UX Design
Looking for opportunities to differentiate digital payment services in an era when the services have become commonplace and no longer impress users.
-
Team Project (KBTG)
-
August 2021 / Nonthaburi, Thailand
.png)
Digital Payment
User Research
For mobile banking 2022
Context
Nowadays, the use of mobile banking and digital payment in daily activities has become the norm. Almost all digital transaction service brands have fewer differences, making the user base of each bank and other companies challenging to increase.
​
Therefore, to differentiate from other brands, understanding the needs of users is the key to finding a suitable solution. It makes an attraction to customers and convinces them to change their bank account.
Understanding from the project
Desk research/ User research
Perceptions about Mobile Banking and Banks
Due to The duplicate feature of digital payment in terms of withdrawal, transfer, top-up, and amount of banks and service providers makes the user feel that having more than one application to do activities is unnecessary.
Users see these as facilitators, especially when it comes to the relationship with brands that provide services. No emotional feeling is associated with the service companies that provide these services.
They are ready to switch services to companies that offer them more privileges and convenience. So, at this point, creating an impression and building a relationship by prioritizing the user rather than the user and the service provider.
Providing a service may create an attraction that makes users want to have brand loyalty with us. It also creates a new impression of a more emotional brand image, making people see our brand differently.
App Adoption and Usage in Adults with Mobile Banking
Because every user has a choice to enable digital payment services differently for personal reasons, our products may likely not be the first choice for users. To attract users, who already have digital payment services, to change to use our services, without sufficient reasons, is difficult.
Therefore, creating new value for the brand or finding new partners that are related to the user's daily life activities is something that we can do to increase the number of users in the future.
Kids and Digital Payment
The current digital payment user base is primarily people aged 15 and over until the working age. But in Thailand, today's children and adolescents use and access online payment much more because it is related to their daily activities, such as online shopping and using money to top up online games or even transfer money instead of using cash.
Therefore, creating services to support children and teenager users are another exciting point. However, developing services for children is very sensitive, and many conditions need to be studied.
Key Take Away
'To create a service, what must be considered is the sustainability of the service. The user is the main factor that makes a product last a long time.