The New STM Interface for elder in The Agricultural Bank of China (ABC)
Digital processing has become the main processing method of ABC business, but the bank hardly design for the senior. The bad experience of digital processing forces them to choose manual windows. In this project, I redesigned the interface of the Smart Teller Machine (STM) for elder and make the service simpler and clearer. I believe it will help ABC to improve their service and provide elder a new experience when they use digital channel.
ABC is one of the six state-owned banks in China. The “Smart Teller Machine (STM)” pioneered by ABC in 2014 set off a wave of digitization of Chinese bank outlets.
CHALLENGE: Elder has a bad experience when they using digital service provided by ABC. As a result, they choose the manual service rather than choose electronic devices in the bank . With the development of service digitalization, this situation give both staff and customer a bad experience.
In order to find out the problem of the digital service, I did a field research to find out the background of the digital trend and the key process of whole service.
I first visited an ABC outlet and interviewed Manager Wang. I learned about the specific implementation of abc digital re-networking points and got some internal journals from ABC Bank. this visit help me to understand the structure of the digital service.
I also published a questionnaire and by putting the data from questionaire into the chat, I basically came to the conclusion. Smart Teller Machine (STM) is the most popular channel for the elderly, and is the key point to improve this experience.
OBSERVATION & INTERVIEWER
I interview several elder user and get some insights. I summary these characters and build up a persona to conclude my field research.
CUSTOMER JOURNEY MAP & INSIGHT
DESIGN PROCESS & USER TEST
Through the divergence and collation of brainstorming, I put forward three concepts. Through critical thinking and comparison, I finally chose the third option-optimizing the STM interface.