In the past, ANZ customers often gave up part way through the IMT process. And if they did get to the end, there was a good chance their transfer was rejected because it didn’t meet set criteria.
So we had to really get our thinking caps on when ANZ wanted to introduce International Money Transfer (IMT) to its goMoney banking app.
Because IMTs were already implemented in Internet Banking, we used this as a basis to understand what customers were doing, which stages they weren’t able to complete, and why transactions failed. We then conducted competitor research to see what others were doing and define industry-standard terminology.
A user flow and wireframes were then created for testing with mobile customers. For ANZ, observing customers using the prototype and indicating their likeliness of using it was a real eye-opener. It became clear that pricing and transparency played a large part in the overall buying decision and customer experience.
Setting up a flexible design process made it easier for ANZ to articulate its decisions; and make tweaks along the way. Following testing, fees were lowered, made more transparent, and in some cases joined together so that they were easier for customers to understand.
The bottom line was the bank met its ultimate business objective, which was to increase the number of successfully completed IMTs through its digital channels.