Standard
Chartered
INDUSTRY
Banking & Finance
CATEGORY
UX Consultancy
Standard Chartered is one of the leading international organizations that offers a variety of banking services with a core focus on its customer segment needs. While they were evolving into an organization that offers tailored services to its varied clients, Standard Chartered was looking to expand these principles on their digital platforms.
Brief
As part of a larger digital transformation that Standard Chartered Bank (SCB) is embarking on, Dentsu was engaged in a strategic exercise to identify how SCB can create differentiation through its online offering.
Focusing on the Priority Banking segment, the task included identifying strengths and opportunities, and benchmarking the best-in-class online experience for this high-value segment.
Approach
I worked as part of the Experience Design team and audited nine financial brands across three markets and delivered a 400-page report covering competitor performance, focus areas, and a framework for prioritization.
Audit areas included key user flows, ease of discovery, ease of use, an in-depth look at the mobile experience, content presentation, and articulation of personalization opportunities to consider.
After reviewing the report with 35 senior leaders, the joint client-agency team is now developing digital design briefs to guide the digital platform revamp process.