From paper to screen - digital transformation strategy for a UAE bank.
Client Deem
Agency Hanzo
Date 4 months - 2018
Role UX Researcher, Strategist
UX | STRATEGY
Context
A UAE bank turned to Hanzo to design their digital strategy as they looked to shift their services from paper to fully digital services. The brand also looked to redesign its brand strategy and image from scratch. As a UX researcher lead and supporting the strategy team, I have helped define the digital strategy for the future of the bank.
Outcome
We helped the client to refound a widely known UEA bank and turn it into DEEM, a socially conscious modern fintech with the capacity to act on a global scale.
Because of the nature of the work, this case study is password protected.
Approach
This included doing in-person and remote interviews
of the staff, conducting a heuristic evaluation of the current site and competitor evaluation, mapping, streamlining and adapting the blueprint of the current system, help to define the future brand vision and positioning, and remote A/B testing of the functional prototypes with potential users. wireframing of the base concepts, ran usability testing to check the information architecture and flow with users, as well as helped coming up with a new strategy for the brand.
- On-site qualitative research and observation
- Heuristic analysis
- Competitor analysis and parallel categories
- Service blueprint of current service and streamlining of new service
- Brand definition strategy
- Agile methodology training of stakeholder
- Site map
- A/B remote testing with lookback and Zoom
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