Enhancing user experience of Meezan Bank's digital account opening journey.
Services
Usability testing, emotion responses
assessment
Introduction
HOW IT BEGAN
The State Bank of Pakistan has mandated that all banks offer digital platforms for opening bank accounts. This initiative aims to simplify the process and expand access to banking services. It targets unbanked individuals, enabling them to enter the formal financial system. By providing online channels, the mandate promotes financial inclusion.
Our ROLE
Meezan Bank partnered with Designist to conduct usability tests, evaluating both the user experience and emotional responses during the Meezan Digital Account Opening process. The aim was to assess the app's intuitiveness and overall user-friendliness.
Expert Audit
Before testing with external participants, we conducted a detailed internal review using heuristic principles to identify potential challenges and areas for improvement within the product.
This comprehensive audit, informed by industry expertise and best practices, ensured a smoother external testing process and helped enhance the overall user experience.
Persona development
The process begins by identifying personas to gain insight into the needs and preferences of various user types.
- Banked
- Unbanked
- Literate
- Semi Literate
Usability Testing
We conducted 20 tests accross 4 different persona types.
Recommendations
Designist created a detailed document outlining user insights from the testing phase, including observations of behavior, preferences, and feedback. Based on these findings, we recommended that Meezan incorporate the feedback and implement suggested changes to improve the overall user experience of digital account opening process.
Outcome
1) Usability Insights:
Targeted usability testing identified areas to enhance the Meezan Bank app’s intuitiveness for account opening.
2) Streamlined Process Recommendations:
Suggestions were made to simplify the digital account opening process for improved efficiency.
3) User-Centric Design Suggestions: User feedback informed recommendations for design changes to better meet customer needs.
4) Enhanced User Satisfaction:
Recommendations based on user testing aim to foster a more positive experience during account opening.
5) Data-Driven Recommendations: Insights from user feedback provided actionable recommendations for future app refinements.
