Mashreq Bank

Brief Received:

Mashreq Bank is focused on enhancing the user experience and reducing reliance on contact centers by improving the discoverability of digital self-service features in its Retail Banking App. Key pain points include high contact center usage due to limited discoverability of self-service options, fragmented notification management, and restricted user control over communication preferences. The goal is to redesigning the Services Hub, Notification Hub, and Documents Hub to centralize self-service and communication features, empower users with greater control, and streamline document access. The ultimate objective is to offer a comprehensive, user-friendly digital banking experience that minimizes contact center dependency.

Design Challenges

• Discoverability of Services: Self-service options are scattered, making it challenging for users to locate and utilize them, leading to increased reliance on contact centers.

• Notification Management: The absence of a centralized notification hub, lack of categorization, and limited language options make notifications difficult to navigate.

• Communication Preferences: Users currently lack control over notification channels, transaction-specific alerts, and language preferences.

• Document Access and Management: Reliance on email for document distribution creates inefficiencies, as users face challenges in accessing and managing documents within the app.

• Backend Limitations: Constraints in push notification capacity, language flagging, template management, and governance require operational improvements to support the redesigned features.

Solutions

• Enhanced Services Hub: Centralize all self-service options within a single hub, featuring a powerful search bar, dynamic “Recent Services” based on user activity, and segmented popular services for streamlined access.

• Notification Hub: Establish a categorized, user-friendly notification center with read/unread distinctions, actionable templates, priority notifications, and language preferences. Implement lazy loading and better template management for a smooth scrolling experience.

• Communication Preferences Center: Enable customization of notification preferences based on communication channels, transaction type, and language, allowing users greater control over how and when they receive alerts.

• Documents Hub: Provide a centralized location where users can view, download, upload, and share documents related to products and personal details, reducing dependency on emails.

Features

• Services Hub:

  • Centralized search functionality covering services, FAQs, and video content.

  • Dynamic “Recent Services” and “Popular Services” sections, tailored by user segmentation (e.g., Neo, Gold).

  • Entitlements-based service customization, enhancing relevance for individual users.

• Notification Hub:

  • Notification categories (e.g., General, Security, Marketing) with clear, intuitive iconography.

  • Read/unread notifications, with security-related notifications marked as mandatory.

  • “What’s New” section showcasing app updates and release notes.

  • Actionable notification templates with deep links and CTAs, as well as lazy loading for a seamless experience.

• Communication Preferences Center:

  • Users can set preferences for notifications by type, channel, and language.

  • Multi-language support toggle (Arabic, English) for both app and notification content.

• Documents Hub:

  • Centralized access to view, download, upload, and share documents, such as product agreements and personal information.

• Enhanced security and access controls for managing document visibility.

  
  

  Final Design

• The final design turned out to be much better than we all expected. We were really proud looking back at all the iterations we made before and simultaneously looking at the final piece we had created.

  

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