Soluciones Empresariales
Banco Promerica Costa Rica / UX / UI Design
The Challenge
The initial problem is that business-owning users take the money and transfer it to other banks. So the challenge is "Designing a differentiated value proposition so that the business segment chooses Banco Promerica as its fund management solution".
My Role
My role was to understand the needs of the business (Bank), define a segmentation of the Bank's companies and with that segmentation determine our user persona, in this case, it would be our business persona.
I was a participant in the entire process, from categorization, research, design, QA and data analysis after it went into the user's hands.
The goal is to place the products and services offered by the bank in solution plans for companies, that is, to offer them to the user as solution packages.
The process
We used the Design Thinking methodology and work in three main phases:
Empathize and Define:
1. Know and understand the business segment.
2. Define your customer journey
3. Apply validation techniques with companies in the segment.
4. Define customer problems and prioritize them
Ideate:
1. Brainstorming process.
2. Analysis and refinement of solution ideas.
3. Prioritization of solution ideas.
4. Definition of the solution concept and the value proposition.
Prototype and Testing:
1. Design of information architecture and user flow.
2. Structuring of plans, cashflow and commercial areas
3. Wireframe design, UI and testing.
4. Elaboration of HU and assets for development.
1. Emphatize & Define
After categorizing the segment of companies, we discovered that our business persona is Sonia, an women entrepreneur who represents "Grandes empresas", with more than 50 employees, retail, and with balances in monthly accounts more than $500,000 per year.
The objective of the phase is to understand the reasons why customers do not use our treasury products, find strengths and improvement points in the treasury part of customers who do use it and Identify what other needs business customers have that are not paid by the Bank.
After categorizing the segment of companies, we discovered that our business persona is Sonia, an women entrepreneur who represents "Grandes empresas", with more than 50 employees, retail, and with balances in monthly accounts more than $500,000 per year.
The objective of the phase is to understand the reasons why customers do not use our treasury products, find strengths and improvement points in the treasury part of customers who do use it and Identify what other needs business customers have that are not paid by the Bank.
We made interviews with users of differents companies and these are some insights that they told us:
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The client rescues the good personalized service that he receives from the executive, but in turn expresses disagreements regarding the products and services offered by the Bank.
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Table of Foreign Exchange and business TC mentioned as main products for companies. Those with less value are international transfers due to lack of agility and costs, cash accounts due to low yields, and online banking due to their lack of agility.
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The slowness of the processes, the lack of training and advice to companies are highlighted.
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The need for companies to obtain good returns on their accounts, lower costs and commissions that the Bank charges them, streamline processes, have digital and self-management options is a constant, and unfortunately all of them are weaknesses that the Bank has.
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The study shows the importance of talking in detail with the customer to understand their needs and frustrations. Companies do not see us as a bank that offers comprehensive treasury solutions.
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The Bank must strengthen the "Bank - Company" relationship throughout the customer journey, since there is no solid engagement with it.
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We lack communication channels with companies, and our own communication, as well as advice and constant monitoring of companies.
For a company to consider Banco Promerica as its main bank, it takes into account the following aspects:
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Profitability (good yields, low commissions and interest on loans)
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Short-term investment options (overnight)
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Accompaniment and good service
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Intuitive platform (bilingual and competitive)
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Agility in procedures related to products and services
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Effective and transparent communication (sheet)
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Security, trajectory and confidence of the Bank.
2. Ideate
We found three main problems:
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The user cannot find treasury business solutions on the bank's website that suit their needs and does not offer customization.
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The employees of the companies transfer their money to other banks, since they do not receive benefits or information.
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The user tries to seek advice from the Bank, there is no optimal digital communication channel specialized for companies and they feel lost when they cannot find the information and because they do not have someone to help them.
After understand which are the main problems, we made with the collaborative team, a benchmark, and ideate a lot of ideas that we have to prioritized and defined the value proposition, that is:
"Conquering goals together"
Forging close relationships, offering tailor-made treasury solutions that support the "Cashflow" needs of companies.
2. Prototype & Test
The design solution consist on:
"Offer the business segment a responsive web platform that is an informative solution of all Treasury products and services offered by the Bank and that in turn the user can request according to their needs".
The solution has main sections as:
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Business plans:
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Treasury without Limits: for the administration of the treasury.
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Maximum investment: to help the growth of the company, investing and obtaining returns, better rates
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Business cashflow: Space where users can learn about the cash cycle and support tools in the management of each stage.
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Solutions by commercial area: Section where users can find out about the different tools to facilitate operations.
We tested the wireframes with 10 users through remote interactive testing, which consists of:
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We test the usability of the platform, through scenarios and tasks.
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The user's perception of the use of the platform through the Usability Scale of a System (EUS).
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The value proposition of our solutions through an interview.
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We validate the information architecture, how the user would categorize our products and services according to what they interpret from the name or knowledge they have of the product.
Mónica
"Me parece que está muy completo, porque abarca desde lo más simple. Creo que si puede agregar valor en el tiempo de búsqueda para ver donde coloca uno el dinero o el efectivo"
Hernán
"Bastante bueno, bastante interesante, muy completo. Creo que se adapta muy bien a las necesidades de las empresas"
Greivin
"El que se sienta uno tomado en cuenta hace la diferencia, lo hacen sentir importante, siento que la página está bastante completa"
The insights was:
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Users require a value proposition differentiated from the rest of the competition, a value that impacts them and makes them want to request business plans.
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Most users do not understand some names of products and services offered by the bank, they know that there is a product that fulfills this function but they do not know what it is called in the Bank. Many names are not positioned for the client, so their search is difficult for them.
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At the interface design level, the layout of the content of the plans should be improved, to make it more interactive, attractive and engaging.
The solution
You can see the solution at:
https://www.promerica.fi.cr/banca-de-empresas/soluciones-empresariales/
After the 1st month of launching the site, I measured the CSAT, NPS through the Hotjar platform.
The CSAT has a score of 80% and the NPS of 78%.
The points to improve are related to the application forms of any product or service, it is shown through the heat maps, scroll and recordings that there is a backend error, because at the usability level the users fill out and send the form, but they are shown an error message saying that it could not be sent. Users try to submit the form up to 7 times, filling in the information correctly.
The alert is sent to the development department to correct the error.
