Bank X
Bank X is a new bank in Singapore that aims to provide the best online and offline experiences for youth and young adults.
Possible Touchpoints
Touchpoint 1: User search the bank online
Touchpoint 2: User reach the bank entrance
Touchpoint 3: User seek for assistance from the staff
Touchpoint 4: User getting the queue number
Touchpoint 5: User waiting at the seating area
Touchpoint 6: User interacting with the staff at the counter
Touchpoint 7: User leaving the bank
Possible Opportunities
How might we improve the queue system in the bank?
How might we shorten the waiting timing
How might we make use of digital to improve the overall experience
How might we gather feedback from the user?
Selected Bank
OCBC @Jurong Point
Address: Jurong West Central 2, B1-31/32 Shopping Centre, Jurong Point, Singapore 648886
Operating hours: 11am–7pm every day.
Rating: 3.1/5 By 46 Google reviews
Human Traffic: High traffic during lunch time
Observation timing: 11.00am to 2.00pm
Observational trials
Observations
Findings/insights from the bank observation exercise
There is always a row of ATM machines outside of the bank, which will provide different types of service. Including the deposit of bank cheque.
Customer will be greeted by staff at the front door who will provide assist. Together with the staff is a police officer, who guards the bank.
All the staff members wear former attire as their dress code. Customer can recognize them with the nametag that is pinned on their suit,
Customers will have to select the service they needed via the kiosk, only then they will place it in the queue.
Seats are provided in the bank. There is also a waiting zone where the customer can wait and check the digital TV for their queue number to appear under the different counter number.
User Journey
Findings/insights (Online Banking)
All the user have Online Banking and have use it before.
Most of them done really use the bank application very frequently. Mostly they use the feature like Paynow or just to check their bank balance.
Some of them find frustrated that when they go into the app, they will have to fill in a certain security details sometimes. Which can be quite irritating for them.
Long loading time for the app/website is also an issue.
They have high level of trust with the bank, as they felt that when the use the app they are not surrounded by people. When using the website, they will have to use the token or a code to access. Which build on the user trust and sense of secure.
They trusted the bank and felt that the online bank will keep their personal information save.
Findings/insights (Offline Banking)
The user don’t visit the bank often, and only goes down when it is something that can't be done online.
They usually goes just to accompany their parents to open a new account or investment.
Most of them felt that their experience with the staff was okay. And some mention that the staff will recommend for the plan in that the bank provide.
They also felt that the implementing of AI or digital is good because it make thing more convivence. But there are some who are worried because their parents may not know how to use and end up asking them for help.
Some of them have also tried the VTM machine which they find it very interesting.
Their frustrations or inconveniences usually come along with the long waiting time at the bank since there is nothing much they can do.
They also felt that the discussion period was too long. They are also angry that after a long wait, there are people who do not turn up for the queue.
Findings/insights (Others)
Most of them found that the online banking is more convinces as compared to the physical bank. As they can easy access at anywhere and anytime. Making it more flexible.
Most of them mention improving on the queuing system. Like allowing them to make pre appointment or at least on the queue paper show the waiting time or estimated timing. They felt that this will make the waiting time move more faster and convince.
Another suggest was to have form on the online platform. So that they will not have to go down the bank just to get a form and return to submit the form.
Empathy Map
Observations Study Details
OCBC @Jurong Point
Address: Jurong West Central 2, B1-31/32 Shopping Centre, Jurong Point, Singapore 648886
Operating hours: 11am–7pm every day.
Rating: 3.1/5 By 46 Google reviews
Human Traffic: Peek hour (3-6pm)
Observation timing: 2.00pm to 7.00pm
Observations
Findings/insights from the bank observation exercise
Many people visit the ATM machine outside the bank, and because the bank have transparent glass. People inside and outside can see each clearly. Which felt a bit awkward.
There was an Aunty that help trouble using the ATM so the staff who was at the entrance when off to help her, At this point of time the entrances was left empty.
Because of the covid situation, there is a limitation on the number of people that can go in. So, it took a longer time, some seeing the long queue when to some else before returning to check the queue again.
Most of the people only look at the screen when there is a “Ding” sound to see if it is their turn
The waiting increase because the staff try to sell other product even after the customer is done with their consultations. This increase the length of the session cause a delay in the queue.
Persona 1
User journey 1
Persona 2
User journey 2
Brainstorm
How might we shorten the waiting timing
To creating an efficient and smooth journey for the user?
Idea 1: Creating a system that will allocate user based on their needs. For example, for the once that are look for service that can be done online. Let them completed the service online instead.
Idea 2: Website online booking system, allow user to make appointment for visit before-hand. Let the user choice the time with the limited slots.
Idea 3: Allow the user to submit/download document or form before hand online, cutting down the processing time for the paperwork.
Selected Idea
How might we lessen the time spent waiting?
Selected Idea: 2 and 3
By creating an online website instead of an App allow the bank to reach out to more potential customer. Greater exposure of information it will be easier for the customer to search for resources needed.
The appointment and document can shorten the waiting time in the bank but cutting short the time needed for the paperwork done. Setting an appointment also set a limitation of the time the customer can spend at the bank. This will ensure that the flow of traffic is smooth.
Sketch of solution (Store)
Sketch of solution (Website)
Space – 3D model/2D drawing
Adding in a display screen outside of the bank, to let the customer who wants to visit see how long is the queue. As well as an estimated timing of waiting. This gives the customer more flexibility and choice.
Even if the customer did not do the online booking, they still can walk in.
Website – User interface (Overview)
Website – User interface (Appointment)
Pre-booking of appointments will allow better flow and arrangement of the traffic in the bank. It easier to access for all user even if they do not have an account with the bank.
Website – User interface (Document)
Allow customers to upload/download the relevant document. This would cut short the long process of paperwork and better the tacking system of the document.
Link to Figma in play mode: