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How to make a million.

TBC Bank understands that the better the user experience, the bigger the gains. That’s why they strive to provide the best multi-channel experience in Georgia. And that’s why, when they wanted to introduce the first native iPad banking application in the region, they turned to Box UK’s user experience and design team.

The results have certainly been far-reaching. The app plays a major role in TBC Bank’s multi-channel strategy - which has seen them grow their customer base to over 1 million, and increase the number of remote banking clients by a staggering 275% in just two years.

Mobile has made all the difference for TBC Bank. Now let’s see what it could do for you.

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.

Results

Through the delivery of the prototype and supporting documentation, TBC Bank was able to successfully release the iPad application on the iTunes store where it has, as of four months since release, received the maximum 5-star rating from all reviewers, with positive comments including:

“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.”

By underpinning all UX and creative design decisions with a comprehensive understanding of the opportunities offered by tablet applications, Box UK’s team ensured that the finished application would support TBC Bank’s strategic multi-channel goals, providing them with an outstanding platform from which to further develop their mobile and tablet services.

The iPad application plays a crucial role in TBC Bank’s wider digital transformation, which has produced remarkable results. They’ve seen a 275% leap in remote banking clients, taking online banking from 20% of business two years ago (with 60,000 customers) to 80% of business today (a staggering 160,000 customers).

Additionally, the user story mapping activities ensured that complex industry and cultural considerations were addressed from the outset; for example, the need to display information bilingually and support multiple currencies within a single account.

Box UK continues to work with TBC Bank to extend and enhance their digital services, working on a diverse variety of projects from their desktop banking portal and public website through to ATMs and kiosks.

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UX Design

Mobile Experiences

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