This project is a result of a partnership between BNI and my organization, RISTEK Fakultas Ilmu Komputer Universitas Indonesia. My role in this project is the Lead Product Designer, responsible for a design team of 6. The purpose: to develop new finance-related features for BNI Mobile Banking app in order to attract more BNI customers to start using the app.
Client
Bank Negara Indonesia
Duration
6 months (May 2021 - October 2021)
Role
Lead Product Designer
Tools
Figma, Maze
BNI Mobile Banking or BNI Mobile app is a banking service that allows easy transaction through our smartphone securely, quickly, and efficiently. BNI wished to develop new features for Payment to increase daily transaction rate and user conversion. It is up to my team to discover and develop features in that scope.
"As of July 2021, only 9,3 million out of 63 million BNI customers used BNI Mobile Banking."
Y.B. Hariantono, director of IT and Operations at BNI (source)
Turns out, a large percentage of BNI customers did not use BNI Mobile. The data suggest that the room for improving BNI Mobile to attract more user is still wide open.
There are various contributing factors that led to this statistic. We deduced that one of its main reason is the weak dependent relationship between BNI customers and the app, since there are many alternatives for most of BNI Mobile’s existing features.
From the challenge, a question is raised, "How might we increase the dependent relationship between BNI customers and the BNI mobile banking app?". The solution of this question will help us find the solution to increase the daily transaction rate and user conversion of BNI mobile banking app**.** With that in mind, my team discovered an opportunity that we can exploit to achieve our goal.
When considering the opportunity, we also considered the fact that
<aside> 💡 Most of the app’s users are millennials, covering 38% of its total users (source). Therefore, millennial BNI customers are more likely be easier to attract.
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We use this opportunity to determine how we can achieve our goal of improving daily transaction rate and user conversion of BNI Mobile Banking app. Therefore, it can be concluded that the feature we propose should be a BNI Mobile exclusive feature that will be attractive to millennial users.