Reimagining MAE App

Mobile App

Company

Maybank

Role

UI Designer

Industry

Banking

Date

3 weeks

Introduction

As the financial industry evolves, so do user expectations for seamless and intuitive digital banking experiences. To remain competitive, banks must prioritize user-centric design in their digital platforms. This case study explores an initiative to improve the user experience (UX) of a banking app by benchmarking features against both traditional and digital banking apps worldwide.

About Business

Maybank is one of Southeast Asia's leading financial institutions and the MAE app is a cornerstone of Maybank’s digital transformation, offering a seamless platform for managing finances and engaging with users through interactive campaigns like "Tap, Track, Win."

Problem

The banking app lacked intuitive navigation and key features commonly found in competitor apps. Customers expressed frustration with time-consuming tasks such as switching between accounts, checking recent transactions, and initiating money transfers.

Objectives

  1. Analyze and benchmark UX features of leading banking apps globally.

  2. Identify areas of improvement for the client’s app based on competitive insights.

  3. Propose feature enhancements to simplify navigation and improve overall user satisfaction.

Research

To understand current best practices, a benchmarking study was conducted on banking apps from traditional and digital banks across different countries. The study revealed the following key features commonly present in successful banking apps:

Account Overview

Most apps displayed users' multiple cards and accounts prominently at the top of the homepage. This feature allowed users to easily view balances and switch between accounts without navigating through multiple menus.

Recent Transactions

Leading apps showcased the five most recent transactions directly on the homepage, giving users immediate insights into their financial activity.

Quick Access to Transfers

Many apps enabled users to save favorite contacts and initiate transfers directly from the homepage. This minimized the need for multiple steps and improved transaction efficiency.

Define

Based on the benchmarking findings, the problem statement was redefined as:

The current app design requires users to navigate multiple steps to access critical information and perform frequent tasks, leading to a suboptimal user experience. Key features such as account visibility, recent transaction history, and quick money transfers are missing or poorly implemented.

Key Feature #1

Enhanced Account Overview

  • Introduce a scrollable account and card carousel at the top of the homepage.

  • Provide real-time balance updates for each account.

Key Feature #2

Recent Transactions Display

  • Add a section on the homepage to display the five most recent transactions.

  • Include transaction details such as date, merchant name, and amount for quick reference.

Key Feature #3

Quick Transfer Functionality

  • Allow users to save favorite contacts for faster money transfers.

  • Enable transfers directly from the homepage with a streamlined interface.

Results

This case study forms part of the proposal for potential new designs aimed at enhancing the banking app’s UX. By implementing these features, the client can provide a more intuitive and engaging digital experience for their users, ultimately improving customer satisfaction and retention.