User research & user experience design

Simplistic, yet industry first deep linking

COMPANY

Backbase

ROLE

Senior UX Designer

EXPERTISE

UR/UX/UI

YEAR

2024

Project description

Backbase is an Engagement Banking Platform company supplying white label experiences to millions of users worldwide through partner banks.

Timeline

From explorations to final designs in 3 weeks while working with multiple projects at the same time

Background

The Engage App focuses on giving banks the ability to send campaigns to users, increasing customer lifetime value to the bank. Our product has helped clients receive up to 232% boosts in digital marketing campaigns.

A key part of in-app marketing is to send users from a touchpoint such as a banner into another part of the app. For example, linking the user to a loan calculator flow. Our app was missing this fundamental feature.

The team

I worked with: Product Manager, User Researcher, Cross Functional Engineering squad including 3 backenders, 2 front enders & a QA specialist.

Process

Research

Spanning over 1 year, I worked with the User Researcher and we undertook market research, competitor analysis & user interviews to get this feature onto the roadmap.

Design Sprint

I organized & collaborated on a design sprint over 3 days that took us from the problem space into the solution phase of the project. By getting everyone together, this sped up the process by a few weeks.

Design & Prototyping

Worked on solutions & iterated on them for the processes to get simpler for our marketers in order to prove the concept made in the design sprint.

Testing & Optimization

Unfortunately, users were unavailable for moderated sessions. We sent the design prototype to 2 of our clients to learn more, while also working with my Design Lead & other members of the team to validate that the designs were useful, useable and viable.

Implementation

At the time, our PM was leaving. I stepped in to ensure that the period between the PM leaving and a new one joining was covered. This included refinements for the team to estimate deep linking, communicating progress with other stakeholders & keeping the team focused and on task with weekly syncs until delivery.

Solution

Select your deeplink
Easy, simplistic selector of integrated deep links from the Retail or Business banking apps on day 1
Manual option if needed
To reduce the learning curve, we also offer the code option
Select your deeplink
Easy, simplistic selector of integrated deep links from the Retail or Business banking apps on day 1
Manual option if needed
To reduce the learning curve, we also offer the code option
Select your deeplink
Easy, simplistic selector of integrated deep links from the Retail or Business banking apps on day 1
Manual option if needed
To reduce the learning curve, we also offer the code option
Select your deeplink
Easy, simplistic selector of integrated deep links from the Retail or Business banking apps on day 1
Manual option if needed
To reduce the learning curve, we also offer the code option

Select your deeplink
Easy, simplistic selector of integrated deep links from the Retail or Business banking apps on day 1
Manual option if needed
To reduce the learning curve, we also offer the code option
Select your deeplink
Easy, simplistic selector of integrated deep links from the Retail or Business banking apps on day 1
Manual option if needed
To reduce the learning curve, we also offer the code option
Select your deeplink
Easy, simplistic selector of integrated deep links from the Retail or Business banking apps on day 1
Manual option if needed
To reduce the learning curve, we also offer the code option
Select your deeplink
Easy, simplistic selector of integrated deep links from the Retail or Business banking apps on day 1
Manual option if needed
To reduce the learning curve, we also offer the code option

Results

Increased Efficiency

Increased sales

Marketers continuously spoke about how great this would be to reduce the reliance on a developer, unlike other tools in the market. Some clients setup new processes to ensure all new links were added in a timely manner.

2 premium clients signed with deeplinking being a main factor

A key part of doubling our OKR

We had an OKR to collect 4 premium clients for our product. By the end of the year, we had doubled that to 8, with our biggest client praising the simplicity and efficiency of the feature.

High user satisfaction ratings and excitement about taking away the need for a developer from the process

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