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Reimagining How Families Bank, With Enhanced Digital-first Customer Experiences

A large global bank wanted to modernize an existing application that allowed parents to make secure payments to schools in the region. The bank had created an ecosystem in which targeted families could manage those payments. This presented an opportunity to widen the proposition offering and create more products and services to enrich those families’ experiences.

Synechron was tasked with reimagining the product roadmap and redesigning the application to transform this offering into a fully digital family banking solution.

In the discovery phase of this project, we conducted primary and secondary research, and collected various feedback from users. The data gathered enabled us to create personas, experience maps and feature ideation. Our findings highlighted gaps and opportunities in the entire customer journey that helped envision what the product proposition should look like in the next two years.

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Crafting the New Target Scope and Architecture Through Deep Analysis

Synechron’s delivery of this program included:

  • Conducting deep technical analysis, including API and vendor mapping, which became the foundation of our proposed target architecture
  • Performing a deep inspection of the previous app’s architecture using industry best practices around the technology and ecosystem criteria.
  • Discovering that: current onboarding for any bank offering has many friction points, user identity verification requires a physical national ID card, customers have to visit branches to complete onboarding; payments app is limited; no mechanisms exist for teen banking offerings to transition to full banking services; payments in existing bank offerings are not seamless
  • Analyzing the key user journeys, and mapping features against the technology that would underpin the product, including key APIs
  • Creating a detailed service blueprint
  • Capturing the new target scope, including 3rd party integration and the ecosystem that would be needed
  • Completion of the iterative design phase wherein we followed a standard design approach to determine the target architecture
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#1 We conducted critical research

We reviewed the existing customer experience and looked across the market to understand strengths/opportunities across regional and international banking products. From day one, our UX-researchers kept the user in mind, starting with remote interviews to gather qualitative feedback about their needs, goals and pain points while using the current app. In parallel, the technology stream performed an in-depth inspection of the existing architecture, benchmarking it against current best practices around the technology and ecosystem criteria.

#2 We envisioned the features

Based on insights from the earlier discovery phase, features were prioritized and mapped against the technology that would underpin the product. We created a detailed service blueprint, including key APIs, together as cross-functional streams of product managers, designers and engineers. Under the helm of the product stream, the team created a detailed analysis of 3rd party vendors in line with the business requirements for the product.

#3 We shaped the experience

Through multiple workshops, and in collaboration with the business, we defined the entire information architecture of the product and detailed user flows of key-journeys. After sign-off by all stakeholders, we began designing the wireframes to ensure a holistic end-to-end vision of the customer experience, as well as capture the final target scope and map out the ecosystem for 3rd party integrations required.

#4 We detailed the vision

With regular design reviews, and user feedback gathered from both moderated and unmoderated testing sessions, we made sure the product being built adds meaningful value for customers and solves their challenges. We created high-fidelity UI designs and prototype work to help stakeholders, team members, and users get a feel for the product.

#5 We planned a sprint-based MVP delivery

Leveraging the knowledge of all streams, we created a robust delivery plan covering all aspects needed to successfully build the product. This included User Stories as well as a detailed sprint and release plan. We will kick off a planned sprint delivery to ensure that the product is designed in detail, with regular testing cycles in parallel to the build.

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Synechron’s Key Success Factors

Throughout the discovery process, the customer’s voice and experience was key and we started by speaking to users early. We conducted various types of feedback sessions. We also gathered business input on a bi-weekly basis.

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