Shilpa Rajpurohit

Re-imagining support
for digital banking

Turning slow, frustrating support into a platform that resolves everyday queries in seconds and reduces calls and branch visits.

5k+

Daily visitors '24

2m+

Unique visitors '24

2.5m+

Page views '24

Time: Aug-Dec 2019

Role: Design lead, IC

Team: 13 members

Device: Mobile

Time: Aug-Dec 2019

Role: Design lead

Team: 8 members

Device: Mobile, Web

Setting the context

Queries took long calls or branch visits

Standard Bank had built a successful banking app, but when customers needed help, they had to call or visit branches. This made even simple questions frustrating, as issues that could be resolved in minutes required far more time and effort.

Users and Goals

Customers hesitated to use digital services

Most users were high-net-worth but not confident with technology. The goal was to build trust, So, users would feel comfortable engaging digitally, find answers quickly and start relying on the app instead of calls or branch visits.

Only 9% of Standard Bank account customers used digital channels, and many feared fraud or doubted their ability to navigate apps.

Challenge

The project was off track when I joined

The project was off track when
I joined

The team struggled with misaligned understanding across locations. Multiple design iterations weren’t hitting the vision, and the original three-month timeline had been compressed to one month.

Approach

I pinpointed the main barriers and tackled
them step by step with continuous validation

I pinpointed the main barriers and tackled them step by step with continuous validation

I identified the key blockers and tackled them one by one, validating each solution

through quick user tests and stakeholder feedback.

I identified the key blockers and tackled them one by one, validating each solution through quick user tests and stakeholder feedback.

Built the brand foundation

Previous designs had no consistent personality - like creating without a compass. I crafted three distinct states for our help assistant, each with a warm, reassuring tone. Working with our motion designer, I added subtle animations that gave users gentle feedback, making every interaction feel supportive rather than intimidating

Turned confusing multiple formats into one seamless experience

Customers wanted different types of help - videos, step-by-step images, quick FAQs. Separate pages for each format created navigation confusion, so I consolidated everything into a unified interface

Search that understands customer context

I designed search logic that provided personalized results based on customer queries and account information. Instead of generic responses, the system could anticipate what type of help someone needed based on their specific situation.