Mobile Banking UX Case Study: From Hated to Loved
It took six months for the Bank of Jordan’s mobile banking app to go from a 2.8 to 4.7 star rating on Google Play. How? By teaming up with UXDA to create a comprehensive UX transformation. This changed the app dramatically, making banking more accessible and convenient than ever before for millions of customers in the Middle East. In a step-by-step UX case study, we guide you through this unique digital transformation that completely changed the way so many people view their banking. The spring of digital transformation in banking In the last couple of years, there’s been a “spring” of a rapid banking digitalization in the Middle Eastern regions. Many huge and influential market players have launched new mobile banking apps for their retail customers. One such success story comes from our client, a well-known and respected Middle Eastern bank─the Bank of Jordan. Through a UX transformation, they have become one of the most dynamic pacesetters of the whole Middle Eastern banking digitalization. As the satisfaction rates of their clients have steadily grown since the launch of the new app, we are eager to share this victory story with our readers to demonstrate the huge impact user-centricity has on the success of digital banking. Problem: Frustration caused by complexity The initial Bank of Jordan (BOJ) app had quite a wide range of functions to offer its customers. Unfortunately, this often becomes a problem. Over-featurizing confused BOJ’s users, and they ended up desperate because of the inability to perform even simple frequently used actions like reviewing their checking account balances. Due to complexity and information overload, users weren’t able to use the mobile banking app to its full potential. In fact, customers had to go to the banking branch to do simple everyday operations like bill payments, even though they could easily have done this through the app. Users felt disappointed and frustrated while managing their money. The mobile banking caused many questions for the customers they weren’t able to sort out by themselves. As a result, there were plenty of dissatisfied customers who were angry about spending unpredictable waiting times at the branch and getting robbed of activities that are more important in their lives. In addition, the app looked and felt outdated and didn’t fulfill the users’ expectations on how modern mobile banking should look. The app was letting bank customers down, though it should do quite the opposite─support, assist and ease the daily financial lives of its users. The BOJ initial app’s Google Play rating was 2.8 stars out of 5. People were excessively complaining about its complexity, outdated look and overall inconvenience. If we take a look at the user reviews we have saved from Google Play, we see that users share their frustration with words like “PLZ update it to a totally new one” or “remove it forever.” ”Better to keep users from a heart attack while using it” or “Soo baad. If there is less than one star I will choose it.” The threat was rapidly growing─the more dissatisfied the users became, the more willing they were to switch to another bank. Challenge: Mobile banking app instead of a branch The Bank of Jordan came to us eager to majorly improve the way its customers managed their personal finances through the mobile banking channel. BOJ aimed to make the new app 100% user-friendly so that it would be easy to use and to understand. » Read More
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