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Madhuri Satish

PNB One: Mobile Banking Redefined

Reimagining Punjab National Bank's mobile application, for a highly-personalised customer experience driving engagement & loyalty

MOBILE APP

UX STRATEGY

CONCEPT DESIGN

DESIGN SYSTEM

AGILE UX

VISUAL DESIGN

A dynamic and personalized mobile banking app for efficient finance management, investment tracking, and easy marketplace access.

Role

UI-UX Designer

Timeline

2 weeks | Feb '22

Responsibilities

Cross-function team collaboration, UX Audit, UX Strategy, Design system, Visual design

Status

Available on Google Play Store in India

Problem Statement

India's growing middle class and widespread smartphone use, supported by high-speed internet, have driven the rapid development of mobile banking. This technology offers convenience and promotes financial inclusion by reaching those without access to traditional branches.

 

Exploring PNB's vision for the mobile app redesign, it was crucial to understand their key objectives regarding user engagement, financial product adoption, and overall customer experience.

Q1. How can we create a more interactive and engaging customer experience?

Q2. How can PNB’s varied service offerings be presented in a comprehensive manner?

Q3. How can we personalize the app experience to cater to different customer segments and needs?

Project Constraints

This was a tight, high-stakes, two-week concept design sprint commissioned by the client to reimagine the mobile banking experience. Due to the short timeframe, we relied primarily on secondary research and heuristic evaluation, rather than full-scale user interviews or usability testing.  

User Research Insights

 Here are some key findings of the mobile banking usage patterns among Indian customers.

87%

of online Indian adults prefer to conduct all banking activities on a smartphone

53%

of customers lose track of all their financial products & services

70%

of users feel frustrated with mobile banking apps due to the failure rate of task completion

67%

of Indian mobile banking users log in simply to check their account balance

33%

of bank customers will stop using a banking app after a bad user experience

52%

of digital transactions in India are conducted via UPI (Unified Payment Interface)

User Persona

Anjali, 34

Marketing Manager, Mumbai

Background: Works in a startup and is well-versed with technology

​

Tech Comfort: Comfortable with smartphones and new technologies


Challenges: Managing multiple financial accounts and transactions, staying updated with the latest financial products and services

​

Needs:

  • Seamless and secure mobile banking experience.

  • Investment options within the app.

  • Personalized financial insights and budgeting tools.

  • Integration with wearable devices for contactless payments

Jonathan, 65

Retired Professor, Kannur

Background: Retired College Professor with a comfortable pension


Tech Comfort: Reasonably comfortable with smartphones, but prefers clear instructions and a stable experience

Challenges: Limited smartphone experience and apprehensive about online banking security risks. 

​

Needs:

  • Secure and reliable mobile banking app with clear instructions

  • Large, easy-to-read font size and intuitive interface

  • Voice-enabled features for hands-free account management 

  • Ability to schedule recurring bill payments 

Trends in Digital Finance

Customer experience is the defining competitive differentiator in the finance industry today. Here are the important trends to watch out.

01

Integrated Holistic User Experience

Users now expect a unified platform for all their financial needs, from budgeting to saving goals to investments. This holistic approach fosters user satisfaction and loyalty.

03

Incentivizing Prompt Payments

By recognizing the value of on-time payments, banks are now, leveraging gamification, loyalty programs, and cashback rewards to incentivize on-time payments, thereby improving cash flow.

02

Deeper Engagement with Existing Customers

Financial institutions are increasingly focusing on existing customer relationships by offering personalized products and services, encouraging upselling and cross-selling opportunities.

04

Data Visualization for Simplified Understanding

Data visualization tools such as charts, graphs, and progress bars are increasingly being used for simplifying complex financial information and empowering users to make informed decisions.

Dell Customer - Device Management 

Use Case - A Dell customer who already owns a couple of Dell devices, has recently purchased a laptop. To quickly set up and start using his laptop, he searches for device setup tutorials on YouTube.

Consumer

  • Manage all the Dell devices he owns                         

  • Quick solution needed for device & order related queries                                                                                                                                            

  • Information related to seting up devices, software updates, subscriptions

  • An overview of all the devices - including warranty information and device health can be viewed on the Dashboard                     

  • App Support for easy connect with Dell IT - FAQs & chatbot features                                                                                                

  • The Device details section provides illustrated tutorials for device setup, warranty details & recent software updates

User

Key Tasks

App Features

Initial Iterations

Customer experience is the defining competitive differentiator in the finance industry today. Here are the important trends to watch out.

Empowering Users with Gamified Goal Setting

I identified specific scenarios and created user flows to empower users to achieve their financial goals. In the flow below, the user is guided to set a monetary goal in a few simple steps, enhancing financial literacy and boosting their ability to manage expenses and savings effectively. 

Compelling Data Visualization 

I designed user flows with visual data representation to translate complex financial data into an easily digestible format, fostering a deeper understanding of users' financial health.

 

Visualization tools make finance management more engaging, interactive, and provide a tangible sense of accomplishment. In the Transactions screen, I simplified the exhaustive list by including filters based on time and categories like food and travel.

Engaging Visual Elements

During the brainstorming phase, I conceptualized an engaging and interactive interface featuring a floating button to prompt user investment. Additionally, I introduced a 'Quick Access' menu button that dynamically displays the most accessed items for each user, enhancing the personalized experience.

PNB Through A New Lens

We reimagined PNB's brand identity incorporating a crisp, minimal visual style for a modern aesthetic. We also integrated subtle elements of the Indian spirit, fostering a sense of connection and familiarity. This combination of contemporary design and cultural touchpoints strengthens the overall brand image and builds a lasting connection with users.

Dell Customers who purchase devices online or offline​

Small Businesses whose employees use Dell devices

Target User Groups

Sub text

Feature List 

Each of these features mentioned below, underwent multiple iterations and feedback rounds before being tested and implemented.

During my tenure on this project, I contributed to developing app releases 1.1, 1.2, and 1.3.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Minimal & Intuitive Design

Minimized Cognitive Overload: We minimized cognitive overload by using icons extensively as the primary mode of visual communication. This allows users to quickly understand features at a glance.


Distinct Hierarchy: A distinctive hierarchy of key offerings was established to facilitate better decision making. Users are now visually guided towards the most important options within the app.


Integration of Brand Elements: Brand elements were subtly included at various touch points throughout the app. This reinforces brand recognition without being intrusive.
 

Easy Access to
Ongoing Investments

Unified View: See all your investments and transactions in one place, ditch the spreadsheets and fragmented information.


Investment Health at a Glance: Monitor the performance of your investments with a clear and concise mini-dashboard. Make informed decisions with real-time data at your fingertips.


Data Made Simple: Visual representations like charts and graphs make it easy to understand your finances. No more struggling to decipher complex numbers – see your financial health instantly.

Real-time Actionable Insights

Real-Time Financial Insights: Users no longer need to wait for monthly statements. PNB ONE provides real-time insights into spending and saving habits, allowing them to see their complete financial picture clearly at any moment.


Empowering Goal Setting: Users can use real-time data to set and track financial goals, fostering motivation and helping them achieve their financial dreams with a clear roadmap.

​

Mindful Spending: Users can see their spending clearly categorized within the app. This enables them to identify areas for potential savings and make informed budget adjustments.

Write a Title Here

Use this space to promote the business, its products or its services. Help people become familiar with the business and its offerings, creating a sense of connection and trust. Focus on what makes the business unique and how users can benefit from choosing it.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Improved Order Tracking

"Order History was difficult to find. My laptop order has been stuck in the confirmed stage for 10 days now"

In the 1.0 version of the app, the Order History feature was solely accessible under the profile section, requiring additional navigation.

 

I proposed and designed a solution where users could access 'Order History' from two touchpoints - the Home screen and the profile screen. Since customers frequently check their order status while awaiting delivery, adding a 'Track your order' link on the homepage improved the experience.

​

Order Tracking Timeline - To keep the customer informed about their order status, I proposed a detailed timeline including all internal stages in the order delivery process.

Final Design

Below is the prototyped animation video of the Electricity Bill payment flow that presented to the client.

Impact

User Testing was conducted on the 1.3 version of MyDell Mobile which encompassed some critical features like - Faster Login Experience, Order Tracking, Customer Support, etc

When asked about the new login experience (Phone's unlock mechanism), 88% of the users had a positive experience. 

On testing, 73% found the 'Track Order' feature easy to locate. Users also appreciated the timeline of order shipping, which made the waiting time more engaging.

App Support - 87% said chatting with Tech Support met their expectations & the Support Articles in particular were very helpful.

User Index Benchmark

4.1

It measures User Experience based on four dimensions- Usefulness, Satisfaction, Ease of Use, and Reliability.

The User Index value ranges from 1 to 5, with 4.2 to 4.7 considered good and greater than 4.7 considered excellent.

Impact

We successfully converted the client and established a long-term partnership. This two-year engagement included a diverse range of projects that generated substantial revenue for the company.

Learnings &
Takeaway

The PNB mobile banking app project was a fast-paced but immensely rewarding experience.  Within a tight two-week window, I spearheaded the creation of a compelling design pitch. This involved close collaboration with both our company's lead management, the visual design team & the client's lead management.  The pitch's success secured the project and landed us a valuable two-year engagement with PNB.

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