UBS Redesign Support Page

The objective of this project is to create a support page for some well-known brand in the market so that the task is done in the easiest and fastest way for the users of the company in question. This page should be for the web, focusing on a standard page, without responsiveness and without concern on the mobile.

These brands should already have support pages, in this case, the analysis of improvements is part of the study, with a rationale based on the researches developed.

Given the options, I chose to create a support page solution for the UBS Bank of Switzerland.

Goals

Explore the UX Research process, and the impact on the final design.

Focus on the support page.

Study and experiment with UI Design.

Create an enjoyable experience.

The Design process

01

Problem Investigation

Secondary research and essential questions.

Secondary Research

1. The institution
UBS Group AG is a Swiss multinational investment bank and financial services company founded and based in Switzerland. UBS client services are known for their strict bank–client confidentiality and culture of banking secrecy. The bank's large positions in the Americas, EMEA, and Asia Pacific markets make it a systemically important financial institution within the broader economy of Europe.

2. Users
UBS provides financial advice and solutions to private, institutional, and corporate clients worldwide, as well as private clients in Switzerland. Headquartered in Zurich, Switzerland, they are present in all major financial centers worldwide.

When it comes to private customers, the bank has 6 different segments:

• For young people
• For undergraduates and postgraduates
• For young professionals
• For individuals
• For families and couples
• For cross-border commuters and clients domiciled abroad

3. Market
Despite the uncertainties caused by the Covid-19 pandemic, UBS posted a sharply higher quarterly profit. The Zurich giant benefited from strong client activity in wealth management and investment banking.

4. Support Page
The UBS support page is named "Help", in it you can find the following subcategories: Changing address E-Banking login problems Access Card not working or lost Blocking a card Blocking Maestro / V PAY card IBAN and BIC All issues

Assessing UBS Bank support and service
Currently, the UBS bank is ranked as the best Swiss bank in the ranking due to being the largest and in addition to having seven main offices around the world. The bank provides wealth management, asset management, and investment banking services.

UBS prioritizes security, trust, and discretion so much so that in the company logo we find 3 keys that exactly symbolize the 3 words previously said. But looking a little further, on the website Trustpilot, it was possible to find some information about the users' opinions about the service offered by the bank.

To understand how the customer seeks support on the BB page, I first tested access via Google search. I used words common to those looking for such a service, such as help, service, contact, and support, to assess what returns I would have from the site in each situation:

The current design of the UBS Bank support page
In this step, I analyzed the design of the main UBS support page.

The Help UBS page: Drive 1
Link: https://www.ubs.com/ch/fr/help.html

Benchmarking: support pages from other Swiss banks
Credit Suisse: Drive 2
BCV: Drive 3

Essential the questions

1. Who is the user?
Everyone who can create a bank account. The UBS bank, being the best known and most popular in the national territory, offers various types of packages for students, youth, adults, and families.

2. What is the company's primary objective for this product? Are there secondary objectives?
Primary objectives:
• Provide banking services
• Increase profits
• Increase and maintain the grand customer base
• Stand out from competitors

Secondary objectives
• Encourage the use of Twint (payment method by QR code)
• Generate a return on investment for customers
• Provide a playful strategy for customers

3. What is the focus/objective of the users?
• To be attended to quickly and effectively, avoiding going through different means of assistance until their problems are solved.
• Get access to your account and its features with ease.
• Be perceived and treated with dignity by the bank, as people, and not just as numbers.

4. What problem will be solved with this product?
• Provide fast and qualified service, with the objective of reducing the displacement of users in bank branches.
• Solve most customer issues directly through the website, reducing friction with telephone call centers
• Facilitate the resolution of the most common problems, such as difficulty accessing systems, how to use the access card machine.

02 Hypotheses

💡 Releasing the call center could help to better serve the public and free up customers' time on calls. Prioritize online services, First FAQ, then by email, and lastly, if the question is not resolved, by email?

💡 Would a layout that primarily presents the direct search for doubt and categorized FAQs make the time to obtain the desired information shorter?

💡 There are several subgroups of UBS information. Would present the main responses on the same page make it easier to find useful information? In this case, users would avoid looking for information from page to page.

Ideas

To check if the assumptions I made for this demand are valid, I will test a new layout that includes the following ideas:

1. Prioritize service directly on the website
2. More emphasis on FAQs: make the most searched categories and topics more visible.
3. Place phone numbers as direct-dial buttons and as the last contact option, highlight the numbers of the agencies closest to the user (search engine and be able to enter the user's address).
4. Make the support page more interactive with the user, condensing the main information on a single page, and placing photos to make it more visual.

Wireframe

The changes:

1. Above the search bar, I added "How can we help you?" to give a more direct emphasis to the user.

2. Currently, the FAQ search field has only one-word "search" inside the search box that guides its use. The text "How can we help?" doesn't guide the resolution of doubts. That's why I decided to substitute "search" for "what is your question?".

3. Then, I divided the FAQ into three "tabs" and I added the "Popular Questions" to be found more easily in the first tab. in the second and third tab, I kept the topics, "Common Topics" and "Topic Overview" currently proposed on the site but with a different layout of the elements.

4. Just below, we find the "current topics", which is a topic in which the themes will always be changing.
lastly, I added 4 boxes that are essential to be on this support page: Contact, Branches, Guides, and Digital solutions.

Moodboard

The information on the main colors and fonts was taken from the UBS visual identity manual.
Font: https://snk.ch/de/clients/ubs/

03

Wireframe High Fidelity

This is the wireframe for UBS Bank's main support page. The FAQ page has been integrated to allow the user to access the FAQ with less clicks. The FAQ search box now has a guiding question (what is your question?) Instead of just "Search".

I divided the FAQ into three "tabs" and I added the "Popular Questions" to be found more easily in the first tab. in the second and third tab, I kept the topics, "Common Topics" and "Topic Overview" currently proposed on the site but with a different layout of the elements.

Just below, I decided to keep the "current topics" boxes, which is a topic in which the themes will always be changing. Lastly, I added 4 boxes which is essential to be on this support page: Contact, Branches, Guides, and Digital solutions (which was lost on other UBS bank pages)

Impact expectations of the solution in six months
With the implementation of such improvements, it is expected:

• An increase in problem-solving directly on the UBS bank website, by finding information more easily on a page;

• Therefore, there will be a reduction in the volume of calls to the company's customer support phones, enabling a more qualified service in these channels;

• Better rankings in the UBS customer service rankings as well as in the other ranking websites, like Trustpilot, for example;

• Reducing queues at bank branches, making them safer locations for customers and employees, especially now during the Covid-19 pandemic.

Kevinpanchaud@gmail.com

- 2024