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

Our primary persona was a 65-year-old retiree, a long-time customer of the bank who struggled with the complexity of digital interfaces. This user wanted a simple, intuitive app that allowed them to check their balance, transfer funds, and pay bills without confusion. They often called customer support for assistance, expressing frustration over the unclear interface and small touch targets. This persona helped guide the design decisions to focus on clarity, simplicity, and larger touch areas.

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.