PROJECT GOAL
MY ROLE & RESPONSIBILITIES
I led the user research from end to end - conducting interviews, synthesizing insights, mapping the business banking ecosystem, analyzing task flows, and contributing to concept design that shaped the product direction.
DESIGN TEAM
Sugesh Sugathan
Arushi Sethi
Atmaja Patel
Vanshika Jain
4 months
Research methods used
Our approach to the business banking journey
We gathered alot of useful data
The question we had
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.
Trust still lives offline : Users still prefer people over platforms
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.
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.
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
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.
Our research showed users wanted more guidance for using the app. To support this, we introduced bite-sized videos that made the experience more engaging and informative.
