Enhancing Usability & Transparency
Redesigning the Fremont Bank Mobile App
This case study focuses on gathering insights from existing Fremont Bank users through direct interactions with clients at the branch. By identifying key pain points, the project aims to redesign the app to deliver a seamless digital experience while improving transparency and usability.
Top 3 Customer Pain Points from Interactions with Clients at the Branch
"Where can I find my account number?"
"I need to provide my account and routing numbers to my employer for direct deposit—where is my account number? I don’t have checks or paper statements for this account, so I can’t look it up there. Why isn’t it easier to find in online banking? "
“How can I update my phone number?"
"Where is my contact information? I’m not sure if I’m receiving all the texts Fremont Bank is sending. How do I check if you have the right phone number on file? Can I just verify and update my contact info somewhere?"
"Why am I being charged a fee?"
"What is this charge? Why am I seeing a service fee on my account? It’s always been free, but now I’m getting fees that started two months ago. How can I avoid this? I didn’t even know there was a balance requirement."
Problem & Solution
#1. Locating the Full Account Number
Current Fremont Bank App: Users must refer to their paper statements to access their full account number
Why is this a critical usability issue?
This is a significant usability problem because users frequently need their full account number for time-sensitive tasks, such as setting up payments or providing direct deposit details. The inability to access this information quickly disrupts their workflow, leading to frustration.
Wells Fargo App: Account Page → Routing & Balance Info → Account Number → View.
Chase App: Account Page → Show Details → Account Number.
New Design Suggestion
Ideally, the full account number should be located under the "Details & Settings" tab within the account page. Currently, users can view the Fremont Bank routing number on the home page. However, displaying it again directly below the account number on this page would enhance accessibility and improve the user experience.
Problem & Solution
#2. Locating the User Profile Information
Current Fremont Bank App
Users are unable to access their profile information within the mobile app. Instead, they must call customer service or visit a branch to view or update their details.
Why is this a critical usability issue?
Outdated contact information might cause important messages or mail from the bank to be delivered to the wrong person.
Additionally, relying on calls or in-branch visits increases the chance of human error. Users should be able to verify and update their contact information directly within the app for accuracy and convenience.
Wells Fargo App
Chase App
New Design Suggestion
In the Fremont Bank app, the ideal location for profile information would be within the "Menu" section. Users are likely to check the "Menu" if they don’t see a profile icon on the main page. Placing "Profile" at the top of the "Menu" would make it easy for users to locate and update their personal information, ensuring accuracy and convenience.
Problem & Solution
#3. Locating the Account Fee Information
Current Fremont Bank App
Users are unable to find information about account service fees within the mobile app. They must call customer service or visit a branch to understand why a fee was applied or how to avoid future charges.
Why is this a critical usability issue?
Lack of fee transparency can significantly impact user trust and satisfaction. When users see an unexplained service fee—or are unsure why a fee wasn’t applied—they may feel confused, frustrated, and even mistrustful of the bank.
A seamless, accessible way to view fee details within the app is essential to maintaining transparency and preventing unnecessary customer frustration.
Wells Fargo App
Chase App
New Design Suggestion
Users should be able to access their monthly service fee information directly on the "Details & Settings" page. Since service fees are a critical aspect of account management, they should be as easily accessible as the account number. Additionally, providing a link on the "Details" page for more information about service fees and the user’s current fee status would enhance transparency. This would be especially helpful when users notice unexpected charges on their account.
Fremont Bank serves many elderly clients who often struggle with mobile apps due to small text sizes, complex menus, low color contrast, and small interactive elements on the screen.
Designing for Accessibility
The text size of the main navigation is too small.
I adjusted the contrast of the text and the background. I also changed the background color of the button.
The text size on the ‘Financial Tools’ is too small.
The text size on the ‘Financial Tools’ is large enough.
The contrast between the text and its background is not strong enough, making it difficult to read, especially for people with visual impairments.
The contrast between the text and its background is good for all-size text. Good contrast helps everyone see content better.
Key Takeaways
The key takeaway from this case study is the impact of a user-centered redesign process that directly addresses real client feedback, leading to an improved, accessible app experience.
By incorporating insights from client interactions, this redesign prioritizes usability, especially for older users who face challenges with text contrast and readability.
This project demonstrates the value of using direct user feedback to drive meaningful design changes, ultimately enhancing client satisfaction and engagement.
