BancaNet Enterprise — Research
Discovery phase for BNE redesign: competitive analysis, share of voice, user research, personas, and heuristic evaluation.
- Company
- Citibanamex
- My Role
- Lead Designer
- Period
- Apr 2018 – Jun 2019
Problem
Citibanamex recognized the need to revitalize its enterprise electronic banking web channel, facing low differentiation from competitors, general distrust of banking institutions, and the need to align with Bank as a Service regulations.
Research
Share of voice analysis: BBVA and CitiBanamex monopolized ~80% of the online banking conversation. Parametría survey: 53% of respondents distrusted banking institutions. UX heuristic evaluation of the existing portal. Persona creation (Edith). Voice of customer and current banking platform evaluation.
A new direction
Banking as a service for companies in Mexico
Citibanamex's enterprise banking business recognized the importance of revitalizing its web electronic banking channel. The main drivers were:
- It was crucial to improve the user experience in key features that kept them relevant
- They sought to remain the market benchmark through innovation and to exceed the average standard
- Transform the bank's infrastructure toward a Bank as a Service offering in line with the latest regulations
- The bank's brand had to be standardized and incorporated into the visual guide
The importance of listening
In today's digital context, banks must adopt an attitude of active listening to monitor what is said about their brands and competitors online.
Share of voice — Banks in Mexico:
| Bank | Share of voice |
|---|---|
| BBVA Bancomer | 56% |
| Banamex | 22% |
| XXI Afore Banorte | 9% |
| Santander México | 6% |
| Inbursa | 3% |
| Banco Base | 2% |
| Others | 2% |
There were two large banks that monopolized the online conversation with almost 80% of the share of voice: BBVA and CitiBanamex. A survey carried out by Parametría in Mexico showed that 53% of respondents distrusted banking institutions.
BancaNet Empresarial needed to readjust its product model with user-centered design, and offer a digital experience that would set it apart from the competition by innovating proactively.
Multichannel had to be paramount to allow users to be financially guided at all times across various devices, where they felt looked after and fully covered in their needs.
The goal was to build closeness between customers and enterprise banking to deliver better experiences, increase engagement and brand loyalty.
Clarifying enterprise banking
1. What is the landscape of BancaNet Empresarial?
In the news we consolidated the strengths and weaknesses of competing banks to inform the bank's platform staff.
2. Banking as a service
A powerful platform to offer a viable solution. Assessments of the bank's current state were carried out, including:
- General situation
- Assessment of current banking (General rating)
- Assessment of current banking (Demands)
- Voice of the customer
3. The personas
When presented and backed by qualitative data, it was easy to identify the challenges faced in offering the enterprise banking service.
Main persona: Edith — a business user representative of the target segment.
4. Heuristic and functional analysis
Objective: as the project moved forward, the first thing done was an analysis of all the possible user flows the end user carried out.
User Experience heuristic evaluation methodology with scale: Very Negative → Negative → Acceptable → Adequate → Excellent.
Every evaluation of the site seeks to have an up-to-date view of the elements that prevent improving the user experience.