How we help banking & healthcare providers reshape their service propositions to offer seamless experiences for the digital world
Chelsea Apps Factory (CAF) has been collaborating with a range of clients in the Finance and Healthcare sectors. Their core proposition is to redefine and challenge the way in which traditionally face-to-face driven services are now offered as self-motivated digital experiences.
Change of context
Opening an account, tracking your expenses, monitoring your body constants or checking on a health symptom no longer rely on a specialist behind a desk. Users can now interact with banking and health services at different levels, anytime and anywhere.
For UX professionals this is a big challenge that involves catering to the changing user needs of the current multi-device landscape. It means, embracing and designing for a variety of contexts where those processes are being experienced.
Our duty is to simplify these digital experiences into a recognisable and seamless set of user flows that become a better alternative to their analogue equivalents - such as a branch visit or a doctors’ appointment - and bring value to the client.
Since its inception, the dynamics of UX changed considerably. We have moved from designing standalone digital products to create user flows that integrate into the client’s service proposition - regardless of device, platform or field conventions.
UX designers now have to cross the boundaries of digital design to embrace service design,. This involves, analysing how the business operates, where the users come from and where they (both the users and the business) want to go next.
The digital format of these experiences brings much more flexibility to these services and gives control back to the user by eliminating (for example) branches, queuing and delayed appointments. But it also starts a debate around trust, reassurance, loss of human touch, accuracy or information overload (among other concerns).
Designing a great user experience should focus on reducing, if not eliminating, the friction on the main pain points of the service: endless process to open accounts, poorly presented or irrelevant data or delayed appointments, to name only a few.
To do this, as UX designers we must provide the right information, in the right format and at the right time.
Too much information, an inadequate use of technology or a bad integration with the client’s overall service could result in an experience as bad as having to queue in a very crowded branch.
Taking technology challenges and limitations into consideration is a big part of our job too. But we must design and plan to best serve the user behaviours, without getting blinded by technical possibilities. Implementing the latest technology novelties isn’t necessarily the appropriate answer to meet the user needs.
A holistic approach
Being part of these projects has enabled us the to put a holistic approach to design into practice, and bring our expertise in mobile to the next level.
Replicating well-established ‘analogue’ processes within a digital environment presented Chelsea Apps Factory with outstanding challenges that we tackled with great enthusiasm.
The whole process has been a priceless opportunity for us to contribute to the transformation of markets that are currently evolving in exciting and promising ways.