Priyanka Kumari-Product Designer- SBI Yono App

SBI Yono App

Digital Banking services simplified for better experience.

SBI Mobile application redesigned mockup

Client

Case Study

Timeline

4 Weeks

Services

UI/UX Design

Brief

YONO, the flagship digital banking app by State Bank of India (SBI), aspires to be the ultimate financial companion. This all-encompassing platform empowers users to manage accounts, book travel, shop online, and pay bills – all conveniently from their smartphones (available on both Android and iOS). However, extensive user research uncovered a gap between YONO's potential and the user experience it delivered.

Process Followed

I implemented a meticulous design process for each feature:

User Research & Empathy Building: The foundation of the redesign was user research. User interviews, surveys, and usability testing sessions helped me understand user pain points, expectations, and mental models for navigating a banking app.
Information Architecture Revamp: Backed with user insights, the app's information architecture underwent a significant overhaul. This involved restructuring content, categorizing features logically, and creating clear navigation pathways. The goal was to make it effortless for users to find what they need.
Wireframing & Prototyping Iterations: Low-fidelity wireframes, essentially visual blueprints for the app's screens, were created to map out user flows and test initial design concepts. These wireframes were iteratively refined based on user feedback and usability testing, ensuring a smooth and intuitive user experience.
Visual Refresh: The UI was redesigned with a focus on minimalism and clarity. Unnecessary elements were removed, and a visual hierarchy was established to guide users' attention.
Accessibility: Accessibility was paramount. The redesigned app adhered to WCAG (Web Content Accessibility Guidelines) to ensure an inclusive experience for users with disabilities.

Process followed while designing the Product

Key Takeaways

YONO App's outcome solidified my passion for user-centered design and its ability to transform complex tasks into effortless experiences. It highlighted the importance of accessibility and competitive analysis in creating a product that empowers users and thrives in the market.

1 User-centered design is key

YONO's makeover taught me that design thrives when it listens to what users actually need.

2 First steps, big lessons

This project was my design bootcamp, showing me the power of iteration and the importance of a strong design process.

3 Empathy fuels innovation

By truly understanding user struggles, I learned to create solutions that are both useful and delightful.

Competitors

•Xactly: Offers comprehensive sales performance management solutions, including incentive compensation and territory management.
•Spiff: Provides real-time commission tracking and automated calculations to simplify compensation processes.
•CaptivateIQ: Delivers flexible commission management with customizable workflows and real-time reporting.

Competitors

Target Audience

ElevateHQ is designed for sales teams, revenue operations professionals, and finance managers who manage and track sales commissions. Sales Representatives benefit from real-time visibility into their earnings, motivating performance. Revenue Operations Teams streamline commission structures and payout workflows, reducing manual effort. Finance Managers ensure accuracy in payouts and compliance with financial planning. This system automates calculations, minimizes errors, and provides transparency, making commission management effortless and efficient for all stakeholders.

Target Audience

Challenge

The user research unveiled several key challenges hindering YONO's user-friendliness and brand connection:

Poor Navigation

Users reported difficulty navigating the app. Finding specific features and functionalities became a frustrating maze, hindering their ability to efficiently utilize YONO's vast array of services.

Seamless Stitches

As new features were introduced, they had to integrate smoothly with the existing platform. Imagine adding a new room to your house – it shouldn't look like it was built later! The user experience (UX) throughout the entire software had to feel connected.

Seamless Stitches

Information Overload

Easy Navigation

The user interface (UI) was cluttered with unnecessary elements, creating a sense of overwhelm for users. This visual overload detracted from the overall user experience, making it difficult for users to focus on completing tasks or exploring YONO's functionalities.

A well-organized system for finding information (information architecture) and a consistent design style across all features were key. This would make it easy for users to learn the ropes, no matter when they started using ElevateHQ.

Easy Navigation

Disconnected Brand Identity

The user experience didn't fully resonate with SBI's brand identity. Users didn't feel a strong connection to the bank while using the app, missing out on the opportunity to build brand loyalty within the digital space.

Design Consistency

To keep the design looking polished and unified as new features were added, I had to build a design system for product scalibility. This ensured everything worked together in harmony.

Design Consistency

To keep the design looking polished and unified as new features were added, I had to build a design system for product scalibility. This ensured everything worked together in harmony.

Process Followed

I implemented a meticulous design process for each feature:

User Research & Empathy Building: The foundation of the redesign was user research. User interviews, surveys, and usability testing sessions helped me understand user pain points, expectations, and mental models for navigating a banking app.
Information Architecture Revamp: Backed with user insights, the app's information architecture underwent a significant overhaul. This involved restructuring content, categorizing features logically, and creating clear navigation pathways. The goal was to make it effortless for users to find what they need.
Wireframing & Prototyping Iterations: Low-fidelity wireframes, essentially visual blueprints for the app's screens, were created to map out user flows and test initial design concepts. These wireframes were iteratively refined based on user feedback and usability testing, ensuring a smooth and intuitive user experience.
Visual Refresh: The UI was redesigned with a focus on minimalism and clarity. Unnecessary elements were removed, and a visual hierarchy was established to guide users' attention.
Accessibility: Accessibility was paramount. The redesigned app adhered to WCAG (Web Content Accessibility Guidelines) to ensure an inclusive experience for users with disabilities.

Ideation which took place

User research revealed pain points, and it was time for me to translate those findings into a user-centric experience. I conducted brainstorming sessions, sketching out various information architecture options to streamline navigation and make features easily discoverable. User flows were mapped, visualizing how users would move through the app to accomplish tasks. I examined other leading banking apps, identifying design patterns and best practices that could enhance the YONO experience. By understanding what other players were doing well (and not so well), I could leverage those insights to inform my design decisions and ensure YONO stood out in the crowded market.

Project Outcome

By listening to what users said they struggled with, like getting lost in menus and too much clutter, I redesigned the app to be easy to navigate. Imagine walking into a familiar store instead of a maze – that's the feeling I wanted with YONO. Information is now crystal clear and organized, so finding what you need to pay bills, book a flight, or check your account is fast and easy. The design is clean and modern, reflecting the SBI brand in a way that feels inviting. This user-friendly makeover isn't just about looks – it's about empowering users to use with ease, right from their phones.

Key Takeaways

User-centered design is key

YONO's makeover taught me that design thrives when it listens to what users actually need.

Business Success

Prioritizing user needs through research and testing led to a 25% increase in user satisfaction with the platform. This user-centric approach directly translated to business success, with ElevateHQ consistently garnering badges like "Best Product of the Day" and "Top Performer - Multiple Seasons" on G2, a leading software review platform.

First steps, big lessons

Modular Design

This project was my design bootcamp, showing me the power of iteration and the importance of a strong design process.

The modular rollout strategy, planned and designed, ensured a smooth onboarding experience for new users, with a 10% reduction in support tickets related to platform navigation.

Empathy fuels innovation

By truly understanding user struggles, I learned to create solutions that are both useful and delightful.

Design System

Developing and implementing a robust design system streamlined the design and development process, leading to design team efficiency. This system also ensured a consistent and unified user experience across the platform.

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