Reducing the account opening process down to 10 minutes from 2 weeks. Now present in over 250+ branches across the UK
VIEW PROJECT
Reducing the account opening process down to 10 minutes from 2 weeks. Now present in over 250+ branches across the UK
Bringing an online account opening experience into high street bank branches
INTRODUCTION
What was the current in branch customer experience for the retail bank at that time?
With a total of 900,000 current accounts opened that year.
How was this happening and where were the issues?
In Branch
• 97% of accounts opened in-branch
• 1-2 weeks time for an appointment
• Old systems, To Many data points
• Each appointment = 40-60 minutes
• Awkward cross-selling
• 60% staff time opening accounts
PROBLEMS
What were the key problems?
How was the account opening process working for the business and its customer?
For the customer
• Not at consumers convenience
• Long waiting times
• Long appointment durations
• Second appointments required
• Unclear customer questions
• Inefficient data entry
• Cross-selling unwanted by 60%
• Irrelevant questions
For the business
• High costs to open accounts
• Most accounts opened inbranch
• Extra staff required for demand
• Slow application processing
• Difficult to support non-UK nationals
• Customer loss to competitors
• 87% drop off online
RESPONSIVE FORMS
Starting with the successful online responsive form experience design
Using the successful implementation of the institution's responsive forms and the intuitive nature of the user experience, the financial services provider decided to use this solution as the basis for developing an in-branch experience via iPads.
WIREFRAMES & MOCKUPS
Bespoke solution for the iPad experience
Introduction of a clearer progression tracker for customers to understand exactly where they are within their account opening process
USER TESTING
Testing prototypes with customers
Several rounds of user testing with staff and customers in London's Clapham Junction branch was completed
COMPONENT LIBRARY
Bespoke component library additions
We decided to add some additional bespoke iPad modules to the account opening library of components to further improve the customers experience
THE RESULTS
Summary of the results of MVP in-branch iPad experience
The initial phase of the in-branch iPad account opening experience was so successful that role out of the solution to 300+ branches was agreed as part of the programme
Results
• Reduction from 40 to 10 minutes for the account opening process in-branch
• Account openings now available for walk-in customers
• Reduced waiting time for scheduled appointments
• Increased awareness of additional products; ISA, Mortgages, Insurance etc
• Simplification of the process of account opening
• Freed up Personal Bankers time
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