Homepage for Business Account
MY ROLE
Product designer
Researcher
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Goals
This project involved the creation of a new homepage for the Santander Empresas application, aiming to increase the number of users. Given the low adoption rate among corporate clients, our goal also included enhancing the satisfaction of clients already using the business platform by increasing the NPS (Net Promoter Score) within the application for enterprises.
Process
User interview
We conducted 5 interviews with users to understand their experiences with our application. Each session lasted 60 minutes and was conducted remotely via Teams and Zoom in Portugal. We recruited 2 women and 3 men who are customers of the application, residing in Lisbon, Porto, and the Azores, and who use our digital channels, have Net Business Banking, and authorization for the business application. These interviews provided valuable insights to improve the user experience in our application.
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Identifying difficulties and needs that users
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Identify improvements for the new homepage and menu
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Understanding the context of usage of the Business App
Opportunities for Improvement
The app is primarily used to approve pending transactions and to check balances, revolving credit facilities, credit cards, and loans. In specific cases, users also use it to make service payments – the automatic SMS system streamlines this process, especially in Net Business Banking.
However, users’ main need was to easily access, through the app, the balance of all companies, revolving credit facility, credit cards, and loans.
These insights are valuable to understand users' needs and preferences, allowing us to continuously improve the platform to meet their expectations.
Solution
Due to some technical difficulties in development and performance related to the checking account graph, based on data, we discovered that 94% of users had up to 3 accounts, while only 6% had more than 3 accounts. As a result, for users with more than 3 accounts, we displayed a graph with a line representing the average of all accounts.
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Project challenges
The main challenges in this project were aligning with the frontend, where there were many restrictions due to the More framework, which was extremely limited. Additionally, the business app did not have a design system, and I had to use existing elements in the app, often not the best visual option.
Outcomes
The modification of the homepage was the main change made in the year 2021 in the Santander Empresas application. As a result, we saw a significant increase in new app users, many of whom were already customers but only used Net Banco Empresas (desktop). Additionally, there was an increase in NPS and an improvement in the App Store rating, rising from 3.9 to 4.7.