First Abu Dhabi Bank End-to-End journey digital customer acquisition
FAB Instant Banking
“Blue Sky”
FAB Mobile Banking Onboarding Customer Experience.
—Enable seamless and instant banking experience by providing instant, embedded and convenient access to all products and services.
—The customer seeks insight into which product is right for them, forward to the application process and onto issuing and instant use of that product.
—No login required; you can check out as a guest.
—Product eligibility is clearly communicated..
—The onboarding process is easy and succinct
—Estimate delays and provide a clear solution.
—Partnership with UAE government digital ID is extended to help assess credit worthiness for instant card, personal loan and credit approval.
Where did we start?
Find / Define / Design
Put users in the center & business right next to it.
Work in an iterative, flexible & collaborative manner.
Remember, we are not designing things. We are designing behaviors.
Know what branding promises & go beyond it.
Electronic KYC [know your customer] with UAE government digital ID , Near Field Communication and Biometrics
Digital banking platform “Blue Sky” by FAB and Smart Dubai in the UAE are each releasing new biometric services for opening accounts, credit cards, personal and auto loan using electronic Know Your Customer.
Personalization and contextualization
Delivers relevant content and functionality to the user.
UX writing
FAB Instant banking writing is based on three simple principles: be respectful, be useful and be transparent.
Blue Sky messaging & automation
The benefits: stimulate user engagement, increase conversion and improve customer retention. Types of Push, a. informative and supportive b. marketing and promotional and c. rating or survey messages.
Onboarding AI and natural language processing (NLP)
Capabilities which enable smart bots to take a customer through this journey and set of tasks so that they can receive approval in a single conversation.
An approach to solve complex backward navigation
Simplifying complex backward navigation/ the onboarding experience has many steps involved. When we looked to find new solutions to navigation patterns we came across BurgerCrumb which improves the functionality of the interaction.
For more information see below:
Auto & personal loans strategy
Auto purchase & finance entirely online.
Looking beyond credit scores, unique assessment.
Working with dealerships, not against them.
UAE dealer-free auto display with beacon technology.
Onboarding usability testing
Testing Goals
The objective is to provide, in a quick and frictionless manner, an intuitive and fully digitized contactless customer-centric onboarding journey for new and existing bank customers. To ensure we achieve business goals, customers do an end-to-end user test to validate the “Blue Sky” journeys.
Testing KPIs
Validate if journey is intuitive and customer-centric.
See if users able to successfully work through the entire journey in a timely manner.
Ensure customer-friendly language while identifying points for improvement.
Uncover motivations for getting credit cards and loans.
Demographics
Eyetracking highlights
“...seemed very fast compared to other auto and personal loan applications. I like that in the comfort of my own home I can apply for all this in less than 30 minutes.
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Key findings
Framework
Pain Points
“Oh no, hope I did not lose all the data now, [went back to app], ok phew...Save and retrieve is an excellent feature.
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What I did
Conduct research and strategy. Onboarding for Credit Cards, Bank Accounts, Personal Loans, Auto Loans and Mortgages. Mobile app concept development. UX leadership, design, prototyping and testing. Design pattern library development
Outcomes
Positive App feedback
93%
Increase in mobile conversion
2x
In collaboration with:
David Horton / founder / thynkdigital.com
Wassim Melhem / program manager / blueshift.ae
Clo / lead product designer / claudiamauro.com
Eloísa Rodriguez / user experience designer
Ramiro Guevara / lead designer
Barjinder Singh / lead designer / mrsingh.pro
Onaizah Panhwar / Manager at Bain & Company
Karim Chehade / Case Team Leader at Bain & Company
Malith Gunawardene / Head of Digital Acquisition at FAB
Paul Shaw / Chief Data Officer at HSBC