Helping Young Adults Track and Grow Their Savings With ING Bank

A clay laptop and phone website design mockup.

Project overview

Skills

User interviews
Surveys
User persona
Ideation and wireframing
Prototyping
Usability Testing

Team

Concept piece

Timeframe

July 2021 (2 weeks)

Objective

The goal of this project was to imrove the customer experience of the ING website. Overall, the final redesigned helped 100% of users identify areas where they can improve their spending*. The general impression of most customers was that the new website was highly intuitive and informative*.

*= 5 usability tests.

A desktop device mockup with a website.

Research questions

As a user researcher, I wanted to understand how the experience of tracking and growing your savings with ING could be improved. I used qualitative and quantitative methodologies to answer the following research questions:

1. How do users think and feel about managing their savings and expenses?
2. What methods, if any, do users use to track their savings?
3. How empowered do users feel to grow their savings?

Survey responses

I conducted a survey with 45 responses. The most important findings were that 37.8% of young adults struggle to track and grow their savings and that overall 73% of people try to track their savings and budget. Furthermore, the main Australian competitors for ING are Commonwealth Bank and ANZ.

A pie chart showing the percentage of 19-24 year olds who struggle or don't to grow their savings.

Interview questions

I conducted 5 user interviews with 2 ING customers and 3 others.

Sample questions:
- Walk me through how you manage your spending… Does this work for you? Why?
- Tell me about your financial ambitions...Are you successful? Why…
- Do you feel prepared for rainy days? Why?

Insights

1. Other than high interest rates and low fees, I want a bank with an intuitive and friendly interface.

"[UP] is one of those apps where the user interface is so good that I'd just go for that and sacrifice the interest" - Callum

2. 
I sometimes get frustrated how spending a little bit here and there adds up so quickly.

"Where did all that money go?" - Georgia

"It's only a few dollars." - Cass

"I spent money when I thought I had enough, but probably didn't" - Josh



3. I want financial freedom but don't want to think about how I spend my money too much.

“I want a stable future but don’t want to miss out on having fun either - Callum

User persona

A hypothetical user persona.

Comparative analysis

The competitor analysis was based on survey data and interview results. The survey showed that the main competitors for ING in Australia are ANZ and Commonwealth Bank. One of the interviewees stated that he preferred UP Bank to ING because of the friendly user interface.

Commonwealth Bank

Pros:

  • Schedule payments and bills
  • Minimalist UX UI
  • Monthly income/spending summary

Cons:

  • Account fees
  • Uninformative statements
ANZ

Pros:

  • Automatic payments
  • Minimalist UX UI
  • Monthly income/spending summary

Cons:

  • Deposit/withdrawal summaries (confusing)
  • Uninformative statements
UP Bank

Pros:

  • Savings goals (savers)
  • Round up spare change to go into savers
  • Monthly spending summaries
  • Informative transaction statements

Cons:

  • Too many features (overwhelming)
  • Online bank (less trustworthy), mobile only

Problem statement

Young adults try to budget but often struggle to manage and grow their savings effectively. While they try to stay on top of their spending, they do not want to miss out on having fun. They do not want to think very much about how they spend their money but hope to gain financial freedom one day.How might we help users like Amy gain financial freedom while maintaining a healthy work life balance? What if ING Bank helped their customers create a budget and track their savings?

Prototype and usability testing

I tested the prototype with 5 users who fit the demographic of the persona. The main problem users encountered was understanding the graph in the middle of the screen. They also struggled to notice the account selection pills. To fix this, I made the following changes:
- Added coaching screens for the account selection and the graph.
- Added a trend line to indicate how your savings are going.
- Changed the graph to end on today’s date to make it clear that this is savings over time.

After these iterations, all users were successful in completing all the tasks. 3 out of 5 users said the new dashboard was ‘very intuitive’. 1 user said it was ‘intuitive’ and 1 user said it was ‘somewhat intuitive’. All users said the new dashboard is ‘informative’ or ‘very informative’.

A screenshot of a usability test.

Responsive web-designs

A responsive design of a website dashboard.

Final thoughts

This self projected redesign helped young adults visualise and manage their savings. The main limitation of the project were time and resources. The customer interviews and usability testing were insightful - however, if this was a real job, I would test with and interview ~20 users instead of 5. The prototype was focussed on understanding the data visualisations but was limited in its capacity to create new budgets. In the future, this part of the prototype should be expanded upon.

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