Bank*

PRODUCT DESIGN

DYNAMIC
PROMOS

DOW ACHIEVED
45%+
Increase in urban engagement*
LEAD
Product Designer

Overview

A Mexican bank currently offers discounts on life, car, motorcycle, and home insurance through a variety of channels, including assisted sales, phone calls, and promotional codes generated on-site. These promotions are also integrated into credit card processes and the Benefits program, where users can access discounts based on their credit score. However, despite these efforts, there is an opportunity to streamline and expand the discount model, leveraging the bank's app to enhance digital sales and reach a broader audience.
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Research from Accenture found that

60%


of consumers

will return to a brand that offers

personalized

discounts and deals

Stakeholders

The project was built within the UX pool, involving close collaboration across multiple areas, including design, business, local markets, and international teams. This cross functional alignment ensured the product followed a streamlined workflow, maintaining consistency not only with the brand but also with the broader company strategy.

Current Problem

Through a thorough examination of the current system, several key issues have emerged:
No Streamlined Model
Currently, there is no streamlined incentive model for customers and executives to effectively drive digital sales.
Bad Practices
Tracking and identification of assisted sales on-site are complicated, creating opportunities for inefficiencies and bad practices.
Limited Influence
The current incentive scheme operates independently of the executives, limiting their influence on sales outcomes.

Objectives

The data used to determine to detonate the project to become a reality considered a reports as in August where:
Model Value Proposition
Develop a global model to offer special promotions within financial product contracting flows through coupons, incentivizing digital sales and achieving annual objectives.
Key Metrics
18K semi-annual personal loans + 14K monthly time deposits
Distribution Channels
Mobile app + Branch network
Target
Bank customers and personal segment with access to the bank app
Key Activities
-Identify and generate specific incentive schemes for each product.
-Create an intuitive system for both customers and executives to detect and promote end-to-end (E2E) an assisted sales on-site.
-Back-end development.
-Front-end development

Constrains

To drive the development of the global model, clear objectives must align company requirements with design deliverables. Below are the key project deliverables.
SCRUM
Generate a global model to provide a special offer within the contracting flows of financial products through coupons, in order to incentivize digital sales and achieve the annual objectives.


-The model should be manageable by both business and finance teams.
-The model can be managed by the different sales squads.
-Provide coupon traceability to avoid data contamination.
-Generate a proper reporting: origin, management, use.
-Coupon use should be exclusive for each client (ideal scenario).
-The use of the coupon should be scalable to different products (multi-product).
-Parameterization should incorporate the product and sales models already existing or in progress.
-Coupon configuration should be flexible and modifiable according to business needs
Design Dependency
Redesign the global couponing model within the app and create necessary versions to apply special offers in contracting flows, contributing to digital sales KPIs.-The model should be scalable to various products and clearly communicate the benefits and conditions of each special offer.
-User knows the status of the coupon at all times.
‍
-The model should accommodate multiple access points.
-Consider assisted sales or E2E scenarios.
-Incorporate insights from previous campaigns and product launches
-Document all customer touchpoints, as well as interactions with the bank's internal stakeholders.

Purchase Funnel Process Mapping

The data used to determine to detonate the project to become a reality considered a reports as in August where:
Categorizing benchmarked features based on their importance: indispensable, necessary, desirable, and excellent.

Insights

Through a thorough examination of the current system, several key issues have emerged:
Model
Different coupon models can coexist within the same experience. The main types include:
     -Custom offers
     -Mass Offers (generic)
     -Partnerships
     -Referrals
Nomenclature
Coupons can appear as descriptive elements within the offer or alongside the client's name. In some cases, they lack a description, making them difficult to identify. Coupon lengths vary from 6 to 12 characters, often following a pattern where the first characters are letters and the remainder are numbers. Sometimes there’s a logical sequence, but other times characters are randomly assigned
Validation
Basic validation checks include whether the coupon is valid or not. Secondary checks cover details such as accurate format, expiration date, and specific requirements. However, these requirements often don’t clarify the exact issue when a coupon fails to redeem
Medium
Coupons can be received via push notification, email, or both. Referrals can share the coupon through preferred messaging apps or social media, and there’s also an option to access the coupon directly within the app
Design
Users can interact with coupons by typing a code, following a link, or activating the offer directly. In some cases, coupons are already redeemed by default within the app. Terms and conditions may display directly on the coupon or link to another page. Once redeemed, users typically see the final price reflecting the discount
How to redeem
Redemption usually occurs during checkout. Finding specific or available coupons could involve a dedicated section where they’re stored for easy access

E2E Path & Guided Sales

E2E Path. Provides a comprehensive view of the user journey, from initial awareness to post-purchase support, helping identify areas for improvement across the customer lifecycle.

Guided Sales. Journey focused on receiving assistance from sales representatives, highlighting touchpoints where human interaction influences decision-making and optimizing the effectiveness of sales teams.

Internal coupon upload

Illustrates the journey of internal stakeholders in the sales process, supporting streamlined workflows, improved communication, and enhanced operational efficiency.

First exploration phase

Different proposals were developed based on: access point, redemption method, coupon details, and coupon validation timing

Personal Loan

These scans were reviewed with the Tech Lead on the project, allowing him and the Scrum Master to analyze potential technical implications; The proposals were presented to the Patterns dependency team to ensure alignment with the global design system; From this version onward, work on the content began to prepare the proposal for user testing.
Usability Testing

Preparing The Evaluation

We recruited 12 users, six for each product (Personal Loans and Time Deposit).

We conducted a usability test in two scenarios:
1.- An end-to-end (E2E) flow initiated by a push notification, where the coupon is applied through a call to action.
2.- A simulated assisted sale through the app, where the user had to manually enter the coupon.For this, we developed two prototypes using InVision.

Processed Information

After the tests, we analyzed the results using a board and documented our findings in a presentation.

In summary:
We identified some content improvements and a visual enhancement for the coupons section, proposed for the offer page.
We gained insights into users' expectations regarding coupon interactions, as well as ideas that could be implemented in the future.

The overall SUS score was 86.25.

Complementary Evaluation

To deepen the analysis, we conducted a new evaluation in the form of a survey, focusing on a specific scenario related to Time Deposits. In this case, the coupon application is subject to certain business rules.
This evaluation confirmed the feasibility of the proposed interaction and identified opportunities for fine-tuning the content and design for optimal user understanding.
Content Adjustment
We modified the copy based on the previous test and applied the interaction as specified by Patrones.
Evaluation Goals
Assessed user comprehension of the updated content, as well as their perception and expectations regarding this interaction.
Additional Insights
Validated the clarity and consistency of proposed changes, ensuring they align with both business needs and user expectations.

Complementary Evaluation Results

A total of 22 participants took part in this evaluation.

These insights reinforce the usability improvements while highlighting potential areas for refining the product's perceived value.
Improved Clarity
The updated content on the coupon screen provided grater clarity regarding the conditions compared to the previous version.
Interaction Insights
Participants understood the interaction related to the modal error. They expected to have the option to modify the amount and term to access the coupon.
Proposal Efectiveness
Based on the results, we consider the proposal effective, as most participants understood that the experience allowed them to redeem a coupon under specific conditions.
Product Perception
Some concerns were more related to the product offer conditions, with participants perceiving that the returns were not attractive.
Entry Points

Entry Points

After the tests, we analyzed the results using a board and documented our findings in a presentation.

In summary:
-We identified some content improvements and a visual enhancement for the coupons section, proposed for the offer page.
-We gained insights into users' expectations regarding coupon interactions, as well as ideas that could be implemented in the future.

The overall SUS score was 86.25.
Coupons

Promotion code notified by squad

There are three different scenarios for promotions notified by squad:
1.- Interest rate improvement. Applies for E2E sales. May be reinforced with special push notification.
2.- Commission improvement. Full discount. Applies to both End-to-End (E2E) and Assisted Sales cases.
3.- Commission improvement. Partial discount. Applies to both End-to-End (E2E) and Assisted Sales cases.

Promotion codes notified by advisor

Assisted sales. Considers telemarketing and branch advisory service.

Not redeemed by the user

If the user continues without using the promotion code.

Product Track

How the product looked after launched
Launched
Q4 2021
Key Metrics
Reached: 19K semi-annual personal loans
Reached: 12K monthly time deposits
Key takeaways
This project allowed me to have a wider perspective of how to build a project that was triggered from scratch using different a structured methodology.

Implications with other dependencies like legal, backend, could be beneficial or a moment to reflect on how can the strategy to launch be improved.
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