Heartland Banking Experience
An assuring, inclusive and independent banking experience
Through a digitized teller counter, customers for simple 3-4 minute transactions self-service under the assurance of staff. Via this frequent exposure and familiarization, seniors gain confidence in adopting self-service services - enjoying newfound convenience and reducing branch traffic.
National University of Singapore (2016)
Designed With Jomains Neo and Yeo Hui Ci
Collaborator:
Project Brief
Experience design: Improving the banking experience in selected DBS and POSB branches. Design focus on both user experience and spatial design.
Existing problems
POSB Hougang Central branch is our design focus. Besides teller counter staff, Active Neighbours is there to assist the elderly with the aim of promoting more active lifestyles for older Singaporeans, where they also actively share the convenience of digital banking.
Besides the interview with visitors for their banking journeys, we also run through the complete process to experience it in person. From the user journey map has done after several site visitings, the common pain points of Hougang Central is no one to approach when the customer arrived and long waiting time.
Research
To better understand the core issues that cause the existing problems, in-depth interview was conducted with both staffs and visitors.
As a neighbourhood bank branch, there are about 400 to 500 visitors daily on average, but only 20% of traffic is for complex transitions that need to be done at the bank. 80% of the traffic comes from elderly to mid-age visitors usually does a simple transition that could be done at ATM.
Overcrowded space due to high traffic
Long waiting time
Elderly lack of security with technology
Have resistance to technology
Prefer the traditional way of banking
Trust face-to-face services
The Active Neighbours staff cannot focus on his/her duties due to high volume (Assis elderly with digital banking)
Staff facing overwhelming demand
Since we found out that the elderly preferred the traditional way of banking by visiting the bank branch, which is the main reason why the waiting time is long and overwhelming work for staffs. Therefore, we ask the question that how might we reduce the number of visitors in the branch?
To understand our user better, we spend time to talk to them and pick up the small details from their comments, such as what can be improved while waiting for their turn, why not digital banking etc.
We realised that the elderly refuse to adopt the new technology by claiming that they are a slow learner and afraid of technology; however, they are actively playing games using phone or iPad.
Design Concept
Instead of pushing the elderly towards technology, we ask the question: How might we bring a better fit technology to them? Therefore, our design focus on bringing a humanized heartland banking experience - that is inclusive, assuring and independent.
To provide the service that the elderly are familiar with and at the same time is the chance to adopt and practice the use of new technology and ATM. Our concept is a progressive journey through exposure, familiarization and adoption.
Final Design
Branch Layout
Through this integrated process of familiarization: sparked from our touch-points of initial exposure, it builds confidence and paves the way for the adoption of tech service.
- Ahma will be confident to activate her ATM card
- Use the SSB confidently with a peace of mind
- Eventually reducing branch traffic in the long run
To add-on and provide better service for the 20% complex transition:
We would like to propose a service that works together with the ibanking app to simplify and shorten the waiting time for non-cash and straightforward service.
Request the among of cash you want to withdraw using ibanking, get your money at the nearest ATM by tap and go.
Request the replacement of card or token, and drop by the nearest branch, immediate collection of your card or token at CSA counter by showing your identity.
POSB
Neighbours First. Bankers Second.
