ABN AMRO banking app
ABN AMRO
During this three month project, I worked on the ABN AMRO banking app. I was responsible for mapping out the new onboarding flow using an ABN AMRO ID. This is a project that focusses on giving all customers and relevant non-customers access to the ABN AMRO environment for easy and secure service, banking and communication.
Role: UX designer
Focus: CX design, Journey mapping, User flow mapping
The problem
The current onboarding and device binding process for the mobile banking application presents challenges for both existing and new clients, leading to frustrated customer experiences and the risk of losing clients. Existing clients are required to use a physical device for device binding and onboarding. This adds unnecessary steps and hassle for the clients. This reliance on a physical device can be difficult in situations where it may be misplaced, damaged, or forgotten, thereby delaying access to the app and its functionalities.
For new clients, the situation is even more challenging. They must first buy a payment card to become a customer, even if they are not interested in the payment card and want other bank products or services. This forced purchase adds an unwanted cost and can discourage potential clients from signing up. As a result, the bank may lose the opportunity to attract new clients.
First app experience
The goal was to create an easy and seamless onboarding process and provide a first app experience to anyone with a mobile device. This ensures that every potential client can access products and services with ease.
Easy onboarding
An ABN AMRO ID allows users to easily create an account by filling in the name, email and a password to get access to the app. This way users start with a small commitment. This way landing in the app offers a tailored experience based on the user’s needs and supporting them to make the right choices.
Getting a common understanding
The first case that we used an ABN AMRO ID for was taking out a car insurance through the bank’s main website. For this particular case, I started with mapping out user flows to get a common understanding of how this process was organised, given the variety of starting points taking out a car insurance had.
Getting stakeholders
on board
After mapping the user flows I created high fidelity flows that I used in sessions with stakeholders to gather feedback. Each of them were responsible for a specific part of this flow. Communication and alignment were key to go in to the next phase.
Final thoughts
Reflecting on the ABN AMRO ID project, I collaborated within a dynamic team and bank-wide stakeholders. Our efforts contributed to establishing a new standard process for onboarding in the ABN AMRO app, highlighting the importance of integrating user needs into business strategies. The highlight of this project was working collectively towards a common understanding of a new first app experience.
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