Behavioral study of business bankers
Objective
Our research goals
Understanding business banking needs & behavior
Benchmark the app against other competition
Test the revamped journey and gather feedback
The question we had
How do we synthesize everything we heard and observed?
Sifting through the data
Shifting through the data
Understanding the business ecosystem
Narrowing down further
Digital tools within the business ecosystem
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.
Narrowing down further
Benchmarking against banking & NBFC competitors
We conducted benchmarking across leading banks and NBFCs, evaluating each on 7 key parameters. This helped us identify best practices, gaps in InstaBIZ, and opportunities to elevate the overall user experience.
Narrowing down further
Task analysis of the existing ICICI app with users
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.
⚠️ Due to NDA, much of the work can't be publicly shared
