UX design contest by Bancolombia, the country's biggest bank, where 50 designers were selected to find the best solution to the challenge in just 6 days.
UX design contest by Bancolombia, the country's biggest bank, where 50 designers were selected to find the best solution to the challenge in just 6 days.
After an initial research in which I observed the pain points of users related to the way they currently carry out transactions, as well as their main goals and needs, I made a first attempt to formulate the problem our product could solve.
Users need a way to optimise the way they conduct financial transactions because they want a faster, more effective, and secure experience with fewer intermediaries or geographic restrictions.
We will know this to be true when we see a large number of users adopting the product for this purpose.
In order to see what similar apps are offering, as well as to detect unmet user needs, I conducted an analysis of the two leading cryptocurrency apps on the market
During this phase I came to the conclusion that Bancolombia can have a great advantage over the competition as it is a Colombian bank with more than 100 years in the market. This means greater trust on the part of users over younger foreign companies.
In addition to this, Bancolombia has the opportunity to offer cryptocurrency solutions to users through tools with they are already familiar with.
In order to gain insights into user behaviours, motivations, and frustrations, I conducted aresearch in which I did 12 surveys and 2 interviews. Participants are people who have used cryptocurrencies at some point and who can benefit from the product. This is what I found.
Research ReportUser research revealed that ease of use is an important factor users consider when choosing a way to make transactions, even more so than effectiveness. This could be related to the number of novice users in Colombia, as well as the lack of time they have to learn how to use advanced tools. Other available methods are already effective, but they are not always easy for beginners to use. Therefore, I decided to include this important factor in the problem statement. Additionally, low transaction fees seem to be more important to users compared to the speed of transactions.
Users need a way to optimise the way they conduct financial transactions because they want a faster, more effective an easier and more secure experience with fewer intermediaries or geographic restrictions lower costs.
We will know this to be true when we see a large number of users adopting the product for this purpose.
Clara is a young designer who is enjoying the fruits of her career and looking for ways to earn additional income, so she decided to follow the recommendations of her friends and invest in cryptocurrencies. Although she doesn't have a lot of experience, she really values the advice of her friends and considers it a smart move. She is aware that this involves risks, but the idea of learning about finances does not appeal to her very much.
MAIN NEED: Digital tools that are easy to adopt
Francisco works with online commerce and his work is very demanding. As an entrepreneur, he has many daily tasks and time and peace of mind are his most valuable resources. His goal is to balance running a successful business while spending time with his family. He is highly motivated and self-taught in his craft. He is very interested in solutions that can help him make his business more profitable and that don't require a lot of effort to adopt.
MAIN NEED: Fast and cheap international payments
Having analyzed the existing needs for our users found in the the research, I formulated an initial solution to the problem that responds to the needs of both our personas and the company. This solution will be verified later through usability tests.
By creating a cryptocurrency feature in the Bancolombia app that is easy for Clara to use and adopt, we will make her more confident to make larger and more frequent transactions.
By creating a cryptocurrency tool that simplifies and secures international transactions for Francisco, he will be able to grow his business significantly.
This is the main screen where users can see the balance of their investments, make transactions, find new investment opportunities and informational content.
Cryptocurrencies can be intimidating for some, especially if it is necessary to get used to a new platform. For this reason, I decided to integrate the new screens into the current UI of the Bancolombia app so that users feel in a familiar environment.
Since user research participants expressed they didn't have the time or desire to spend time doing research about crypto, I designed these informative guides of 60 seconds or less in a story format. This way, users will be able to learn quickly in a more entertaining way than reading articles, for example.
For some participants, it was not very clear what the price and balance values indicated on the main screen of each cryptocurrency corresponded to. I fixed this issue by adding a tooltip further explaining this feature
One user said that he found it confusing to see one of the coins he already has in his cryptowallet as a recommendation. The new version now shows only popular coins that the user does not have yet
