GC
Itaú Opening Accounts
Document submission and proof of life experience
My role and responsibilities:
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Data research and analysis
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Collaboration with PMs and the Development Team
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Interface ideation and prototyping
OBJECTIVE
Itaú Argentina contacted us to investigate its flow of opening digital accounts performed on mobile phones. The reason for this search was many users were having their requests declined.
As shown in the chart below, the percentage of rejected requests compared to approved ones is high, with a monthly average of 20.2% between March and October 2020.
List of approved and rejected requests
CONTEXT
We know that during the pandemic, people avoided going out to solve things they could solve from home. Opening a bank account is one of those things you can do without contacting the outside world.
As we see in the graph below, the number of requests for account openings increased by 333.62% between March and October, compared to previous months, which proves the growth of requests during the pandemic.
Number of users requesting account opening via mobile in 2020
USER PROFILE
The user profiles of Itaú Argentina (as in Brazil) are very diverse, there are people of different cultures and ages.
But, unlike some digital banks, which communicate with people who are more familiar with technology, Itaú communicates with people that may not be.
DISCOVERY
First discovery
For a better understanding of why there are so many refusals, we contacted the Itaú Argentina metrics team and requested some data that could help us taker a closer look on what was happening. And that's when the project took the right direction.
Table with reasons for refusals and number of each between January and October 2020
Graphic of the total number of requests refused and the share of requests refused by illegible document photo
Understanding illegible document photos
But we still wanted to understand a little more. Why were these document photos considered unreadable? What should we do to prevent these photos from being captured correctly?
So we talked to the client specifically about this and found that four reasons made the photos unreadable, they were:
The context from the user's point of view
Then we analyzed the document photo upload step of the current flow, and mapped areas for improvement:
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They had to turn the cell phone suddenly, which was hard to understand;
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There was no introductory screen for this step, anticipating points of attention for the user;
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Buttons on the capture screen didn't help the user.
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There was no confirmation and review screen for photos. The user couldn't verify if his photo was good according to the criteria that qualify it: framing, legibility, and lighting.
Benchmark
We searched for better alternatives for how other market players present this stage of sending documents, considering Brazilian and Argentine banks, both conventional and digital ones.
During the analysis of the selected players, some good practices have been observed and taken into account for the design of the screens:
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Instructions before taking the photo to avoid mistakes.
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Area for framing documents when capturing the photos.
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Confirmation screen for the user to review the quality of their photos.
IDEATION
First drawings
Initially, I drew the idea on paper with some proposals for changes, such as separating the instructions on different screens.
At that moment, I had the idea of creating an animation for the step of turning the cell phone to the horizontal view at the time of capture.
First version of the interfaces
At that time, some points had not yet been defined, such as the photo capture screen, which were only considered elements of the Itaú Design System.
Home screen with instructions
Data review screen
Capture screen options
VALIDATION OF THE INTERFACES
So, I took the first drawings to a Design Critique session with the team, which was critical for making a few improvements:
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Conversational tone from the text to the flow as a whole;
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Recognizable photo capture (using references from Android and iOS systems).
Android and iOS native screens for photo capture
DELIVERY
The benchmark and the Design Critique brought discussions that resulted in improvements in the design of the screens:
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Three defined moments
The instructions were positioned according to three moments - before, during, and after the capture, reducing the cognitive load and making the user's understanding easier at each step.
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Illustration with animation
In the old flow, the user was suddenly faced with a horizontal screen with this instruction. The new proposal shows what needs to be done in a friendly and intuitive way.
Recognizable photo capture
I tried to make the photo capture screen similar to the native systems (Android and iOS). Thus, when arriving at this screen, the user already understands what must be done in this step.
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conversational text
From the UX Writing point of view, the texts were designed to simulate dialogue, with the titles and instructional texts being the experience's voice and the buttons texting the user's voice.
Title: "Can you read all the data correctly?"
Buttons texting: "Yes, send photo" or "No, take another photo".
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Be careful in the review
On the confirmation screen, we ask users to review whether the document data is readable, and for that, we give the option to enlarge the image, zooming in to see more closely if the data is indeed readable.
Check the full prototype in the video
CONCLUSION
This work was highly praised by the people involved in the project and generated a satisfactory result for me.
Opening a bank account can be something extremely important in the lives of many people. With the pandemic, this has become something that people have started to do more from home, digitally.
Therefore, it is the mission of UX Designers to make experiences like this one more pleasant. Within my purpose as a UX Designer - to help society in some way -, the delivery achieved its objective, in addition to having brought me new learnings.