UX CASE STUDY

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SBI Card Redesign

MY ROLE

2 PRODUCT DESIGNER (ME)

1 UX RESEARCHER

DURATION

3 MONTHS

FEB- APRIL 2023

DURATION

3 MONTHS

FEB- APRIL 2023

UX CASE STUDY

Scroll to explore

SBI Card Redesign

MY ROLE

2 PRODUCT DESIGNER (ME)

1 UX RESEARCHER

DURATION

3 MONTHS

FEB- APRIL 2023

DURATION

3 MONTHS

FEB- APRIL 2023

UX CASE STUDY

Scroll to explore

SBI Card Redesign

MY ROLE

2 PRODUCT DESIGNER (ME)

1 UX RESEARCHER

DURATION

3 MONTHS

FEB- APRIL 2023

DURATION

3 MONTHS

FEB- APRIL 2023

Problem Statement

“We often see users struggling to navigate the cluttered and complex interface of the SBI Card mobile app, leading to frustration, higher drop-off rates, and reduced engagement. Can we redesign this experience to be more efficient, intuitive, and user-friendly, ensuring a smoother journey from start to finish?”

?

DESIGN APPROACH

DEFINE

Personas

Objectives

SWOT Analysis

Pain points


Personas

Objectives

SWOT Analysis

Pain points


EMPHATHISE

Interviews

Task analysis

user analysis

Heuristics Evaluation

Understanding

Existing App interface

Interviews

Task analysis

user analysis

Heuristics Evaluation

Understanding

Existing App interface

RESEARCH

Share Ideas

Crazy 8s

Diverse and Converge

Priorotize


Share Ideas

Crazy 8s

Diverse and Converge

Priorotize


DESIGN/PROTOTYPE

Storyboards

Design System

Low- Fidelity

Mid- Fidelity

Feedback


Storyboards

Design System

Low- Fidelity

Mid- Fidelity

Feedback


A/B TESTING

What works

Usability testing

user feedback

Iterate/Design suggestions

What works

Usability testing

user feedback

Iterate/Design suggestions

I delved into understanding of the SBI card app and through the whole process found out many corrections. The design process was very iterative and followed many human computer interaction methods to evaluate the application. below images shows how complicated design processes can be.

I delved into understanding of the SBI card app and through the whole process found out many corrections. The design process was very iterative and followed many human computer interaction methods to evaluate the application. below images shows how complicated design processes can be.

Task Analysis & Journey Maps

The personas and empathy maps helped us outline an hierarchical task analysis, which we then used to make a journey map highlighting the pain points and the opportunities for improvement.

1. Open App

• Log in:

• Existing user:

• Enter mpin

• Navigate to Home

• New user:

• Enter Mobile number

• Enter Email

• Set up mpin

• Navigate to Home


1. Open App

• Log in:

• Existing user:

• Enter mpin

• Navigate to Home

• New user:

• Enter Mobile number

• Enter Email

• Set up mpin

• Navigate to Home


2. Home Screen

• Options available:

• Profile:

• Edit profile

• Log out

• Notifications

• Ask Ila (Chat assistant)

• SBI Pay

• Services

• Pay details

• Bill received

• Card Management:

• Edit profile

• Log out

• Service Request:

• Edit profile

• Log out

• Fees:

• Edit profile

• Log out

• Others:

• Edit profile

• Log out

• More:

• WhatsApp

• E-store

• Insurance

• Benefits


3. Exit App

• Users have the option to log out from several screens:

• Profile

• Services

• Card Management

• Others

USER ANALYSIS

  • Users are finding it difficult to figure out the amount to be paid exactly as the latest transaction is not being updated.

  • Loading time is a little longer and the flow of the app looks a bit sticky.

  • The spend analyzer is confusing, as the user finds it difficult to trace it.

  • If a user has more than 1 card, it becomes really complicated.

  • The payment link has very bad UX. Becomes too complicated.

  • Users are finding it difficult to figure out the amount to be paid exactly as the latest transaction is not being updated.

  • Loading time is a little longer and the flow of the app looks a bit sticky.

  • The spend analyzer is confusing, as the user finds it difficult to trace it.

  • If a user has more than 1 card, it becomes really complicated.

  • The payment link has very bad UX. Becomes too complicated.

PERSONA

Akash wants to use SBI Credit Card SimplyClick to make online purchases, track his spending, and earn rewards. He is looking for a user-friendly app that is easy to navigate and use. He is also looking for an app that offers a variety of features, such as the ability to pay bills, make purchases, and redeem rewards.

Independent

Lazy

Tired

Team player

Active

Full of energy

Messy

Organized

Busy

Time rich

Analytical

Creative

Introvert

Extrovert

Independent

Lazy

Tired

Team player

Active

Full of energy

Messy

Organized

Busy

Time rich

Analytical

Creative

Introvert

Extrovert

Akash wants to use SBI Credit Card SimplyClick to make online purchases, track his spending, and earn rewards. He is looking for a user-friendly app that is easy to navigate and use. He is also looking for an app that offers a variety of features, such as the ability to pay bills, make purchases, and redeem rewards.

PERSONA

UNDERSTANDING EXISTING INFORMATION ARCHITECTHURE

“We often see users struggling to navigate the cluttered and complex interface of the SBI Card mobile app, leading to frustration, higher drop-off rates, and reduced engagement. Can we redesign this experience to be more efficient, intuitive, and user-friendly, ensuring a smoother journey from start to finish?”

HEURISTICS EVALUATION

TESTIMONIALS

As compared to previous app, its a great rebrand overall and very easy to use.


  • Aurobindo senapati, manager Axis bank

The app's ability to provide real-time insights into spending patterns and manage finances effortlessly is truly commendable. I particularly appreciate the app's integration with various payment platforms.


  • Akshat, It professional

I love how AskIla is so intuitative and the interface is so smooth and overall a great experience using the prototype.

  • Deepak senapati, manager PNB

LEARNINGS

As compared to previous app, its a great rebrand overall and very easy to use.


  • Aurobindo senapati, manager Axis bank

The app's ability to provide real-time insights into spending patterns and manage finances effortlessly is truly commendable. I particularly appreciate the app's integration with various payment platforms.


  • Akshat, It professional

I love how AskIla is so intuitative and the interface is so smooth and overall a great experience using the prototype.

  • Deepak senapati, manager PNB

The reworked Onboarding is far simpler since I eliminated unnecessary design features and functions in the sign-in procedure.

Homepage

Homepage

Profile page

Profile page

Profile page

Rewards

Rewards

AI chatbot that responds accurately to all inquiries, with user-friendly features.

AI chatbot that responds accurately to all inquiries, with user-friendly features.

Revamped all services with a distinct logo and structured division of work.

Additional features

E-Store

Insurance

Benifits

SBI pay

Homepage

Homepage

Spend analyzer

Simple yet informative dashboard enables users to enage effectively.

Services

Spend analyzer

Spend analyzer

Simple yet informative dashboard enables users to enage effectively.

Simple yet informative dashboard enables users to enage effectively.

Services

Services

Ask Ila

Ask Ila

Additional features

E-Store

Insurance

Onboarding

Onboarding

Prototyping

Prototyping

SAMBIT NAYAK @PORTFOLIO

Resume

Work

About

Extras

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Projects

About

Extras

LinkedIn

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Projects

About

Extras

LinkedIn

Prototyping