Regional Bank - Usability Analysis

A regional bank wanted to understand their customer experience of their website, mobile app and bank branches. With a limited budget I adviced to have an ethnographic research, a heuristic analysis and a user testing. Ethnographic Research: I conducted interviews with branch managers, customer service representatives and customers. This allowed me to get insight into what are the banks main products, the needs of their branches and the customers perspective of the bank's points of contact. Heuristic Analysis: For the web and mobile app, I conducted a thorough analysis. I defined specific heuristics for the bank with the research gathered from the ethnography. This expert view helped me view the principal painpoints the bank should address and how the bank service works in their platforms. Usability Testing: With the help of another researcher, we designed tests to understand the biggest tasks the users were not achieving, according to the ethnographic research and the heuristic analysis. This provided more information on what should the bank address in a redesign process.