The Problem & Goal
The original mobile app design for Dalian Rural Commercial Bank was confusing for some users, leading to increased support inquiries and difficulty completing basic tasks like transferring money or paying bills. Many users, especially elderly customers, found the buttons too small and the navigation too complex to understand.
The goal of this project was to simplify the homepage, making it more accessible and user-friendly for less tech-proficient users.
Role & Responsibilities
I led the redesign of the mobile app homepage. My responsibilities included analyzing user feedback, identifying pain points, and creating a simplified user experience. I designed a new layout with larger icons, improved visual hierarchy, and clearer navigation to help non-technical users perform key tasks with ease. Additionally, I was responsible for prototyping, testing, and implementing feedback from stakeholders.
Persona
Name: Liu Fang
Age: 65
Occupation: Retired Accountant
Location: Dalian, China
Background:
Liu Fang has been a loyal customer of Dalian Rural Commercial Bank for years. She primarily uses the bank’s mobile app for checking her account balance, paying utility bills, and transferring money to her family. However, she is not very tech-savvy and often finds digital banking interfaces confusing. When she encounters issues, she prefers calling customer service rather than navigating the app.
Pain Points:
- Finds the buttons too small and difficult to tap accurately.
- Struggles with complex navigation, making it hard to find key features.
- Feels overwhelmed by too many options on the homepage.
- Often contacts customer support because the app’s interface is unclear.
Goals & Needs:
- Wants a simpler and clearer homepage to quickly access essential banking services.
- Needs larger icons and better visual hierarchy to improve readability.
- Prefers a straightforward navigation system that reduces confusion.
- Would like easy access to customer support in case she encounters issues.
How This Design Helps:
The redesigned banking app homepage improves accessibility by introducing larger icons, simplified navigation, and a decluttered interface. Liu Fang can now easily find essential functions like money transfers, bill payments, and account details without getting lost in unnecessary menus. The streamlined design reduces the need for customer support inquiries, allowing her to bank independently with confidence.
Information Architecture
Before
After
Wireframes
High-Fidelity Prototypes
Impact
The design significantly improved the user experience for non-technical users, particularly senior citizens. After implementation, the number of complaints from senior users decreased by 34%, reflecting a more intuitive and accessible interface. This improvement also led to increased user satisfaction and reduced dependency on customer support, allowing the bank to allocate resources more efficiently.