Fintech
2023 Spring
Chang'an Bank, a regional commercial bank, is deeply rooted in Xi'an, a city with a history spanning thousands of years.
MY ROLE
Visual Designer
Project Manager
TEAM
Kun.Lin
Amber.Huan
CLIENT
Chang'an Bank
TOOL
Figma
Miro
Adobe Suite
CATEGORY
UI
Design Direction
Icon
BACKGROUND
Quick Understanding
Chang'an Bank, a regional bank, is grappling with the challenge of competing against national banks. Its struggles are compounded by unclear product positioning and a UI design that doesn't align with current market trends. This has resulted in low user retention and poor product perception, negatively impacting the overall brand image.
Goal
Redesign the homepage, wealth, credit card, and my account pages based on user data and the brand's mission, to help Chang'an Bank establish a competitive brand advantage.
Constraints
A two months deadline. Since we need to hand off to companion app before the sunset date.
Limited user research. No abundant users and manpower to support professional user research.
Challenge
How might we establish a brand advantage through product design with limited research resources?
Approach Overview
Understanding
To understand strategic goals and app expectations.
To pinpoint desired features and user experience enhancements.
To ensure the app aligns with the bank's identity and values.
To identify design and technical challenges.
To understand strategic goals and app expectations.
To pinpoint desired features and user experience enhancements.
To ensure the app aligns with the bank's identity and values.
To identify design and technical challenges.
How ？
I divided the interviews into three sections, each tailored with questions of varying focus on brand, product, and user aspects for different departments.
Insight One
Chang'an Bank's users, mainly young and culturally savvy, including many women, seek engaging and seamless digital banking experiences. They favor quick transactions and are interested in financial products but face challenges with navigation, finding information on activities, and a bland app design. This mismatch highlights the need for an app that's easy to use, informative, and visually appealing, aligning with their modern lifestyle and interests.
Research
Understand competitors’ strengths and weaknesses in app design and functionality.
Identify gaps in the market that Chang'an Bank can exploit.
Learn from best practices and avoid common pitfalls.
Shape a unique value proposition for Chang'an Bank’s app
To understand strategic goals and app expectations.
To pinpoint desired features and user experience enhancements.
To ensure the app aligns with the bank's identity and values.
To identify design and technical challenges.
Insight Two
Chang'an Bank should use its unique historical and cultural ties to differentiate its app, creating a distinct brand identity among competitors. By focusing on user-centric services and integrating local culture into its offerings, Chang'an Bank can stand out and build stronger connections with its customers.
Summary
Design Solution
Idea
Inspired by Chang'an, the capital during China's most prosperous era, I've drawn inspiration from the Tang Dynasty's Chang'an city. By collecting patterns, paintings, and architectural silhouettes with distinctive Chinese characteristics, I aim to construct a Tang Dynasty Chang'an city within the fintech world. This approach not only celebrates the rich cultural heritage but also integrates it into a modern financial technology context, creating a unique and culturally enriched digital banking experience that stands out in the fintech industry.
