Project 001
İşCep Open Banking
İş Bankası, the largest private bank in Turkey with over 15 million application users, is a pioneer in open banking. İş Bankası's mobile app, İşCep, caters to users of all ages, encompassing both personal and business needs. The primary goal of İşCep is to deliver a superior online banking experience, allowing customers to seamlessly manage their various bank accounts and transactions.
Info 002
Role
User Experience Designer
Duration-Timeline
2022-Ongoing
Tools
Maze-Figma
Overview 003
I led a team of 10-12 multidisciplinary designers, engineers and open banking experts in crafting a design and implementation roadmap, performing benchmark research, and executing pre-development user tests. Furthermore,
I took charge of seamlessly integrating new features into the Open Banking platform within İşCep.
Challenge
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How can the Open Banking experience be designed to view balances and initiate transactions at other banks, facilitate money transfers, open accounts, and streamline payments?
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The design approach should prioritize understanding user needs and aligning decisions with business performance indicators, fostering a user-centric and business-driven development process throughout the project.
Outcome
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New features designed & compared with benchmarks
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Extensive tests held with users
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Implemented final designs in updated İşCep screens
Key Features & İşCep Open Banking Metrics 004
Key Features
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Linking various Turkish banks to İşCep accounts, enabling centralized management of all accounts through the İşCep app.
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Users can easily transfer money between accounts at different banks and initiate payments from any bank account.
Key Metrics
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Total İşCep Users: 15 million
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Daily Active Users: 25,000
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Revenue Impact: ~5% increase
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User Satisfaction: Demonstrating consistent weekly improvement.
AARRR Metrics 005
Improving Acquisition and Retention 006
Acquistion
.
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A drawer component was implemented to introduce the new features for a user-friendly interface.
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The open banking feature was incorporated into the related menus, and a banner area served as an introduction to open banking.
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Additionally, under the accounts section, an action button was implemented to guide users through the process of adding accounts at other banks to İşCep, streamlining the user experience.
Home Page -
Drawer shows up
Accounts Page -
with banner area of Open Banking
Retention
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New features, such as "Transfer money to my İş Bankası Account" under "Transfers" were introduced with the aim of increasing revenue and guiding users to conduct their banking activities through a single bank.
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We also integrated Open Banking under payments (e.g. bill payment)
One of the user journeys that was designed with wireframes
Design and Implementation Process 007
In driving product growth and ensuring a seamless Open Banking experience at İşCep, I took ownership of the activities detailed below, while maintaining close collaboration with cross-functional teams such as Product, Data Analytics, UX/UI Design, Development (QA Engineers, BAs, Developers, Product Owners), Marketing, and Customer Support.
👩💻Market & Trend Research
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Consistently monitored and analyzed regulations related to open banking services to inform business processes
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Conducted desktop research on the fintech ecosystem, as well as emerging tech trends related to the domain
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Continually performed competitor analysis— identifying best practices in finance products & organizations
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Subsequently mapped out how İşCep compares within the fintech landscape
📊Data Analysis & User Research
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Kept track of KPI's and analytics reports (daily/monthly) to identify product improvement areas and well-performing initiatives
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Conducted System Usability Scale (SUS)
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Conducted usability tests
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Conducted surveys with users to validate value proposition
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Conducted İşCep employee interviews for understanding how business processes could be improved
💡Ideation & Roadmapping
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In order to drive product growth and improve service design at İşCep, I owned a wide range of activities.
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My day-to-day duties involved collaborating with various teams such as: Product, Data Analytics, Design (UX & UI), Development (QA Engineers, BAs, Developers, Product Owners), Marketing, Customer Support
📝 Validation & Testing
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Tested Back Office improvements with İş Bankası employees in order to see whether design solutions fit their needs
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Performed UAT testing on digital channels, in order to to sign-off on developments before they went live
Testing & Iterations 008
Usability Testing,
Findings & Iterations
A usability test was conducted with 12 individuals, focusing on testing the clarity, completion, and comprehension of the various developed features.
Before
50% of the participants stated that they wanted to access detailed information in order to make a decision before taking the "Add Account" action.
After
To address this, we have updated the drawer with adding one primary button as "Add Account" and two secondary buttons as "Maybe Later" and "Detailed Information"
Before
On this PFM screen users also expected to see the categories by other banks.
After
To address this, a switch was introduced that, when activated, incorporates other banks into the graph. This feature displays the percentage of total spending for the selected category and individual banks, providing a comprehensive view of expenses.
Before
Users were not able to track their permission timeline to access their accounts.
After
To proactively monitor account access permissions, users will be notified via push as the access period approaches expiration. This ensures users stay informed and engaged, reducing the reliance on their initiative for managing account access.
Selected Feedback From Survey Participants of System Usability Scale
Sample SUS Report Outputs
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"I think I will use this system in real life and recommend
it to others"
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"I found the system overly complex"
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"I think the system is easy to use"
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"I think the various functions within the system are well integrated"
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"I think most people will learn to use this system very quickly"
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"I felt very confident using the system"
