Context
Crédit Mutuel Arkéa is a French cooperative banking group and member of Crédit Mutuel, distinguished by its regional roots and focus on building close relationships with customers, businesses and local stakeholders (decision-makers, associations, local authorities). It also offers a wide range of banking services, placing autonomy and digital technology at the heart of its model.
The scope of our project is to better support professional customers within the services offered by Arkéa.
My Role
UX/UI Designer
Date
March 2023 - August 2023
The Problem :
What consistent multi-channel solutions can best support business customers in subscribing to, monitoring and managing their payment methods and related transactions ?
The promotion of projects is limited for reasons of confidentiality.
Discovery
With a view to understanding the needs and opportunities of this project, which aims to optimise support for professional clients, our research strategy focused on analysing the target audience.
Our research and interviews enabled us to identify needs through personas. This allowed us to highlight issues by type of professional.
While the typical craftsman suffers from wasted time on administrative tasks and seasonal work, the advisor feels overwhelmed by low-value-added tasks and too many communication channels.
Professionals lack time and are unaware of the banking services that could help them. They have a strong need for trust and see the advisor as the embodiment of the bank.
Define
The aim would be to create a customer/advisor system capable of providing the right information at the right time.
Several strategic approaches are available to us :
- Adapt banking services to the specific context of each professional through personalisation
- Identify patterns that enable the automatic detection of customer needs in order to offer the appropriate Arkéa product through the use of data
- Ensure complete consistency between what the customer sees on their interface and what the adviser sees through mirroring
Project Goals :
What customer/advisor tools can facilitate decision-making by providing the right information at the right time and with the right language ?
Design
The solution, which aims to be innovative and, above all, to bring significant added value to professionals' activities, was presented in the form of a fluid and proactive user journey.
Every point of friction identified in the professional customer user journey was resolved by integrating people and technology into usage habits (proactive notifications, performance monitoring, decision support interface, etc.).
For confidentiality reasons, this stage cannot be disclosed further.
Delivery
The solutions were presented to end users for validation.
What we can conclude is that humans play an important role in providing support, and therefore the role of the advisor is essential and necessary. Furthermore, clarity is essential in order to remove obstacles. This is because all professional clients express a strong curiosity about tools that affect their businesses.
Our project has delivered a system that builds trust and efficiency, while freeing up the adviser's time for high value-added advisory tasks.