Account opening product
ADCB had approached Publicis Sapient to help them create the regions first fully digital account opening service, they had seen the likes of Monzo, Revolut and Starling start to take over the markets and they didn’t want to be left behind.
While competitors in the region had started to release apps they only managed to get them to the point of a digital wallet or pre-paid card, this was due to the number of legal processes and regulations in the region.
Their ask was to take their idea to market with a lean MVP, the team would need to push the legal and policy teams to rewrite the rules as this was a brand new digital processes that couldn’t succeed within the current rule book. The project team would be a light agile delivery unit embedded in-house to work with their business specialists over a 2 year agreement. At the point of starting the project ADCB only had in-branch paper and dated digital process that would need to be picked apart and re-engineered.
I lead the experience track of work, lucky enough to have two amazing teammates working with me. Some of my responsibilities on this project included supporting and guiding the experience team, setup and maintenance of process workflows with the delivery lead, embed experience into the development teams approach, working with the consultants in the requirements gathering exercises and being the voice of the user to the client.
The MMP (Minimal Marketable Product) went live in February 2019, still achieving ADCB’s ask of being the first bank in the region to create a digital onboarding process that gave the user a fully-featured bank account at the end of their journey.
The Hayyak app after 30 days of going live had exceeded all expectations the business had set
- Over 38,000 new accounts opened in the first month
- Over 6,00,000AED in new funded accounts in the first 3 months
The problem we found
A fresh view
This was a very challenging project for all involved, but also exciting, we where pathing the way and making out own footprints in the sand.
We had got 12 months into the project built over 80 screens from ux, ui and into development, had a working MVP and then a combination of a few things happened:
- Some of the policies that we had been fighting to change to allow the users to complete the journey is a much simpler way got the green light
- The technology we had been using had come one leaps and bounds meaning we could create much nicer flows between stages of the user journey
- We took the product to user testing… where because of the policies, limited technology, the experience was bent to their limitations 70% failed to complete the journey.
Working with the teams we took all the user feedback to the business and after several workshops, ADCB supported a brave decision to rework the entire journey.
We worked within some key policy restraints based on user information and KYC validations that by law could not be changed. Now on reflection we were now in the best position we could be in we had policies amended to suit our needs, technology advancements and the business fully supporting us to drive the best possible experience.
Well, now the drama is over let’s take a look through some of the key areas of the product.
Offering the user a simple way to start their journey with the least amount of steps and information required. We captured their name, mobile and email to create the account then used their mobile as their unique identifier so they could authenticate themselves via OTP and continue quickly.
In case of drop off or the user pausing their application, they have the option to come back at any point using their mobile number and OTP to continue where they left off.
AUTHENTICATION & PERSONALISATION
We created a customised application that gives the user real-time feedback on the quality of the documents capture, so they don’t get frustrated having to jump between capture and conformation screens. This process also converts all their information from their IDs into text format we capture automatically so no need for manual input by the user.
We allowed the user to customs their card, asked a few key questions and then sent out the relative welcome pack, then in the background the account type and additional benefits are completed after the users first pay is deposited to their account, they are then reassessed and upgraded if required
DELIVERY, TRACKING & FEEDBACK
Based on the information gathered on the user earlier in the journey we pre-populated their home address then gave them the additional option to add another address if not at home or pick up from their nearest store.
Then they would get a status screen that gives them a status update for their application. Once completed we ask for feedback from the users so we can continue to improve this journey.
Based on all the information given and already approved the users that qualified would then be shown this option if the user didn’t qualify they would never see it. If they were seen as a premium user they could get an additional offer of another ADCB product.
Thanks for exploring, see the credits below…
Abu Dhabi Commercial Bank
September 2018 – February 2019
In collaboration with: