We designed a 360 project for a South American bank: we investigated why customers still preferred the physical branch, and redesigned their digital environments with behavioral science.
Despite its efforts to improve digital banking, the bank found that a large percentage of its customers still preferred going to physical branches for their financial transactions.
The bank set out to understand the barriers and enablers behind this financial behavior in order to promote a smoother, more efficient transition to digital banking. It needed to move from intuition to concrete behavioral evidence about what held back adoption and what drove it.
We combined Behavioral Research, Behavioral Design, and an experimental validation plan to drive adoption of the bank's digital services, from behavior analysis to redesigning the user journey, the app, and the website.
Literature review, user journey mapping, UX audit, in-depth interviews with stakeholders and users, and market and opinion surveys to identify the specific barriers to digital banking.
We designed interventions to increase awareness of and confidence in digital tools: informational campaigns and a redesign of the user journey, the app interface, and the website.
We created an experimentation roadmap so the bank could later measure the effectiveness of each recommendation.
Resistance to digital change didn't have a single cause. It stemmed from a combination of factors throughout the entire user experience. That's why we intervened at every touchpoint: the website, in-branch service, account opening, digital credential setup, online banking, and mobile banking.
One of the reasons customers prefer traditional payment methods for financial transactions is the lack of optimization in the bank's digital services. To drive adoption, it's essential to reduce usage friction and improve the overall user experience at every touchpoint.
That's why, drawing on behavioral science, we redesigned the digital environments to increase their usefulness and ease of use, and to convey security and confidence when using them.