CIMB: Enhancing User Experience for Regional Alignment.
Industry
Banking and Finance
Target Audience
Engagement
Design Audit
User interviews
UX/UI Design
Design System
CIMB: Enhancing User Experience for Regional Alignment.
CIMB, a leading regional bank in ASEAN, is determined to enhance its digital banking services. With subsidiaries across Southeast Asia and a commitment to sustainability, CIMB recognized the need to align its digital platforms with regional standards.
CIMB: Enhancing User Experience for Regional Alignment.
The Problem
CIMB primarily serves affluent individuals and large businesses across the ASEAN regions. Our user base includes professionals with demanding schedules and frequent travelers.
Target Audience
CIMB primarily serves affluent individuals and large businesses across the ASEAN regions. Our user base includes professionals with demanding schedules and frequent travelers.
CIMB primarily serves affluent individuals and large businesses across the ASEAN region.
Research
Mäd conducted user interviews to identify pain points and areas for improvement in CIMB's existing mobile banking app. The user interviews revealed several pain points, including challenges with international transactions, high ATM fees, and limited control over loan repayments.
We also conducted a thorough design audit of the existing app and user interviews and discovered several critical UX issues and an inconsistent application of the user interface design.
The Final Design
We addressed all pain points during the design process, prioritizing features such as customizable loan tracking, convenient international transactions, reliable push notifications, and instant transaction receipts.
The refreshed UI of the CIMB Mobile Banking app highlights ease of use and visual simplicity.
CIMB has established its app as a user-friendly, intuitive platform that offers a variety of features to a diverse customer base.
The Results
Improved Customer Satisfaction: The redesigned app is expected to enhance customer satisfaction by delivering a high-quality banking experience.
Higher App Usage: Increased usage and engagement are projected due to the app's fine-tuned features and convenience.
Strategic and Competitive Advantage: The redesigned app enhances CIMB's competitive position as a trusted and innovative regional bank.
Final Thoughts
The strategic redesign of CIMB's mobile app marks a significant step towards elevating banking convenience and efficiency for clients in Cambodia and across the ASEAN region. By prioritizing user experience and embracing digital transformation, CIMB is well-positioned to achieve sustainable growth and solidify its standing as a trusted regional bank.
If you’re interested in pursuing innovation to enhance your company’s strategy and improve operational excellence, don’t hesitate to reach out to us at hi@mad.co.
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