Digital Sales
My Role: Lead Product Designer
As a lead designer I'm responsible for an award winning major revenue generating and the most time saving module of the secure mobile banking app for Scotia Caribbean which is used by millions of users across 8 different countries.
Mobile banking users can apply for a Term loan, Credit Card, Loan Top up and Open a bank account in less than ten minutes.
In my tenure we launched more than seven different products across three different countries, all of them being very successful from user adoption and business value standpoint.
The most innovative product of all these was the one we launched during the early days of pandemic which helped thousands of users in reconciling their debts (Existing loan, Credit card balance, Overdraft) into one term loan with a minimal interest rate. This product was life saver for lot of our customers.
Note: To comply with my non-disclosure agreement, there is no confidential information in this case study.
The information in this case study is my own and does not necessarily reflect the views of Scotiabank.
Problem Statement
Users were looking for a flawless avenue to apply for their banking products, however it wasn't prevalent.
Application through the website was not so personalized and users found it difficult to decide which product suit them better.
The traditional way of applying to products by calling the customer care or in branch was so time consuming. An average branch wait time in the region is about 2-4 hours.
Solution
An app that empathizes for our customers and provides personalized product suggestion.
A digital sales platform that is scalable, manageable and over 90% automated to fulfill the customer requests.
A module that fully integrates with more than five different systems to provide a seamless experience to our customers.
Outcome
A digital platform where customers are able to apply for their banking products in less than ten minutes and mostly involves only 3-4 steps.
User adoption and conversation exceeded way over the OKR. This has resulted in a 65 per cent increase in digital sales for deposit accounts and 242 per cent increase for credit cards.
More products lined up to go on digital sales platform.
That challenge we took on us
This whole project was quite challenging from a product and design front. The reason was it involved stakeholders across multiple departments and multiple countries.
We did take it on us to educate and empower our stakeholders to think digital. The most important team of all this is our legal team.
Every product sale has pages of legalities that user has to be aware of. As a design team we tried to balance between what users must know vs what can go one level deeper. As a user advocate we did every single thing right from condensing the content, adhering to the legal, continuous testing to making sure our customers understand it.
Over multiple iterations we were able to arrive at the point where everyone was super delighted about it and the rest is history.
