AIB Bank

Outline of project goals and deliverables:  

• Create a mobile first, best in class business banking website.

• Replace all content with non bank speak tone of voice.

• Only offer products and articles based on customer segmentation.

• Retain search rankings.

• Improve all customer / user journeys by in-depth research and wire framing and testing.

My role was to lead the UX/UI team with all design frameworks (8pt grid system), structure and educate the team, define all roles & responsibilities, work with the scrum master and BA to break out all user stories, epics and deliverables per sprint (fortnightly).

Research Phase

Personas

Based on the interviews/workshop we set up three personas per category (Startup, Retain, Grow). We referred to them throughout the entire product development process.

• While developing the personas we did a lot of existing SME customer research, involved product owners and stakeholders. I also engages with a research agency who provided a lot of industry research findings.

• I worked with my team to provide as much information about each of the personas (demographics, problems, motivations, needs, frustrations, etc) as possible.

• The product and dev teams were engaged along the process so they were kept in the loop regarding design direction and strategy.

•  The persona research was key to steering the user journeys and design output.

  
  

Customer Journeys

In order to get to know each personas behaviour better, we created Customer Journey Maps.

Process

• Based on the frustration, pain points and needs of each persona I facilitated workshops brought each company (on-site with SME's) through the current site and noted all issues to help ascertain the happy path for each persona/customer segment. 

• The main touch points, where the user contacted with the service, we noted and fed into wireframe design and flows.

• All pain points for the user were recorded during the use of the service and also drove UX output.

• A much more streamlined user experience was designed with improved functions and solutions to provide a more user centric product.

Interviews

At the discovery phase of the project, we conducted user interviews in order to get a better understanding of the problems and needs.

• Four SME's from each sector were interviewed (Startup, Small, Growth, Medium)

• The main insights we got from the interviews were very focused on the customers needs and frustrations with the current experience and services.

UX Whiteboard Sessions provide the team a channel and voice to propose new ideas, work out pain points and engage with stakeholders and development early on.