Business Debit Card Journey
Revamping the debit card experience
Designed the end-to-end business debit card experience across physical and digital touchpoints
Project Overview
Past’s journey
Businesses who have applied for Business Debit Card are unable to transact until the physical card is received by mail.
Business Debit Cardholders were required to submit physical forms to perform card maintenance or control functions.
Today’s journey
Card applicants are able to transact immediately after card issuance by obtaining card details in the business banking internet banking/mobile app or adding to their mobile wallet while waiting for the physical card to arrive.
Waiting time for card use was reduced from 2 weeks to 2 days.
Business Debit Cardholders are able to perform card maintenance or control functions via internet banking or mobile app.
MY ROLE
Design Lead
Service Designer
UI/UX Designer
Graphic Designer
PROJECT STATUS
Live in production
TOOLS USED
Figma/Figjam
Miro
Adobe Illustrator
Adobe Photoshop
Revamping the debit card journey
To identify the existing challenges and opportunities for the debit card journey revamp. I led several co-creation workshops across several departments mapping the current debit card journey as well as customer interviews to solicit pain points from customers.
Identified customers’ pain points
Outdated and cluttered card mailer with confusing card activation instructions.
Customers were unable to use the debit card until they received the physical card (2 weeks after card application).
Customers had to download, fill up physical forms and send in the filled forms via snail mail to perform card controls which take 2 weeks of processing time.
Opportunities
HMW simplify the activation instructions on the card mailer?
HMW reduce the waiting time for card use?
HMW streamline the card control process making the card more accessible with lesser waiting time for our customers?
Current Debit Card Journey
Ideal debit card journey
Based on the identified customers’ pain points and opportunities, I led several ideation and co-creation workshop to map out the ideal debit card journey.
Ideal Debit Card Journey
Modernizing the Card Mailer
Problems with current card mailer
We interviewed 10 customers to understand their interactions with the current card activation mailer and its problems.
Current Card Mailer
Problem 1
The whole card mailer is in dual language (English & Mandarin). However, based on data, 98% of our customers are based in Singapore and thus are literate in English.
Problem 2
There are many sets of card activation instructions which is confusing for customers.
Problem 3
The information shown on the card mailer such as signing on the back of the card, and destroying the customer’s old card is redundant and visually cluttered the mailer.
HMW simplify the activation instructions on the card mailer?
From the series of customer interviews, we learned that
Customers prefer to activate their card via SMS as they find this channel to be familiar and convenient.
Once their card is activated, they will throw away the mailer or shelve it without reading other pieces of information other than the activation instructions.
Redesigning the physical card activation experience
Combining customer insights and data analytics, we decided to remove all other information except the following 3 key pieces of information on the mailer
SMS activation channel
Retaining the activation channel that customers are used to.
QR code to activate via mobile app
Customers find it convenient to activate their cards with their mobile phone.
To drive up Business Banking app usage.
PIN Instructions
Mandatory information as this is a debit card. PIN is needed for critical services such as ATM cash withdrawals.
Revamped Activation Journey
Expediting time for card use
Current bottleneck
Customers can only start using the debit card 2 weeks after the card application.
This is due to the time needed to process the application, emboss the physical card and send it out via snail mail.
The main bottleneck identified is the need to send out the physical card via snail mail and there is no way to expedite the process without incurring additional costs.
HMW reduce the waiting time for card use?
Instead of relying on a physical card, the solution is to avail a virtual card in our digital channels (mobile app & internet banking) with the debit card details or add it to their mobile wallet while waiting for the physical card to arrive.
By having a virtual card, we are able to reduce the waiting time for card use from 2 weeks to 2 days.
Virtual Debit Card
Digitalising card controls
Manual process today
To perform card controls today, customers have to
Download the card maintenance form
Print out the form
Fill up physical forms
Send in the filled forms= via snail mail
The entire process takes more than 2 weeks.
Card Maintenance Form
HMW streamline the card control process making it more accessible and quicker for customers?
By shifting the card controls from physical channels to digital channels (internet banking & mobile app).
We are able to make the card controls more accessible for our customers with immediate processing time.