Credit Simulator App
Applying IBM Design Thinking for BBVA Bancomer
Context
In 2015 as part of the IxD team at IBM I had the opportunity to lead a pilot project to introduce our Design Thinking process to BBVA Bancomer. After collaborating with Banorte in the transformation of their private banking platform I was commissioned to bring my experience as a member of IBM’s IxD team to deliver this solution in a 3-month timeframe. I worked together 1 Sr. UX Designer and 1 UI designer.
Collaboration is Key in Design Thinking
Through a one-day workshop in our studio in Mexico City we identified opportunities and insights for improving the user experience of one of the main flows of BBVA Bancomer mobile app. The main approach was to define a user-centered strategy instead of a feature-centric approach.
Define business objectives
Identify users
Agreed on design principles
Conceptualize ideas for the redesign
Durante un día, el equipo de IBM Studio trabajó en colaboración junto al crew del proyecto integrado por distintas áreas de BBVA Bancomer
Having data helped us to create our two main user personas. We defined our personas as Millennial and Gen X.
The main business goal was to increase sales and revenue on their products. With this workshop, we discovered that the user needs were to know their credit score, shop around for the best credit offer and apply for a credit card.
Defining the User Experience
We performed an audit of the existing app in collaboration with the cross-functional team and identified some opportunities that could be optimized:
Navigation Information Architecture
Improvement of UI elements
Content revision in order to have a common language
Improve credit flows
Defining the Design Principles for the App
We defined together what principles would better represent the product, we agreed that our solution should focus on generate a seamless experience that expose clearly all the functionalities through friendly interfaces and aesthetic look & feel.
Intuitive
Trustworthy
Aestethic
Initial ideas I drawed based on the ideas from the cross-functional team
Quick mappings exercise identifying the steps of acquiring a credit
Initial wireframes to start testing our ideas.
Full BBVA Credit Flow
First iteration of the entire Credit flow,
Refining the Design
We introduced the “credit knob” which could let the users feel the empowerment of controlling their income by getting a credit.
The app simplified the way of obtain a credit showing multiple options of credit tailored for each of the customers based in the financial and credit history.
We created a UI kit that aligned to the branding style guide of BBVA Bancomer at the time.
Learnings
Collaboration makes easy to explore new ideas
Teamwork is essential to obtain results quickly
There’s not bad research (we could have done something much better by incorporating real users to our process)