of digital operations. The second part works by optimizing the interaction process of online banking business processing, helps users find the required functions clearly—the third part, by building a user feedback collection platform to better listen to users' voices.

DEVELOP

Through these service adjustments, we have activated the content of the existing "Help" module to improve the efficiency of users' access to new features. The "Help" module is a gateway to help users solve problems quickly. Both those unfamiliar with IT, and those who are used to using online banking, can receive continuous and timely tips and tutorials on new features. It is also highly visualized, less challenging to understand, and can be used repeatedly, which is very friendly to people who are not familiar with IT and will make it easier for them to grasp and lower the psychological threshold for customers.

 

For the third part, we provide an efficient and timely feedback platform for user comments and can quickly categorize user feedback in response, thus enhancing the user's customer service experience, which is an important way to improve

the user's goodwill towards the product. At the same time, the company can listen to users' voices in this way and involve them in the discussion of ideal features; the content can be precisely classified, which will also become the

best place to collect suggestions for the next iteration of the bank's features.

SPECIAL
THANKS

Special thanks to our tutor Andrea Edmunds and the Partner Nationwide, who gave us precious guidance and valuable feedbacks; to our interviewees, who shared their experience and knowledge and also gave us many fabulous shows.

Team
No items found.