A rapidly growing digital first retail bank wanted to expand its customer base through mobile banking services and digital self service channels. Customer acquisition was still strong but the bank did not see meaningful engagement across its digital ecosystem.
Brand’s Challenges
Despite significant investments in digitalisation, the bank was struggling with low adoption of digital services. Many customers began their journeys through digital channels but failed to complete important activities such as account onboarding, service requests, and product applications without assistance.
Customer feedback revealed that the issue was not a lack of features but a lack of confidence. Customers often found banking processes difficult to navigate, particularly during onboarding and service related interactions. Information was spread across multiple touchpoints, that required customers to repeatedly seek support or clarification.
Customer feedback revealed that the issue was not a lack of features but a lack of confidence. Customers often found banking processes difficult to navigate, particularly during onboarding and service related interactions. Information was spread across multiple touchpoints, that required customers to repeatedly seek support or clarification.
How was it solved
The Product Journey assessment uncovered frequent confusion during onboarding, difficulty locating information required to complete key tasks, and inconsistencies between digital and assisted service channels.
The redesigned experience took into account that a majority of the bank's customers were not highly tech-savvy or comfortable using technology for financial matters. The focus was therefore on making digital interactions simpler, clearer, and easier to navigate.
To build consumer confidence and trust, the bank also established a focused high-touch customer support system specifically for queries related to digital adoption. This provided customers with additional reassurance while they transitioned towards digital self-service.
The redesigned experience took into account that a majority of the bank's customers were not highly tech-savvy or comfortable using technology for financial matters. The focus was therefore on making digital interactions simpler, clearer, and easier to navigate.
To build consumer confidence and trust, the bank also established a focused high-touch customer support system specifically for queries related to digital adoption. This provided customers with additional reassurance while they transitioned towards digital self-service.
Impact
The result was stronger digital engagement, improved customer perceptions, and a more customer centric banking experience.
Details
Date
August 20, 2026
Reading Time
3 Min
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