Online Business Account Opening
for OCBC WING HANG Bank
This project demonstrates how we empower our Hong Kong colleagues from OCBC Wing Hang Bank with the Human-Centred Design (HCD) Methodology.
Overview
BACKGROUND
OCBC Wing Hang Bank (Hong Kong) planned to launch an Online Business Account Opening but they have some requirements that deviate from the other regional designs (i.e Singapore, Malaysia).
We needed to understand the context of these changes, and how they resonate with Hong Kong customers.
TOOLS USED
Figma/Figjam
Zoom
MY ROLE
UX Advocate
UX Coach
UX Researcher
Service Designer
PROJECT STATUS
Live in production
Internal Challenges
As this is our first time working with our Hong Kong counterparts, we faced the following challenges:
1. Our Hong Kong stakeholders are entirely new to our CX Methodology and not yet acquainted with Human-Centred Design (HCD), including any user research.
2. We don’t have a CX team established in Hong Kong hence we will need to coach them virtually from scratch.
3. We have to run this research in Cantonese as Hong Kong customers are not comfortable to speak in English.
CX Opportunities
We took the internal challenges faced and reframed them into CX opportunities
“HMW empower our OCBC Wing Hang folks with HCD, so that they are empowered to approach problem statements in a more humanised way?”
Our CX empowerment journeys begin….
Introduction to CX Methodology
We educate our stakeholders on the Human-Centred Design (HCD) Methodology and Journey-led Operating Model.
Empathise and Reframe
We conducted co-creation workshops with our stakeholders to frame our problem statements and formulate the hypotheses.
Customer Recruitment
We defined the customers’ profiles for user research with our stakeholders.
Coached our relationship manager colleagues on the customer recruitment process.
We helped them craft the customer lab screener to facilitate the recruitment of user research participants.
Labs Coaching (Pre-Work)
Since this is the first series of customer labs we are conducting with Hong Kong stakeholders and customers. We onboard them by…
Educating our stakeholders on what customer labs (User interviews and Usability tests) are and why we conduct them.
Assigning roles & responsibilities to each stakeholder, getting them involved and engaged in the entire process.
Getting the stakeholders to observe other customer labs conducted by our CX teammates for them to get the feel of how customer labs are conducted.
Labs Coaching (Preparation)
As part of the CX empowerment for the Hong Kong team, we decided to coach the Hong Kong Product Owners to be the main interviewer/facilitator for the customer labs, I will be the co-facilitator.
I drafted the interview script in English and Cantonese. I Iterated the interview script with Hong Kong’s Product Owners.
I conducted private coaching, teaching them the best practices for user interviews and usability tests.
I set up the Figjam board containing the interviewer profile and areas for scribers to capture customers verbatim while the customer labs are ongoing.
We did a dry run through a mock customer lab where all the stakeholders took on their customer lab’s roles and responsibilities so as to get familiarised with the whole process.
Interview Script
Coaching Product Owners (HK) on customer labs
Verbatim board on Figjam
Snippets of customer labs
Conducted in Cantonese
Debriefing
After each customer lab, there will be a debriefing session. This is for everyone involved to payback, share, discuss and synthesise what we learned from our customers.
Learnings
Here are some learning from our CX empowerment journey
Always build rapport and trust with stakeholders
Always advocate for CX methodology and push the boundary
Take it easy and trust the process!