Banco Famsa's digital transformation

Objective

Design the Banco Famsa user experience strategy
Implementing the e-banking innovation trends in the financial market.

 

Banking innovation trends

  • New web page lay out

  • New online application experience, with fewer fields, attractive design and ease of use.

  • e-banking app redesign

  • Redesign the existing banking products starting with the credit card features

  • Change should be from the inside out impacting the design of the cards.

  • Implement the whatsapp assistance service with response times of less than 5 minutes.

New web page lay out

A benchmarking was carried out to know where we stood against our competitors. Multidisciplinary meetings were held with a delivery date of 3 weeks for the complete migration of the website, the areas involved were systems, marketing, product and general management.

New online application

Renewed with a fresh color palette, responsive design with validated and summarized fields, added locks to ensure correct filling and mitigate spam.

The old design had obsolete fields and was too long, allowing for errors, which resulted in a large percentage of ineligible applications.

Renewed with a fresh color palette, responsive design with validated and summarized fields, added locks to ensure correct filling and mitigate spam.

 

E-banking app redesign

In the previous version there were 4 screens before login, in the new version it was simplified to a single screen.

The top ribbon of options and general account information is replaced by a main menu and an account behavior graph.

The multiple menus are eliminated, leaving only one hidden menu that is displayed when clicking on the account or account number to be transacted.

The account detail options menu is replaced and eliminated, and in its place only the balance and account number are shown with graphical information.

Credit card product redesign

We made a benchmarking to know the market and improve the product features, after that we meet with the product leaders and designed the loyalty program for the bank already mentioned to give value to our customers.

Features & grapic redesign

After the market research (interviews and benchmarking) we decided:

  • Redesign materials

  • Implement the loyalty program (electronic money per use).

  • Grant free annuity for life subject to purchase regardless of the purchase amount.

  • Promote VISA benefits

  • Add an attribute that respondents considered important: "Security".

The research showed that it was time for an image redesign so we met with the creative and design team together with the product team to brainstorm and create the new designs.

Credit Card redesign

 

Whatsapp implementation

 

The research we did showed that most of our customers on the sales floor did not know how to make a complaint, since we are a retail bank they are lost when they need help, that's why we used technology and implemented a campaign based on a pain point making a hybrid of traditional media on the sales floor with a digital contact.

 

This whatsApp number associated to a business account was disseminated in social networks as well as in the corresponding Banco Famsa page.