Banorte has 1,269 branches and 7,297 ATMs nationwide and is the second-biggest bank in Mexico. Commonly individuals using ATM's in Mexico City do so with considerable mistrust, as crime is a significant threat in the city. As a consequence, customers permanently aware of who may be over their shoulder when using an ATM.
With a clunky interface, mixed with illogical flows and overall dated brand imagery, Banorte (through IBM) came to me to resolve this, and produce something fresh, and in keeping with the direction taken by competitors such as BBVA and Santander.
The project would be completed in Mexico City, which itself added another level of complexity. It required understanding how individuals engage with financial service products in a different culture entirely. For instance, the Peso Crisis in 1994 has led individuals to be extremely suspicious of banks in general. It's not uncommon to see queues of individuals using ATM's withdrawing their entire balance on pay-day.
Within the design studio at IBM's offices, Mexico City, I undertook a series of tasks to explore useful information. I wanted to discover what others within the industry were doing, including competitors BBVA and Santander, while also understanding ways in which we could be innovative with our product in a 'useful' way for our indended user base.
It's easy to apply trends or creative angles in a 'one size fits all solution'. The product we designed had to be useful and provide the Mexican audience an enhanced user experience, whilst adding value to their brand choice, and in turn their day to day dealings with the bank.
Image: IBM, Santa Fe, MXC
To fully understand the brief, I felt it necessary to conduct interviews with individuals within Banorte. This provided me with the ability to fully gauge what their needs and requirements were for the product.
Although most participants spoke excellent English, occasionally I needed assistance from Google, as my Spanish was reasonably elementary.
Furthermore, individuals within the company had varying levels of digital knowledge, so a guiding tone was required.
I conducted stakeholder interviews with the following
- Customer Services
- Customer Liason
Image: Banorte stakeholder detailing vision
- General basic transactions
- Seamless, quick & reduced interactions, with fewer fees
- Provide a reassuring, reliable and secure service
- Provide clear information to customers, using precise and accurate language
- Re-pay the customer's trust
- Email transactional receipts.
- On-screen help ‘did you know'.
Once the various research sessions were over, I felt we were at a first stage to begin drawing flow diagrams and initial sketches. This allowed all involved in the project the ability to visualise the ideas generated, as well as will enable us to test to inform whether each user journey was aligned to the customer and business needs.
Image: Process flow sketches
Once aims and objectives were identified with key stakeholders, I instigated a more extensive discussion with individuals within the company. Held over two days, the workshop session took place at IBM, Santa Fe, Mexico City.
Here individuals from the broader remit of Banorte joined us, along with senior figures from IBM North America. The objective was to begin to test our ideas with key stakeholders within the business.
Image: Workshop, Santa Fe, MXC
An extensive array of wireframes were created with the broader team, to ensure detail was documented and in turn, referenced with the in departmental business analysts, providing that our output tested throughout, and guarantee that we were on-target with the broader direction.
Image: User flow
Technical and user testing took place over two days. Predominantly technological testing aimed to focus on understanding whether design iterations were achievable on the existing ATM system. This insight provided us with an understanding of whether or not our creative thinking was taking us away from our original goals and research objectives.
Due to the sensitive nature of the content, research took place locally with Banorte employees in their Palanco Offices. Individuals were asked a series of leading questions. Key takeaways from this exercise were:
- I love how clean the design is.
- The branding is much clearer.
- I don't feel lost anymore when I use this.
- When does this go live?
Image: Technical Testing