Forging the path ahead
As the first bank in Georgia to launch iPhone, Android and BlackBerry applications, TBC Bank had established a reputation for innovation. Their new iPad app would serve as a flagship product for early technology adopters, further reinforcing the bank’s status as an industry leader - so the user experience needed to be exceptional.
An exceptional user experience depends on a rock-solid project vision, so that’s what we set about shaping first. It was informed by a detailed mobile discovery phase that included:
- Defining the bank’s strategic objectives
- An independent expert usability review of current applications
- Competitor comparison
- Research into mobile banking and general tablet best practices
- Identifying and mapping key user journeys
Mobile banking made simple
This enabled us to create designs that streamlined the most important journeys through the app by removing unnecessary steps and barriers to conversion - increasing the speed and ease with which users could complete common banking tasks such as transferring money, topping up mobile credit and keeping an eye on bank balances.
The designs also responded to the unique requirements of Georgian banking, such as the need to display information bilingually and support multiple currencies within a single account. And - anticipating sweeping design changes in advance of the major iOS7 update - a ‘flatter’ design was adopted over the more traditional skeuomorphic approaches used for other TBC Bank applications in the past.
Once we’d ensured TBC Bank had a clear, modern and user-focused interface, we could start introducing ‘delighters’ that would further enrich the mobile banking experience. This included bringing over a new Personal Finance Manager (PFM) tool from the web-based banking service but, of course, refining it to meet the specific demands of mobile so that users can explore and manage their finances wherever and whenever they want to.
Praise from all corners
The iPad application has been a big hit with TBC Bank’s customers - receiving the maximum 5-star rating in iTunes along with some really great feedback:
“I’m using this app on my iPad for a week now and I absolutely adore it! Very useful, user-friendly and so easy to use…and it’s fast!”
“Very useful app. Cool UI, Works perfectly. 5 stars.”
“Excellent user friendly banking application! Thanks.”
With services users love as much as this, it’s no wonder that TBC Bank’s multi-channel strategy has proven hugely successful. Within two years the number of online banking customers has risen exponentially from 60,000 to 160,000 - seeing online banking go from 20% of TBC Bank’s business to a staggering 80%.
And it’s not just customers that were impressed by our work either - the bank was also shortlisted for ‘Omnichannel FS Provider of the Year’ by the prestigious FStech Awards, and was named the Best Bank in Georgia 2015 by Global Finance Magazine.
Not surprisingly, TBC Bank has been delighted with our service. We think you will be too. Let's talk.