Scotiabank's current demographic is mainly individuals aged 40 and above. The bank's objective is to expand its user base by attracting a younger audience, encouraging them to become customers, and enabling active engagement with its diverse services and tools.
This project is divided into 3 parts. The First part contains the project proposal and competitive analysis. The Second part contains research; interviews; empathy mapping; personas, journey maps; pain points, opportunities for design; functional requirements, constraints; and storyboards. The Third part contains another round of interviews; card sorting, tree testing; low, medium and high fidelity prototypes, and testing for each stage of the prototype.
The target user population for our financial service will primarily consist of individuals aged 18 to 24 who are actively pursuing education or working towards enrolling in postsecondary education. We'll also consider those not currently enrolled but aiming to do so. Our focus lies in understanding their educational status, financial habits, and demographic characteristics. This demographic is crucial as they're likely to experience significant financial milestones such as starting their first job, purchasing their first car, and living independently for the first time. By providing seamless financial services and guidance during these pivotal moments, we aim to build long-term relationships with this demographic, laying the foundation for their financial future.
Our team conducted a thorough competitive analysis to understand the strategies employed by companies targeting the younger demographic in the financial sector. Competitors were categorized into National Banks, International Banks, and Financial Technology (FinTech) Companies. National Banks like CIBC, BMO, RBC, and TD Bank offer traditional services with basic features and low costs, appealing to a wide range of users but lacking in personalization. International Banks follow similar traditional approaches but lack personalized features tailored to the youth demographic. FinTech Companies such as Neo Financial, Splitwise, Wealthsimple, MyDoh, and KOHO offer niche features like expense sharing, beginner investing, and spare change saving, catering specifically to the younger demographic's needs. However, they may lack the reliability and security associated with established banks. This analysis helps our team define design goals and understand the market dynamics for targeting younger users effectively.
Scotiabank's competitors provide a variety of tools targeting younger demographics, with traditional banks offering reliability but lacking personalization, while FinTech companies offer customized features but lack reliability. Our design aimed to provide simplified processes, and integrate seamlessly with Scotiabank's digital services. Opportunities for differentiation include personalized recommendations, ease of foreign money transfers, an auto money management system, and an auto-saving feature, catering to the evolving needs of youth and student customers. (Note: We started the project with the hopes of making something along the above lines, but the final design solution was drastically different than what we initially started with. This was due to data we gathered in the Part Two.)
Our research employed surveys and interviews as primary methods, starting with a foundational survey posted on Canadian post-secondary subreddits to capture diverse insights on student financial experiences. Based on survey findings, semi-structured interviews over Zoom were conducted with 12 participants to delve deeper into thoughts, behaviors, and banking relationships. Each interview involved one interviewer and one notetaker, with multiple rounds planned to gather critical insights. Additionally, insights from secondary sources such as public forums like Reddit were utilized to further develop user archetypes and journeys, informing our design process comprehensively.
The foundational survey, distributed across ten post-secondary subreddits, garnered responses from 33 participants, predominantly aged 18 to 24 (75% of sample). Most participants were enrolled in university or college (81%), with TD Bank being the most common banking affiliation (37.5%), followed by CIBC (28.1%) and Scotiabank (15%). Key insights revealed a reliance on mobile banking apps over websites or physical branches; exclusive use of banking apps over fintech apps; top expenses including rent, groceries, and transportation; and a focus on immediate financial needs rather than long-term goals like investing or saving for large purchases.
During our interview process, we engaged with 12 participants from various backgrounds, including part-time, full-time, graduate, and apprentice students, split into two rounds of interviews. Each interview lasted between 30 to 60 minutes, accommodating the diverse financial habits and knowledge of participants. The first round focused on participants' educational status, banking relationships, spending and savings habits, and Fintech use. Insights from the initial round revealed that many participants rely on mental notes for budgeting, lack clear financial goals, are influenced by family in choosing banks, primarily use banking apps over Fintech apps, and have straightforward spending habits without the need for complex financial tools.
In response to insights gained from Round 1 interviews, our team made adjustments to the question structure for Round 2. This involved cutting or rephrasing poorly-worded or confusing questions and adding inquiries about recent spending experiences to understand participants' decision-making processes. Additionally, we delved deeper into rewards programs' influence on financial habits and expanded questions on expense breakdowns to grasp participants' mental categorization models. These changes aimed to enhance participant responses and develop additional archetypes for a more comprehensive understanding.
Once the questions were adjusted, insights from Round 2 interviews revealed that while participants recognized the benefits of tracking spending and budgeting, they found it time-consuming and often felt guilty about their spending habits. Key insights included tendencies towards guilty spending, interest in visualizing spending through customized spreadsheets, prioritization of immediate savings over long-term goals, challenges in adopting new financial habits due to laziness or stress, and difficulties in handling sudden expenses, inducing stress and panic.
In addition to surveys and interviews, we explored online forums like Reddit to gather more perspectives on user pain points and behaviors within our target demographic. This secondary research unveiled insights not prominently highlighted during interviews, such as long-term customers feeling neglected as newcomers receive incentives, and the hassle of switching banks being a common concern. Furthermore, it shed light on the issue of graduating students facing account transitions with fees, prompting many to consider switching banks. Additionally, online forums revealed a previously overlooked sub-demographic of student commuters, prompting further research into their behaviors and pain points to provide tailored design solutions. This suggests an opportunity for Scotiabank to cater to the needs of student commuters and underscores the importance of understanding diverse user groups for effective design solutions.
We developed Personas and Journey Maps from the data we gathered. Initially the Personas and Journey Maps we developed were centered toward the way our target demographic was influenced to join the bank, but we changed them after one brainstorming session where we found out that we didn't want to head that way. We were advised to head in a slightly separate direction, so we recreated the personas and Journey Maps. The Latest Personas and Journey Maps can be viewed below:
We originally targeted pain pointes that we thought of working on/improving. The pain points were: Bank's app presents limitations in modifying personal information and lacks integration with fintech apps, resulting in a fragmented user experience. Participants in the study expressed dissatisfaction with the lack of budget management tools and spending monitoring features within the bank app. Additionally, encountering monthly fees for falling below a certain account balance threshold contributed to overall dissatisfaction with the banking experience. Users resort to external applications like Excel due to the absence of integrated tools, further complicating financial management. Despite these challenges, some individuals are hesitant to trust fintech apps due to concerns about security and trustworthiness, leading to reluctance in signing up for such services.
Based on the pain points, the opportunities for design for Scotiabank app were: Simplifying the signup process with online registration or in-app account creation would enhance convenience. Integration with spreadsheets would enable users to organize transactions more efficiently. Implementing automated budgeting features with some customization options would aid in financial management. Additionally, offering incentives like extra Scene points for Scotiabank users through gamification could attract and retain customers, making the banking experience more competitive and rewarding.
The functional requirements for redesigned Scotiabank app will focus on enhancing user experience through streamlined onboarding, personalized budgeting tools, and efficient financial tracking. It will prioritize positive financial information presentation and integrate custom budgeting tools for user preferences. Spreadsheet integration and budgeting automation will further empower users. The user interface will prioritize user-friendliness and clear expense categorization. Student-focused features will include a dedicated Student Card x Scotiabank feature and exclusive discounts. Increased Scene Points incentives will promote loyalty, while support programs for academic journeys and access to student discounts will be integrated. The app will also offer educational content and guidance for financial literacy, aiming to provide a more user-centric, efficient, and rewarding banking experience.
When designing an application, understanding usability constraints is crucial. This involves ensuring a simple and intuitive user interface, avoiding clutter and confusion in navigation. Features should be prioritized based on user needs, gradually introducing advanced functionalities. Avoiding a separate application is preferred to maintain a seamless user experience and avoid fragmentation. Financial education should be informative but not overwhelming, avoiding complex terminology and offering optional interactive elements like quizzes. Including incentives such as rewards or recognition for active participation can further boost user engagement with educational resources.
Encouraging positive financial habits, students will earn Scene points by achieving set savings goals. This incentive-based system adds a gamified element to the savings process, motivating students to actively participate in responsible financial practices. The flexibility of how Scene points can be redeemed can create a way for students to earn money while saving money. This also rewards loyal customers as they are rewarded with scene points as long as they reach their goals while a part of Scotiabank.
The overall problem is a complex one, one with no single solution, but several smaller solutions that build an environment to entice the student demographic by creating a banking experience that speaks to them. Firstly, simplifying the onboarding process and having the ability to create an account on the Scotiabank app is a drastic improvement over exclusively being able to open an account in a branch or on the website. By reducing the barrier to opening an account, it can be expected that more students would be eager to join Scotiabank, knowing the process is quick, easy, and accessible. In addition to the streamlined onboarding process, personal colour-coded categories for various transactions within the app can help the user visualize spending habits when they look at their statements at a glance.
Utilise the pre-existing Scene rewards app and gamify the point system. Have restaurants and establishments sign up for the Scene program to be featured in a recommendation system baked into the app. Scotiabank will recognize certain establishments that are beneficial to the user and recommend them to the user by offering increased Scene point incentives for those who shop/eat at said establishments. Establishments that offer student discounts will be highlighted to students based on their account status. This system will work similarly to the Michelin Star Guide.
After discussing with client and settling on the idea he liked, we started brainstorming for details that we would have added to the wireframes. We started by making the wireframes to replicate the current design system. Once we had the basic wireframes ready, we took the established elements and created the new frames. The first and most important feature that we were adding was the map. To make some room in the navbar, we had to shift the offers section on the first page, and it was relatively easy to do so, as some offers were already displayed there. We added a button that took the users to a separate “all offers” page beside the top. We then replaced the “Offers” button with the “Map” button in the navbar, as our main objective was to add a map feature to the app. The entire map page had a marker for places that accept Scene points and a list button which would show you the list of places closest to you that accept the Scene points as well. We hand drew it before we began with the wireframes and it looked like:
Once we made the Wireframes in Figma, they looked like this:
After we made the entire app's wireframes, they ended up looking like this:
For Wireframes, we did simple task-based testing with 6 participants and found out that the Navigation worked as everyone was able to find out the tasks without trouble. So we moved on to making and testing low-fidelity prototype.
We enhanced the low-fidelity prototype by incorporating basic graphics and images to resemble an app, facilitating user understanding during testing. Additional screens were created, including a Scene points screen displaying earned and spent points, as well as activated offers. A "Refer a friend" screen was also added to incentivize users to share the app, featuring details on potential points earned for both the user and their friend. The prototype transitioned to medium-fidelity gradually as new features were incorporated based on testing feedback and consultation with stakeholders. Some examples for the screens are:
Card Sorting and Tree Testing were conducted to refine the Information Architecture (IA) of the redesigned Scene app and understand how young users interact with and navigate through the application. These methods aimed to grasp users' categorization of information and evaluate its accessibility and organization within a hierarchical structure. Participants, aged 18-24 and enrolled in various educational programs or dependent on reward-based apps, were selected based on specific criteria. The Optimal Workshop platform facilitated the tests.
In the Card Sorting results, seven out of nine participants completed their tasks, with a median completion time of 6 minutes and 59 seconds. Most participants organized items as expected. The demographics of participants showed a majority aged 18-21, with suggestions for improving the app including simplifying categories, enhancing UI, and adding location-based suggestions for stores accepting Scene points. Seven of the participants made a median of 5 categories each. Cards consistently grouped include "Customize your Profile," "Refer a friend to join Scene/Bank," and "View recent locations you have visited.".
In the Tree Testing results, data and results from card sorting on the Scene app were used to create a tree test, forming breadcrumbs for navigation in the redesigned app. Participants mainly consisted of students fitting the Scene app user profile, particularly those familiar with the Scene and Scotiabank apps, who commute regularly between home and school. Tasks were assigned based on user needs identified in the Card Sorting step. The first task aimed to determine if participants could "open/create a Scotiabank account," while the second focused on finding the "Refer a Friend" path. Optimal Workshop statistics helped assess the effectiveness of the hierarchical structure and wording. An 80% success rate was observed for the first task, with 60% direct and 20% indirect success, and 100% for the second task, though with longer median completion times suggesting potential confusion. Pathways for the first click varied, indicating navigation challenges, particularly in subsequent clicks.
The low-fidelity prototype of the Scene app underwent usability testing with six participants, evaluating its overall usability and identifying potential obstacles users may encounter. Tasks included finding rewards history, upgrading the account, making an account, locating FreshCo offers, referring a friend, and navigating to a restaurant offer. Findings revealed issues with navigation flow and feature placement, such as rewards history being hard to locate and confusion regarding upgrading the account. Recommendations included redesigning navigation flow for intuitive access to features and improving clarity in feature labeling. Participants had mixed reactions to the app's design, suggesting the need for significant improvements, particularly in navigation clarity, to enhance user experience.
As our low-fidelity prototype started to have more features, we added interactions to most of the buttons. The addition of a travel mode feature, conceived during Lo-Fi prototype discussions, stands out as a significant addition to the Scene app. This feature targets commuters, offering rewards points for traveling via GO Transit, promoting public transportation usage and environmental sustainability. The feature grants points for journeys that commuters would have made anyway, reducing reliance on private vehicles. The XP bar was introduced to gamify the rewards system, visualizing earned points and enhancing user engagement. Brainstorming sessions led to the development of a medium-fidelity design showcasing the XP bar, Recent Rewards, and recent transactions, although this design evolved throughout the high-fidelity prototype phase. At the final stage of our medium-fidelity prototype, it looked like this:
Eye tracking was employed as a method to analyze user visual attention and behavior during usability testing of the medium-fidelity prototype. Using GazeRecorder and Figma, eye movement and focus were tracked while participants completed tasks. The aim was to assess the effectiveness of new features and validate design decisions. Tasks included upgrading to a Scotiabank account and finding nearby restaurants/stores with Scene rewards. Findings indicated that design changes were easily navigable, but minor improvements in visual aesthetics were needed. Users found new features well-integrated, with smooth task flows. However, more opportunities to upgrade accounts should be provided to avoid limiting users. Overall, the app received mixed reactions in terms of design, with some users noting it felt incomplete. Issues with the eye-tracking software were also acknowledged while the testing was going on, and we did require careful consideration during data analysis eye tracker testing.
Think aloud testing was conducted to delve deeper into users' cognitive processes as they interact with the redesigned Scene app. Four tasks were assigned to participants to elucidate their decision-making and reasoning during task completion. Feedback from these sessions highlighted areas of confusion and frustration, leading to refinements in the prototype:
Missed Points Clarification: Participants were confused about "missed points" displayed on the interface, mistaking them for unclaimed rewards. To address this, terminology was revised to "unclaimed points," clarifying that they were rewards unclaimed due to the lack of a Scotiabank account.
Map Navigation Challenges: Users found it overwhelming to navigate the map page, struggling to discern interactive elements and their functionalities. Recognizable icons were integrated to enhance clarity, and buttons were redesigned for consistency, streamlining the user experience.
Offer Screen Interaction: Participants had difficulty determining clickable elements on offer screens, leading to confusion. Visual contrast of buttons was improved, and offer descriptions were enhanced to clarify benefits, expiration, and location information.
Travel Points Section Disorientation: Users felt disoriented by the travel points section, perceiving it as a separate app. The page underwent a redesign to align with the overall app aesthetic, offer descriptions were clarified, and the offer's location was strategically relocated for easier access.
Overall, feedback from think-aloud protocols informed necessary design changes, improving usability for participants.
The high-fidelity prototype was developed from scratch with fully interactive features and high-quality graphics. A design system was established to ensure consistency across components. Key changes included multiple iterations of the home page based on user feedback, with enhancements such as clearer call-to-action buttons and prominent Scene branding. Additional pages were added for browsing Scotiabank cards and signing up for Scotiabank accounts within the app.
The prototype introduced a gamified rewards system where users fill up an XP bar to receive discounts at Scene-partnered restaurants. It also featured the "Explore with Scene" feature, allowing users to locate Scene-partnered places nearby, share offers, and earn extra Scene points. An interactive map and filter feature facilitated browsing, while the "Travel with Scene" feature enabled users to earn points by traveling with Scene-partnered companies.
The account page was fully developed, mimicking the Interac Verify service for quick account opening. Notifications for missed points and offers were showcased, providing users with real-time updates. With over 100 screens, the final prototype significantly differed from the original Scene app, featuring changes in the home page, rewards page, offers page (integrated into the home page), map pages for exploration and travel, card page, and account section. At the end of development, the High Fidelity Prototype looked like:
The testing aimed to evaluate the effectiveness of design solutions through A/B testing, Think Aloud sessions, and SUS surveys with five participants. Tasks included signing up for a Scotiabank student Visa, finding nearby Scene partners, signing up for a Scotiabank Account, and checking commute points from Brantford to Hamilton.
Results showed a 15% increase in speed for credit card applications, a 15% improvement in comprehending nearby offerings, and a 35% faster account opening process. SUS survey scores slightly exceeded the existing Scene system. Issues of visual hierarchy and wording inconsistency were addressed, aiming to enhance user experience by ensuring clarity and consistency throughout the interface. Overall, the testing validated the effectiveness of design solutions in improving onboarding efficiency within the Scene app, with minor issues identified for further refinement.
The final usability tests included task-based and open-ended testing involving 42 participants recruited through the guerrilla method with students across Wilfrid Laurier University’s Brantford campus.
Success Metrics and Validation: The final testing aimed to ensure user engagement with Scotiabank's onboarding process. Tasks guided users to utilize new functionalities like discovering offers on the map or redeeming rewards. Success metrics were based on the percentage of users engaging with onboarding features during tasks, prioritizing meaningful engagement over a 100% success rate.
Success in Design: The task-based usability testing showed moderate success, with 6 out of 20 participants engaging with the onboarding process naturally, indicating effective user interest and interaction. Users expressed significant interest in the "Discover" feature, suggesting that exploration-oriented features resonate well and could drive engagement. Overall, participants found the prototype app easy to use and understand, indicating intuitive UI and functionality.
Failures in Design: Participants encountered confusion regarding specific app features like redeeming gift cards for Scene Points and understanding the purpose of the XP bar, indicating areas where the app's design may need clarification. In response to user feedback citing confusion, the XP system was completely removed to simplify the interface and enhance user experience.
While our solutions have been validated in usability testing, we recognize that user onboarding is a long-term process. Our testing involved hypothetical scenarios, and users may not join Scotiabank within the same timeframe as our testing sessions. We suggest a gradual rollout of these features into the Scene app to accurately assess any increase in onboarding through the app. This approach will provide real-world data on the effectiveness of the recommended features in driving user engagement and onboarding.
In addition, the XP bar should also be repeatedly reiterated and tested long-term. Even though our usability testing demonstrated little interaction with this solution, it should be tested over a long period to see if users deem it valuable as they earn points within the Scene app, once again testing these features in the most natural environment.
The push notifications designed to alert users about missed points at Scene partners couldn't be thoroughly tested due to technological constraints and time limitations. Long-term testing is recommended to assess their effectiveness in prompting users to return to the app and potentially onboard to Scotiabank to redeem their unclaimed points.
Scotiabank's partnership with Presto offers a convenient solution for students in Ontario, Canada, enabling them to integrate their Scotiabank card with a Presto card. This combined functionality simplifies commuting on participating public transit systems, such as those in Greater Toronto, Hamilton, and Ottawa. With this integration, students can earn rewards points for their regular commutes.
We won the Scotiabank Experiential Learning Award for this project, and we also secured 2nd place in our capstone design class. The link to the LinkedIn post is added below.
If you would just like to view the Final Prototype, and not read through the process of designing the final prototype, then the link to final prototype is attached to the following button.
