Improving a leading Australian banks’ merchant servicing capabilities through strategy and design, to enhance customer experience and improve business outcomes.
We consulted to undertake a major project for a leading Australian bank that manages more than 25,000 merchant accounts, to design a managed services platform for payment processing, also known as Payments as a Service (PaaS). Our client wanted to change how they service institutional merchant clients to provide fast and secure payment solutions and improve business outcomes for merchants.
Pitch presentation Proof of concept Onboarding journey
The objective of the portal was to help businesses grow by giving merchants the opportunity to manage their payment processes online and directly monitor their business activity.
In order to achieve this, Charles Elena collaborated with the consultants to firstly understand their merchants needs and how we could implement those needs into an easy-to-use, effective online portal. Next, we needed to create a seamless onboarding experience to ensure it could reach its full potential. The key requirement for the project was to customise a merchant offering for the clients that provided enhanced payment capability through PayPal and emerging digital payment platforms such as WeChat and Alipay. Omnichannel payment methods are convenient and professional and help to improve business outcomes by offering seamless solutions.
Reaching its potential
We needed to ensure the merchants could use the portal to its full potential in order to create valuable outcomes for themselves and the Bank. We had to align the Bank’s expectations with their technical capabilities to maximise customer experience and ensure the portal was seamless to use and easy to understand. To do this we needed to carefully consider human-centered design concepts and the application of design thinking methodologies, incorporating all of this into an onboarding journey enabling customers to experience all of the benefits the platform had to offer.
Understanding how merchants interact
A series of workshops and interviews with merchants and stakeholders were held to understand the problem areas in the user experience. To leverage a seamless journey for all merchants, we involved three key users (derived from personas) throughout our Design Thinking process.
User process flows were mapped out and wireframes created that set the stage to re-imagine how the Bank should provide easy-to-use, effective merchant services.
We also uncovered why different users required their own unique journeys, leading us to prioritise and customise the portal for each user type.
To leverage a seamless journey for all merchants, we involved three key users throughout our design thinking process: Merchants (bank customers), Relationship Managers (bank staff) and IT service desk (back-end consulting team).
Thinking beyond the requirements
Synthesis from the research phase helped us understand the platform’s value and potential beyond management services for merchants. By re-defining each user journey, we uncovered the need for important features like an Insight Module powered by AI, Universal Search Bars, a Chatbot and an Inbox system. All of these would make the portal more intuitive and navigable for the users.
Finally, a solution developed that focused on business outcomes, simultaneously adding value through providing Analytics, Insights and Social Capability. This added value to the relevant merchants but also improved the overall communication between the Bank’s Relationship Managers and their clients.
Building a narrative
To re-build the Bank’s Services Platform, it was important to create a user-journey narrative that conveyed how the Bank’s technical and design capabilities were benefiting the Bank employees and their customers.
The product follows different persona views, encompassing a large institutional customer journey from their onboarding experience to their business management.
Enhanced customer experience
Smarter decisions through insights and notifications
Improved relationships between bank managers and their customers
Strategic introduction of AI powered insights
Designed to leverage the data structure of the existing platform