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.
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 the maximum 5-star rating, 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.
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.
