Marketplace for SMEs

Nowadays, banking entities want to improve their business services through Fintech services and thus become strategic allies for their growth. As a Ux designer, research work, design proposals and tests were carried out to create a marketplace where users can purchase banking products and services digitally.

Company

Multiplica Talent

Client

Bancolombia

Role

Lead UX Designer

Date

July 2020

Tools

Background

In Colombia there are around 3 million SMEs, they being the engine of the country’s economy and 2 out of 1 are Bancolombia clients; After understanding the day-to-day life of SMEs, the bank wants to facilitate business management through a reliable, easy digital experience with personalized interactions.

What is the problem?

SMEs need to know what services they have contracted with banks and what others can acquire, because they want reliable products, according to their needs and that help them grow their businesses.

Goal

Create a digital experience on the bank’s SME platforms, so that customers can consult and acquire new products according to their needs.

What was done?

My team and I work with teams from different areas and one of the closest is the Field Analysis team, they are in charge of collecting customer requests, speaking directly with them or through the customer service team.

From the information collected, they define the user flows and user stories that the platform must fulfill.

Our job as a user experience team is to ground those requirements and propose the most suitable digital experience. We started by analyzing the information and investigating what the competition was doing?

In this analysis we highlight 3 conclusions:

After choosing what ideas we could implement based on feasibility, solution to the problem and viability, we made pencil and paper sketches to design the wireframes of the first proposal.

Wireframes

I have always considered that it is important to validate these proposals before continuing, that is why we made an internal test with the Field Analysis and Customer Service team, received importants feedback and applied it to the new prototype that was used for testing with users real.

High-fidelity prototypes

Test with real users

We tested 5 users remotely, 2 were natural persons, 3 were companies and the main objective of the exercise was:

Knowing the perception of users regarding the Market Place, focusing on the understanding of the concept of a shopping cart and the ease of use to acquire a transaction plan and services offered by the bank to help manage your business.

Test question

Assume that you are a new client of Bancolombia and you want to buy a plan with 20 transactions per month, how would you do it?
Imagine that you are in the middle of the month and you want to see the consumption status of your products and services. How would you do it?
It is the first time that you enter this page and you still do not know which product to choose. What tool would you use to find out the ideal product for you?
You have been interested in acquiring the payroll service, how would you buy it?

Test conlcusion

Thanks to the testing, we identify weak points and improved the proposal, some of them were:

Users highlighted the graphs of plan consumption but want to be suggested which plan is right for them.

Add a shopping cart so that users can check the products they are adding

Users trust the bank’s non-transactional products and consider it an ally for business growth

The transaction plans are difficult to understand and users suggested segmenting the services offered by each one.

Suggest combos or promotions of bank products so that the user can save money.

Entrepreneurs who have little time in their day to day, saw the marketplace as an ideal tool to know the status of their products and acquire new ones without having to go to physical points.