Bank Albilad. Website and mobile app loyalty program
About Bank Albilad
Bank Albilad is a Saudi bank company, headquartered in Riyadh. It was established with a Royal Decree 48/M on 21/9/1425H (corresponding to 4 November 2004) with a corporate capital of 10 Billion Saudi Riyals.
Project Overview:
In response to the evolving landscape of digital banking and customer expectations, Bank Albilad embarked on a transformative journey to enhance user engagement and satisfaction. The focal point of this initiative was the development and implementation of a robust Loyalty Program seamlessly integrated into both the bank's website and mobile application.
Project Objectives:
The primary objective of this project was to design and implement a Loyalty Program that not only incentivizes customer loyalty but also provides an intuitive and delightful user experience across digital platforms. By doing so, the bank aimed to strengthen its customer relationships, encourage increased usage of banking services, and distinguish itself in a competitive market.
Key Deliverables:
The key deliverables of this project are:
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Market research: to find bank competitors and whats the current trends in the market.
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User journeys: defining the targeted customers to build a specified features and requirements.
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Design system: Build a customized design system specially made for the loyalty program.
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Loyalty program design for web and app: Starting with wireframes then high fidelity, Designing for both web and app and for two languages: English and Arabic.
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Usability Testing: This iterative testing approach allowed us to gather real-time feedback from potential users, enabling us to make informed adjustments to the Loyalty Program's design and functionality. The user testing phase significantly contributed to the final product's usability and overall positive reception.
My Role:
As a pivotal contributor to the project, my multifaceted role involved key aspects of the UX design process. This encompassed mapping comprehensive user journeys to seamlessly integrate the Loyalty Program into the user's banking experience, conducting extensive market research to grasp industry best practices and user expectations in loyalty programs within the financial sector, creating detailed wireframes that illustrated the program's structure and ensured alignment with user needs and business goals, and developing visually appealing and functional high-fidelity designs that translated wireframes into a polished and cohesive user interface. Additionally, I conducted iterative user testing sessions, gathering valuable feedback and insights to refine the design based on user interactions and preferences. This holistic approach aimed to deliver an optimal user experience while meeting the strategic objectives of enhancing customer engagement and satisfaction within a tight project timeline.
Challenges:
Undoubtedly, the project faced significant challenges that added complexity to the development process. One major hurdle was the extremely tight timeframe of only two months to complete the project. This limited window of time was further compounded by the absence of content from the client, making it imperative to move forward with design and development without key information.
The strict timeline necessitated an agile and efficient workflow to ensure the project's timely delivery. Additionally, the absence of client content required a proactive approach in creating placeholder content and anticipating various scenarios to maintain project momentum.
Personas:
In shaping the Loyalty Program's user experience, I created five distinct persona segments based on users' income levels. Analyzing data and demographics, I crafted personas for lower, mid-range, and higher-income brackets. This segmentation informed a tailored approach, ensuring simplicity and accessibility for lower-income users, a balanced value-reward mix for mid-range, and exclusive rewards for higher-income customers. These personas guided the program's features, rewards hierarchy, and communication strategies, fostering a personalized and inclusive experience for a diverse user base.
High Fidelity Design And Components:
Usability Testing Outcomes
The positive outcomes of the user usability tests underscore the success of the Loyalty Program's design and implementation. The System Usability Scale (SUS) results, yielding an impressive overall score of 87.5, reflect a high level of user satisfaction and ease of use. Additionally, the System Experience Questionnaire (SEQ) resulted in an overall score of 6 out of 7, emphasizing positive user perceptions across various aspects of the Loyalty Program. These robust scores validate the effectiveness of the program's user interface, functionality, and overall design in meeting user expectations and providing a seamless and satisfying experience. The positive results of the usability tests affirm that the Loyalty Program successfully aligns with user needs and preferences, contributing to its overall success and user acceptance.
Outcome and Conclusion
Despite these challenges, I played a key role in steering the team through constraints and successfully delivering a Loyalty Program that surpassed expectations. The project highlighted my adaptability, problem-solving skills, and commitment to achieving project goals under challenging circumstances.
One notable achievement was the integration of user testing throughout the development process. My proactive approach to iterative testing allowed us to gather real-time feedback from potential users, enabling informed adjustments to the Loyalty Program's design and functionality. This user testing phase significantly contributed to the final product's usability and garnered an overall positive reception.
Future Directions: As the digital landscape continues to evolve, I, along with the team at [Bank Name], plan to adapt and expand the Loyalty Program. Our focus includes incorporating emerging technologies and refining features based on ongoing user feedback.
This UX case study serves as a comprehensive exploration of my design process, the challenges faced, and the positive impact of the Loyalty Program on both user experience and business objectives.
Tools Used:
