CTBC ATM
In recent years, CTBC Bank Co., Ltd. (CTBC) has been actively innovating and optimizing financial experience in different digital financial services. As the bank with the most ATMs in Taiwan, CTBC also hopes to keep strengthening its advantages and launch a new generation of 19-inch vertical ATM. CTBC strives to build a "new generation ATM" with a smoother user experience, which is in line with new generation’s trends and with its potential, so that the users can see the vision and determination of China CITIC Bank to establishing the value of inclusive financing in digital services, and bring them the innovative and breakthrough ATM experience.
Project Challenge
Understand stakeholders’ visions and pain points profoundly
Taiwan’s ATM is equipped with many functions, each function requires different departments to maintain and operate. Different departments must coordinate and cooperate with each other to provide a complete ATM experience. Therefore, before this revision is preceded, we need to carefully sort out the relationships, previous collaboration process, etc. among different department, to organize the visions and pain points of different departments respectively, and establish a smoother communication method and future collaboration model for ATM's co-maintenance and operation.
Banking in my way
The core value of CTBC is “Banking in my way”. It refers to applying intelligent technology and scene to expand the innovative digital experience, and to connect the financial ecosystem so that can provide financial services any time, any where. Therefore, one of the challenges of this project is to adapt current ATM services to this core value. In the design process, we have to consider other services’ contact points of CTBC, and thus the users have the experience of CTBC’s Banking in my way while using ATM.
Stakeholder Interview
Business
- Director
- E-Commerce Operation Department
- Credit Card Department
- Marketing Departmet
- 7-11
- E-Commerce Operation Department
- Credit Card Department
- Marketing Departmet
- 7-11
Technology
- IT departments and equipment suppliers
User
- Innovation Department II (User Research)
Value Proposition
Convenience
Enable users with different needs to complete their tasks in a faster manner.
Clarification
Display relevant information in a more efficiently manner on nodes which information are required.
Development
The overall structure and process can match CTBC’s future development direction and connect different financial services more effectively.
Design Process
Overview of Machine
Taiwan’s ATM has a lot of functions. Before the design is initiated, we must understand all the processes of current ATM. Therefore, in the ATM test room, we experienced all the processes and details, and recorded the pain points and procedures in order to build up our understanding regarding ATM’s using process and hardware specifications.
Wireframe
In this Wireframe, we marked the operation details of the machine hardware, and then held a design meeting with responsible departments respectively according to the functions and processes of different machines. During the meetings, we could directly conduct a feasibility assessment with the machine manufacturer, so that we can Receive design feedback more accurately and quickly.
Documentation
We record the design details, form of interaction, context of process and specifications of development of the wireframe in word files format, so that the Project Owner of CTBC can remain the consistency of design and experience in the future in a strategic way afterward. By doing so, the operational process can be more efficient, and it is easier to convey the design context.
Usability Test
Find out "Existing Pain Points" via Design of Current Machines.
Find out the process and interface details which need to be optimized in current machines via the actual utilization scenario.
Test "conceptual design" by letting the participants to experience the design of the new machine.
Target at some conceptual interfaces and processes, to test the acceptance of the users and whether the users can understand the new operation model, and find out the answers of "overall impression of users", "operation of transaction function" and "effectiveness of marketing understanding ".
Recruitment of the participants
The recruitment criteria of participants are "users who are used to ATMs of CTBC". Considering that while using, the test results may be different due to differences in age, the age range of participants this time is set relatively wide; it is 25-55 years old, and the gender is as uniform as possible. In order to more accurately find out the pain points in some specific functions, we set certain conditions, such as: some participants’ using habits of deposit is at least once in a month, and it is even needed to have several deposits among them. Select participants who have not set up finger vein for withdrawal yet, so as to observe what problems the participants may encounter when setting up finger veins without any experience of it. In addition, we are also curious about the participants' views on the current marketing activities, so the conditions are also set "knowing ATM earning points activities, and will participate", "knowing ATM earning points activities, but no participation" and "Not knowing of ATM earning points activities " to collect the three categories of the participants’ views on such activities.
Testing results of functional operation
Participants can almost complete the general operation of transaction process at the ATM; Participants who can successfully complete the finger vein application and LineBC binding process is significantly less
Testing results of marketing understanding
When participants who are "Not knowing of ATM earning points activities”, they want to try to participate after clear activity’s information is revealed, while the participants who are " Knowing ATM earning points activities, but no participation" consider that if the points are presented clearly, they will consider to participating. It indicates that the interface and process shown on the ATM will directly affect the participant's willingness to participate.
Key Finding #01
The guiding icons in the finger vein application process must still emphasize details about finger placement
The guiding icons in the finger vein application process must still emphasize details about finger placement
The graphics illustration for the newly designed finger vein application process has obvious effectiveness in terms of transmission of information. Nevertheless, tips for correct posture must be highlighted, as according our survey, there are 7 participants only put their fingertips against the green light, without knowing placing their finger base plat.
Direction for Revision
In addition to pressing the fingertip against the green light, it should also emphasize that the finger base shall press against the black frame; meanwhile to emphasize that it is not fingerprint scanning during the process.
Key Finding #02
Descriptions for binding Line Personalize service shall be adapted to different users
Descriptions for binding Line Personalize service shall be adapted to different users
During the process of binding LINE personalized service, non-CTBC users consider themselves are unable to use this function to connecting with Line, and have no willingness to leave personal information to "other banks". Nevertheless, "Send the message through Line for selection", whih displays in the page of detail of transaction and benefits, does trigger users’ interesting in this regard. But they will give up preceding the binding, as the subsequent application procedures to entering their phone number were not expected.
Direction for Revision
In addition to pressing the fingertip against the green light, it should also emphasize that the finger base shall press against the black frame; meanwhile to emphasize that it is not fingerprint scanning during the process.
Key Finding #03
Information of rules of earning points and section of redeemed gifts on the transaction completion page is not clear
Information of rules of earning points and section of redeemed gifts on the transaction completion page is not clear
Information of rules of earning points and section of redeemed gifts on the transaction completion page is not provided clearly, and users cannot clearly understand how it works The connection between the earning points and redeeming the points for gifts under this transaction is not intuitive enough.
Direction for Revision
Clearly distinguish the earned points and section of redeemable gifts under this transaction. At the same time, current points owned by users, which can be redeemed or is about to redeem for gifts, shall be presented to the users in a clearer manner, and the design with more instructions shall be provided to users as a hint for users realize that there is a redeemed process after clicking the gift icon.
Final Delivery
Brand New ATM Experience
As the first image of ATM, homepage’s layout presents a highly interactive advertisement pate to make sure it becomes the mobile advertising for CTBC. Also, focus on showing that apart from traditional operation manner via inserting the card, there are more ways to verify users’ identities. From the perspective of user experience, users are allowed to withdraw easily via different verification methods. In terms of Brand’s perspective, to highlight brand image of CTBC which CTBC strives for innovation to providing users with more new experiences.
An easy-to-use homepage design to guide users to more different services
The main function of withdrawal, transfer and deposit in ATM remain the habitual location of the nine-square grid, so that users will be familiar with while using the new interface and getting used to it soon. At the same time, the task information of earning points is presented below. The task and point rewards will guide users to try different services of CTBC.
An easy-to-use homepage design to guide users to more different services
The main function of withdrawal, transfer and deposit in ATM remain the habitual location of the nine-square grid, so that users will be familiar with while using the new interface and getting used to it soon. At the same time, the task information of earning points is presented below. The task and point rewards will guide users to try different services of CTBC.
Reveal selected coupon information first, so the users can have a better idea of coupons.
The page of the selected coupons can be a valuable page of CTBC to be provided to cooperative suppliers for exposure. The content reveals the main products of the main categories, so that users can choose immediately without second thoughts, to reducing the problem of overwhelmed information regarding coupons, this can be more convenient to the uses and also increase a lot of fun while using ATM.
Reflection
This project let me realize that, as a UX designer, I have more responsibilities. In addition to designing the experience of a new generation of ATM, we also need to assist customers to design better communication methods, tools, etc., because they are also product users. Considering that they will "use" the product in the future, to design a design document which is easily to integrate and communication method. The outputs have made me realize that not only shall we focus on designing products, but also apply various UX concepts to design methods to have a method which can facilitate team’s collaboration in an effective manner.
