Case Study:
Easybank - Senior Friendly Banking Interface
Case Study:
Easybank - Senior Friendly Banking Interface
Embedded Files
Easybank - Senior Friendly Banking Interface
Overview
Overview
One of my passions over the last few years has been trying to increase financial literacy and accessibility. Whether that’s talking to friends and family or looking at current banking experiences and wondering if there are any accessibility gaps.
Based on this, I came up with a concept that could help seniors navigate their digital banking experience a little easier. This mobile concept is not without it’s constraint’s but in speaking to a few target user’s, gathering insights and discussing their problem areas in digital banking, it’s something that they would not only use, but find helpful compared to their desktop experience.
Discovery Insights
Discovery Insights
Based of user interviews and market research, here are some of the key insights from the targeted demographic in relation to the concept experience.
Market Insights:
Market Insights:
Largest transfer of wealth: How can banks supports the wealthiest generation and ensure they retain and potentially attract clients and usage for 55+ demographic.
Banks offer a senior rate for banking though have not yet focused on tailoring the experience to their needs. Companies like Uber are starting to think of this approach by offering a “Simple Mode”.
User Insights:
User Insights:
As users get older, they may have difficulty mnging ability to click small navigation buttons on a mobile screen i.e. Carpal tunnel, Vision, etc.
Older generations/retirees may have more free time on their hands and so may not be “rushed” to perform a banking transaction while on the go. This is different however when travelling and having to access information on the go.
With the cost of computers and mobile, for someone on a fixed income, tablets may be the happy medium for this demographic - with the ability to access both a mobile and web experience.
Usage Insights:
Usage Insights:
Notifications/Confirmation: Users may not be sure if they completed a task or may need a reminder.
Require quick access authentication: Not having to log in via their computer then get a text to their phone to add a code.
Privacy is important: Whether at home and especially when out and about, knowing that there data connection is reliable and transactions are secure will built trust and continued usage.
User Expectations:
User Expectations:
Expect accuracy and immediate confirmation; strong emphasis on security cues and session clarity.
Convenience and speed valued, but not at the cost of complexity; low appetite to switch banks or pay new fees for experience.
Cautious, pragmatic, and cost-sensitive; willing to adopt if onboarding guided by human support and if core tasks are faster and simpler.
Requirements
Requirements
Problem Statement:
Problem Statement:
Our strategy addresses the critical need to adapt existing mobile-centric service delivery to effectively engage and meet the unique expectations of high-value, non-mobile-using demographic segments.
Business Goal:
Business Goal:
Drive mobile-first servicing, including self-serve capabilities, first contact resolution and hyper personalization.
Proposed Digital Product:
Proposed Digital Product:
Easybank
Product Vision:
Product Vision:
A mobile banking experience that feels more like a friendly assistant than a tech product — large, clear, and intuitive with extra guidance and reassurance..
Proposed Outcomes:
Proposed Outcomes:
Increased mobile adoption (users 55+)
Feature usage and engagement
Increased NPS
Onboarding + Retention > Increased deposits = increased revenue
Northstar Framework:
Northstar Framework:
Product:
Product:
Mobile Banking App
Initiative:
Initiative:
A mobile banking homescreen that feels more like a friendly assistant than a tech product — large, clear, and intuitive with extra guidance and reassurance.
Leading Indicators:
Leading Indicators:
Breadth: # of new mobile users (over 55) per month
Depth: % of users using advanced features
Frequency: # of returning users
Efficiency: % of users reverting to standard version
Northstar Metric:
Northstar Metric:
Number of active mobile users per month
Business Goal:
Business Goal:
Drive mobile-first servicing
Stakeholder Alignment Proposal
Stakeholder Alignment Proposal
We want to build an enhanced home screen offering featuring large, clear, and intuitive quick action buttons, extra guidance and reassurance to increase our number of new mobile users (over 55) per month. This supports our overall strategy because it works towards increasing the number of active mobile users per month that will long term, lead to mobile first servicing supporting growth and improving client experiences.
Constraints
Constraints
Feature would need to be opted in to - which would either need to be implemented during onboarding process or after. In addition, would need to determine if this is something that can be turned on within the digital banking experience or if it’s a separate product that needs a support to be enabled. If not able to turn it on in app, does support user need to have human touch and education element.
Device diversity (older hardware, no data plans) may limit feature reach.
Trust and change aversion may slow adoption without strong human-led support.
Assumptions:
Assumptions:
Features would also need to be sized for tablet and touch screen computers.
Dependencies:
Dependencies:
Would need to leverage and pull transaction information from existing financial databases and support systems - especially in outage experiences/scenarios.
Branding needs to be consistent with other banking products and design systems.
User Stories
User Stories
Design Wireframe
Design Wireframe
Below is an example wireframe of what I think the MVP could look like based on the MVP and user requirements.
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