Beta testing a banking app to ensure regulatory compliance, while identifying opportunities to maximize user experience for all.
Simply meeting accessibility design rules does not translate into a delightful customer experience. As a result, organizations miss out on opportunities to maximize market capture. Overlooking a significant portion of consumers not only decreases potential returns but also neglects opportunities to optimize the design of financial products for maximal use by all.
By designing products from disability, banks and financial institutions can deliver delight to all consumers, thereby increasing revenues and gaining competitive advantage.
Identifying common PWD pain points when using mobile banking apps
Conducting amplified user testing of client’s banking app
Uncovering determinants of positive user experience
Ensuring banking app met or exceeded regulatory requirements
To analyze and address these issues, RoDG conducted a 30-day “secret shop” – recruiting PWD to use the banking app over the month-long period. Each user kept a detailed log of every transaction/interaction. These users engaged with the app as they normally would, without any assistance from RoDG. This allowed RoDG to uncover user insights without introducing any bias from researchers.
30-Day “secret-shop” by PWD customers – not disability advocates or activists.
Analysis of detailed user logs kept by secret shop study participants.
In-depth focus groups with study participants to uncover and understand demands, pain points and barriers.
Distillation of findings to emphasize user experience throughout the entire banking ecosystem – retail, online and customer service.
Leveraging insights from actual PWD users, RoDG assisted the client to shift their design thinking from mere compliance to instead maximizing customer experience – and thus revenue – throughout their digital design ecosystem.
Learning that up to 80% of PWD’s service interactions were failures.
Based on failure rate, broadening of client’s digital strategy to focus on human centred design.
Improving customer service experience throughout the banking ecosystem.
The App itself was technically “accessible”. The service around the App failed to meet demand.
