Meezan Bank

Enhancing user experience of digital
account opening journey.

Services

Usability testing, emotion responses assessment

Industry

Financial institutions

Taking Account Opening, One step Further

Meezan Bank, Pakistan’s first and largest Islamic bank, sought to enhance its digital onboarding experience. The goal was to streamline the Digital Account Opening (DAO) process to improve usability, efficiency, and customer satisfaction.

Our Role

To make Digital Account Opening seamless and accessible, we took a user-centered approach to redesigning the Digital experience, informed by competitive Heuristic Analysis with different financial platforms which included EasyPaisa, JazzCash, NayaPay, and SadaPay, and Usability testing of the Meezan Digital Account Opening application.

Understanding the Product Landscape

Before testing the Meezan experience with actual customers, it was essential to first analyze the product landscape to identify challenges and opportunities based on industry best practices and requirements. The competitors chosen were not banks, but rather Mobile Wallets that had a significant lead in terms of time taken and simplicity of procedure.

This comprehensive audit, guided by expert insights, ensured a smoother external testing process and helped enhance the overall user experience.

Learning from the Users

Usability tests with people of selected target groups, bifurcated based on age and literacy levels, helped understand the nuances that can derail or elevate the account opening experience for these categories of customers:
  • - Young digitally literate users (18-30 years).
  • - Older, semi-literate users (30-50 years).
  • - Users with limited financial literacy.

Making the Flow, not just the Steps

The participants who performed the Digital Account Opening process did not just provide insights into usability, but—on a more holistic level—revealed the emotional journey and more accurately measurable task completion rates, time taken, error frequency, and user frustrations.

Emotional responses were analyzed to assess confidence, frustration, and satisfaction levels throughout the process.

Reimaging the Experience

The detailed user insights, including observations of behavior, preferences, and feedback, resulted in proposed design changes to improve the efficiency, decrease friction, and clarify communication with customers.

The Impact

The redesigned Digital Account Opening experience led to:
  • - 50% reduction in drop-off rates during onboarding.
  • - Faster completion times.
  • - Higher user satisfaction, particularly among first-time digital banking users.
  • - Improved accessibility, ensuring ease of use across diverse customer segments.
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