The app is designed for current account holders, including entrepreneurs, small businesses, and enterprise managers. However, many users still rely on physical branches, call managers for clarifications, and find digital journeys unintuitive or incomplete.
User interviews
Synthesis & analysis
Ecosystem mapping
Task analysis
Concept design
Research methods used
Our approach to the business banking journey
The question we had
How do we synthesize everything we heard and observed?
Sifting through data, we learnt
Every business has its own banking blueprint
Each user type operates within a distinct ecosystem of needs, environments, and relationships. Their financial behavior is shaped not only by what they do, but also by where, how, and with whom they do it. This lens helps us understand their digital preferences and choices during key financial tasks.
Sifting through data, we learnt
People over platforms: Trust still lives offline
This detailed breakdown captures how they interact with digital tools across core financial activities. We mapped their preferred channels, friction points, and behaviors, clearly showing what tools they rely on daily, what causes stress, and where meaningful improvements can be made.
Sifting through data, we learnt
Benchmarking revealed a hidden banking pattern
Through benchmarking, we uncovered a recurring structure followed by most banks—often unconsciously. We transformed this into a framework that helps users bank the way they want to, making it easier to navigate tasks and prioritize what matters most. While the framework itself is under NDA and cannot be shared, its impact guided key design decisions throughout the project.
Sifting through data, we learnt
Bridging the gap between expectation and actions
We conducted task analysis by using eye-tracking and mapping user mental models. We compared what users were expected to do with what they actually did while completing specific journeys in the app. This helped identify mismatches, confusion points, and overlooked elements.
Learning
Takeaways from the research study
Users often compare unrelated terms, but what they truly seek is simplicity. By prioritizing essential features and using progressive disclosure, we reduced fatigue and made key actions easier to access.
