SCB Easy App

Transforming offline banking services to online

The Siam Commercial Bank (SCB) was known as a leading bank in Thailand, especially in their online and mobile solution. SCB Easy App is their online banking service for smartphone and tablet customers that combine all banking services in one app.
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The goal of this project was to turn offline banking services in the credit card department into online services, including reward redemption, credit card activation, temporary card lock, temporary limit increase, Deejung Installment plan, and Deejung Transfer.

In this case study, I will walk you through the process of designing the reward redemption feature.

MY ROLE

Product Designer

User Research, User Flow, Design System, Wireframing, UI design, User Testing

TEAM

Micah Sargisson, Sr. Product Designer (Feb 2018)

OCT 2017 - JUL 2018
(10 months)

THE PROBLEM

Customers could redeem their credit card points only by calling the SCB call center, which had to go through many time-consuming processes before receiving their reward.
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REWARD REDEMPTION PROCESS 🎁

Here are the steps to redeem rewards with SCB credit card points.

Call to call center, wait in a queue

Verify the identity

Check the point balance

Choose reward(s) from reward catalog sent to customer’s address, or ask the call center

For redeeming rewards with points plus cash, the customer needs to specify which credit card will be charged

Provide the shipping address

Enter the shipping process (no tracking number)

Receive the reward package

Normally, it took about 2 - 4 weeks after finishing the calls to receive a reward.

THE RESEARCH 🔍

Since there is a variety of rewards that customers can redeem with this feature, ranging from products, the discount, to the service like redeem for mileage, this was challenging for designer to cover all possibilities of redemption.
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Thought the problem was quite clear, that we should build a feature to help reduce the number of calls and also gave faster service time to the customers. I then started from drawing the user journey and cases for different type of rewards, and working on the layout of each screen.

↑ Sample of early wireframes and user flow

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GUERILLA TEST

A guerilla test was done with passing by SCB customers. The objective of the test is to validate the overall concept, the entry point, the flow, and the layout of each screen. The result helped us to make better decisions on design alternatives or highlight major problems from the end-users perspective.

Some Key Insights 🌟

Usability issues

Cannot find the entry point, tap wrong entry point

The space was too small and difficult to tap

Hard to tap checkbox in T&C page

Rewards

Since the shipping time is long, the customer needs to know this information before making a final decision

The hotel name is the most essential information for hotel discount rewards and it should be shown from start

Customer expects the voucher reward to be an e-voucher sent to their email

Customer expects the cash reward to be sent immediately

The Solutions ✨

Below are some sample design solutions based on the insights we gained above.

Entry point revision

Before:
The entry point was the point label on top of credit card, the users need to tap here to access reward redemption page

After:
Bigger label and Points tab was added. The users can click both of these entry points to access the reward catalog. Under the Points tab, they can also see their point balance and other related information.

flow adjustment

The shipment details were added to the adjusted flow, so that users can read it before confirming their redemption request.

We also asked the developer to increase the size of tapping spot at the T&C checkbox, in the same review page.

show hotel name

Only for Travel-type rewards, we decided to show a hotel logo on top of a reward image and put the hotel name in the reward title instead of the old title, 'Discount voucher...'