Case Study
2019
Union Bank
A user-centered financial product designed to make money management easier. PurePoint Financial — a subsidiary of Union Bank and part of Japan’s largest bank, MUFG — launched a project to explore a new kind of checking account focused on personal finance and building healthy money habits. Powered by AI, the account was designed to enhance the customer experience throughout the entire journey following account opening.
Industry
Financial Services
Role
Lead User Experience
Company
Publicis Sapient
Challenge
Integrating AI capabilities
Identifying and analyzing specific user scenarios and key variables to optimize the overall user experience and inform design decisions
Maintaining a fast-paced design cycles while ensuring quality
Coordinating between UX, visual design, and usability testing teams
Process
01
Research
Engaged in client workshops to help focus overall vision for the product. Conducted research on best practices, industry landscape, and then presented designs to our internal team and gathered feedback.
02
Design Audit
Reviewed current brand guidelines such as colors, font, logos, and already existing user interface components.
03
Prototype
Created different design variations across different viewport sizes (mobile, tablet, and desktop). Reviewed with internal team and handed off to visual design.
04
Design Validation
Designed prototype scenarios using predictive analytics for past, present, and future transactions where Balance Boost could apply. Collaborated with the strategy lead to refine concepts and synthesize focus group feedback to ensure clarity and user relevance.
Conclusion
This case study demonstrates PurePoint Financial’s commitment to enhancing their digital offerings through AI integration and user-centered design. The agile approach allowed for user testing and validating design decisions for our client, ensuring that the final product would meet the needs of their customers in managing their accounts. The outcome was a functional and effective design experience that was understood by our focus groups consisting of multiple different user personas.
Prototype
To validate the usability of the Balance Boost concept we created a prototype to evaluate if users were able to understand the information and design. Additionally other insights were created that would be able to help users better manage their finances.