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Pilot study to enhance Customer Services and Request Tracking System.

Pilot study to enhance Customer Services and Request Tracking System.

Pilot study to improve banking services for international students and newcomers

in Canada.

  1. Overview

  1. Overview

  1. Objective

  1. Objective

  1. SWOT

  1. SWOT

  1. Focus Group

  1. Focus Group

  1. Survey Data & Findings

  1. Survey Data & Findings

  1. Recommendation

  1. Recommendation

  1. Reflection

  1. Reflection

1. Overview

1. Overview

Timeline

1.5 months

My Role

Project Team Leader

Responsibilites

User Flow
Wire Framing

Tools

Microsoft Excel

Timeline

10 months


My Role

Product Designer
UX Researcher

Responsibilites

Usability Testing
Visual Design
User Flow
Wire Framing
Prototyping

Collaborations

Developer
Marketing
Training
E-learning
Product

Why did we choose this topic?

Why did we choose this topic?

  1. Financial management and selecting the right bank are essential for everyone, especially int'l students and newcomers.

  2. My personal experience has driven me to explore these issues and find solutions.

2. Objective

2. Objective

International students, newcomers may encounter bank account issues or lose money at ATMs.

  1. Determine their wants and needs.

  2. Identify necessary support, immediate assistance guidelines, and factors influencing their future bank selection.

International students, newcomers may encounter bank account issues or lose money at ATMs.

  1. Determine their wants and needs.

  2. Identify necessary support, immediate assistance guidelines, and factors influencing their future bank selection.

3. The Process

3. The Process

3. The Process

This cross-departmental project required flexibility. We focused on the big picture, prioritizing key missions over strict strategies.

This cross-departmental project required flexibility. We focused on the big picture, prioritizing key missions over strict strategies.

SWOT Analysis

SWOT Analysis

Strengths

  • 1.⁠ Strong brand recognition in Canada

    2.⁠ ⁠Extensive ATM Network: free access to money for students through its extensive ATM and branch network across Canada.

    3.⁠ ⁠Tailored Accounts: offers specialized banking packages, with low or no fees and other perks.

    4.⁠ ⁠International Money Transfer Options: free international money transfers, ideal for sending or receiving funds abroad.

    5.⁠ ⁠Mobile and AI Banking: Enables to manage finances without visiting a branch


  • 1.⁠ Strong brand recognition in Canada

    2.⁠ ⁠Extensive ATM Network: free access to money for students through its extensive ATM and branch network across Canada.

    3.⁠ ⁠Tailored Student Accounts: offers specialized banking packages for international students, with low or no fees and other perks.

    4.⁠ ⁠International Money Transfer Options: free international money transfers, ideal for sending or receiving funds abroad.

    5.⁠ ⁠Mobile and AI Banking: Enables to manage finances without visiting a branch

Weaknesses

  • 1. Ineffective customer service, the complicated procedure requires a long wait time.

    1. Lack of connection between branches and online banking services.

    2. Limited Global Presence: CIBC is well-known in Canada but has limited international operations

    3. Strict Credit Requirements: As an international student, getting loans or credit cards may be more difficult.

  • 1. Ineffective customer service, the complicated procedure requires a long wait time.

    1. Lack of connection between branches and online banking services.

    2. Limited Global Presence: CIBC is well-known in Canada but has limited international operations

    3. Strict Credit Requirements: As an international student, getting loans or credit cards may be more difficult.

Opportunities

  1. Expand Services for International Students: Enhance offerings to meet their unique needs and foster loyalty.

  2. Enhance Global Presence

  3. Leverage digital banking and AI technology to improve services.

Threats

  1. Focusing on innovation and customer experience but ineffective Customer Service: Can lead to dissatisfaction, driving clients to competitors.

  2. Limited Global Presence: CIBC’s restricted international operations may hinder its ability to attract and support international students.

  3. Increased Competition: The banking sector is highly competitive => Lose the customers to other competitors

Focus Group

Focus Group

Bias: People will switch banks after experiencing poor customer service.

People won’t change their current bank, even though they have been dealing with issues and poor customer service, because they don’t want to go through the hassle of learning a new procedure or experiencing a new style of customer service without knowing if it will be better.

As students, they are more likely to add more banks rather than closing existing ones in order to take advantage of more student benefits.

As newcomers, most people will stick with their current bank for the first year, since many banks offer free monthly fees during that period, allowing them to make a decision after that.

Our missions

  1. What motivates banks to improve services for int'l students/newcomers when customers stay despite poor service?

  1. What is the tipping point, and why would customers consider switching banks?

Survey Data Analysis

Customer Profile

Because we couldnt reach the CIBC customer data so we applied Snowball Sampling Method to try to reach out to people who have background closest to our Target Customer Profile as many as possible.

Scenario: An agent who is pursuing 2 roadmaps to obtain certifications for:

  • Roadmap A - GenLeader: Qualifying for a promotion from agent to team leader

  • Roadmap B - MDRT: Improving their skills to achieve higher sales performance

Scenario: An agent who is pursuing 2 learning roadmaps to obtain certifications for:

  • Roadmap A - GenLeader: Qualifying for a promotion from agent to team leader

  • Roadmap B - MDRT: Improving their skills to achieve higher sales performance

Scenario: An user who is simultaneously pursuing 2 roadmaps to obtain certifications for:

  • Roadmap A - GenLeader: Qualifying for a promotion from agent to team leader

  • Roadmap B - MDRT: Improving skills to achieve higher sales performance

Scenario: An agent who is pursuing 2 roadmaps to obtain certifications for:

  • Roadmap A - GenLeader: Qualifying for a promotion from agent to team leader

  • Roadmap B - MDRT: Improving their skills to achieve higher sales performance

Scenario: An agent who is pursuing 2 learning roadmaps to obtain certifications for:

  • Roadmap A - GenLeader: Qualifying for a promotion from agent to team leader

  • Roadmap B - MDRT: Improving their skills to achieve higher sales performance

Solution with Low-fi Wireframe

Solution with Low-fi Wireframe

Let’s take a deep look at their CURRENT BANKING CHALLENGES!

Design system

We had to follow the brand guidelines to keep the design consistent.

We had to follow the brand guidelines to keep the design consistent.

We had to follow the brand guidelines to keep the design consistent.

We had to follow the brand guidelines to keep the design consistent.

We had to follow the brand guidelines to keep the design consistent.

We had to follow the brand guidelines to keep the design consistent.

We had to follow the brand guidelines to keep the design consistent.

We had to follow the brand guidelines to keep the design consistent.

User Flow

User Flow

Scenario: Complete an E-learning course to achieve an online certificate.

Scenario: Complete an E-learning course to achieve an online certificate. (*)

Scenario: Complete an E-learning course to achieve an online certificate.

(*) GenPass does not have a Sign Up / Create an Account option because it is an internal system. Administrators create and manage all user accounts based on agent licenses (Trainers are staff).

(*) GenPass does not have a Sign Up or Create an Account option because it is an internal system. Administrators create and manage all user accounts based on agent licenses

(Trainers are staff).

(*) GenPass does not have a Sign Up / Create an Account option because it is an internal system. Administrators create and manage all user accounts based on agent licenses

(Trainers are staff).

Mobile Wireframe

Mobile Low-fi Wireframe

Mobile version with all core features is showcased directly in English.

Mobile version with all core features is showcased directly in English.

Note: Mobile version with core features is translated and showcased in English.

  1. Findings

  1. Findings

After GenPass launched in April 2022, we compared it with Genia, contrasting data from April 2022 with May 2021.

After GenPass launched in April 2022, we compared it with Genia, contrasting data from April 2022 with May 2021.

Focus Group

People won’t change their current bank, even though they have been dealing with issues and poor customer service

As students, they are more likely to add more banks rather than closing existing ones in order to take advantage of more student benefits.

As newcomers, most people will stick with their current bank for the first free year, allowing them to make a decision after that.

People won’t change their current bank, even though they have been dealing with issues and poor customer service

As students, they are more likely to add more banks rather than closing existing ones in order to take advantage of more student benefits.

As newcomers, most people will stick with their current bank for the first free year, allowing them to make a decision after that.

Survey

When fees and customer service become the main factors for switching and choosing a bank in the future, will customers still want to stay with their current one?

For students, after graduation, when they start paying monthly fees for their bank regular accounts, that’s the tipping point for them to decide.

For newcomers, after the first free year, that’s the tipping point for them to decide.


 

When fees and customer service become the main factors for switching and choosing a bank in the future, will customers still want to stay with their current one?

For students, after graduation, when they start paying monthly fees for their bank regular accounts, that’s the tipping point for them to decide.

For newcomers, after the first free year, that’s the tipping point for them to decide.


 

When fees and customer service become the main factors for switching and choosing a bank in the future, will customers still want to stay with their current one?

For students, after graduation, when they start paying monthly fees for their bank regular accounts, that’s the tipping point for them to decide.

For newcomers, after the first free year, that’s the tipping point for them to decide.

Adoption Rate

User Rating

Adoption Rate

(April 2022 - October 2023)

  1. Reflection

  1. Reflection

Simplicity Is Key

Simplicity

Is Key

An effective learning system enables learners to navigate and complete courses quickly without feeling overwhelmed by excessive features. This principle guided my design for the mobile app, where smaller screens make navigation more challenging.

An effective learning system enables learners to navigate and complete courses quickly without feeling overwhelmed by excessive features. This principle guided my design for the mobile app, where smaller screens make navigation more challenging.

An effective learning system allows learners to navigate courses quickly and complete them efficiently without causing overwhelm. It does not need too many features but should focus on key functionalities that users can utilize.

Avoiding bias

Pick The
Battles Wisely

Prioritize the learner's perspective over that of other roles (a trainer or a data analyst). When managing diverse user groups and ambitious objectives, focusing on users' goals ensures that other aspects will follow.

Prioritize the learner's perspective over that of other roles (a trainer or a data analyst). When managing diverse user groups and ambitious objectives, focusing on users' goals ensures that other aspects will follow.

Prioritize the learner's perspective over that of other roles (a trainer or a data analyst). When managing diverse user groups and ambitious objectives, focusing on users' goals ensures that other aspects will follow.

Let's work together: thaothaii2411@gmail.com

Let's work together:
thaothaii2411@gmail.com

Let's work together:
thaothaii2411@gmail.com

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