How iterative feedback helped Standard Chartered bank to optimize the UX of CardsPal

Standard Chartered

Feedback from users in Hong Kong and Singapore helped Standard Chartered Bank to optimize the UX for its CardsPal app.

The challenge

Traditionally, finding credit card deals has been difficult. People had to hunt on separate websites, or they only found out right before they paid. A few years ago, new regulations made it easier to aggregate banks’ products and services in one single app. Financial services provider Standard Chartered took this opportunity to develop CardsPal, an app that aggregates all credit card deals. To test and further develop this app, they needed a fast and efficient solution.

Our solution

First, we conducted research in both Hong Kong and Singapore to better understand CardsPal’s target group. Next, we set up a short-term insight community with those target users, and asked them to download and use a beta version of the app.

As they were completing certain tasks while recording their screen, we could observe how people were using the app. The users also shared videos in the community with instant feedback for the designers.

Next to that, we moderated consumer discussions on the community and organized  one-on-one interviews – using the ‘UX Think-aloud’ protocol – to explore user needs and get deeper insights in their frictions and tensions.

The impact

When we showed consumers an early beta version of the app, we receive a mixed response. However, based on these insights and after several iterations, Standard Chartered was able to launch CardsPal with an improved user experience.

  • People were concerned about providing their card information. Now, the app reassures they don’t need to submit any personal details.
  • Those living far from shopping centers were disappointed when they saw empty ’Near Me’ list. Now, they can expand the radius to show more deals.
  • People told us the previous Favorites’ feature wasn’t easy to get to. It’s now easily accessible in the bottom navigation bar.
  • People newer to credit cards wanted to better understand the benefits of each card. Now, they can do that via the Compare cards’ feature.

We’d love to showcase what our Insight Communities can do for your brand. So get in touch to request your showcase!

Online Insight Communities

Online Insight Communities

Research communities, online discussions boards, bulletin boards, insight ecosystems… what’s in a name. In this bookzine, we bring clarity by defining four different community types, each linked to a concrete research need, illustrated with best practices. 

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