Bendigo Bank – building local community awareness and support
Bendigo Bank is a community bank looking to completely rethink its consumer and small business banking offerings. They describe their bank as being different from the 'big four' banks, but customers are not experiencing a difference. They want to differentiate themselves with solutions that use new features and functions that are consistent with their values.
Hypothetical project, team of three
2 weeks (+1 week solo UI design)
Markers, paper, Typeform, Axure 7, Sketch 3 and InVision
Competitive analysis | Contextual inquiry | User survey
The project commenced with a competitive analysis of Bendigo Bank and their main competitors the 'big four’ banks. We compared banking products and corporate responsibility offerings. We also researched successful upstart financial institutions, to uncover new ways of thinking that could help inform a solution for Bendigo Bank.
Savings, loans, investment and corporate responsibility offerings are similar between the banks.
The 'big four' banks offer more competitive rates than Bendigo Bank does
Upstart financial institutions connect customers with their finances in unique ways that could inform our solution.
Simple: Shows upcoming payments and allows goal setting and progress tracking
GoFundraise: Easy to see the difference you make with goal setting, tracking and social sharing
Venmo: payments are made and shared instantly with social visibility
Virtual wallet: monitoring of all funds and payments by a visual scale and calendar.
Staff at the Sydney CBD retail branch and Pyrmont Community Bank branch were interviewed. Customers were either non-existent, or very few in numbers.
Community Bank branches dedicate one third of directors profits to supporting the community
They don't have a strong branch online presence even though 95% of their customers bank digitally
They really want to connect with customers on a personal level, and appeal to a broad demographic
They are looking for new ways to engage with the community.
People don’t know what we do, but we do a lot – we don’t openly promote our community initiatives.
We conducted a survey to discover how customers go about their banking and to see if they were supportive of community initiatives. 31 people responded, unfortunately none of them were Bendigo Bank customers.
Preferred to bank via mobile apps/online banking
90% expressed interest in their community
90% already donate to causes
25% would like to donate time and 40% money.
Preferred banking method
Community interest level
Current donation frequency
Outcomes from the discovery phase
1Bendigo Bank's size doesn't let it compete against the 'big four' banks. Instead it provides value by offering constant involvement and support in the community.
2Customers don't bank primarily in branch anymore due the convenience of the available digital channels – the mobile app and online banking.
3Customers are generally interested in supporting the community, but not everyone is equally passionate, with some not wanting to know anything at all.
Personas | MVP | Feature prioritisation
Key findings from the interviews and survey helped to build empathy maps, which informed three key personas:
Feedback from the usability testing resulted in a series of amended sketches before interactive wireframes were created in Axure 7.
Further usability testing highlighted some heuristic issues, particularly around the global navigation, but generally feedback was positive.
“Overall it’s pretty cool, I would use the app.”
After one more design iteration a high fidelity prototype was designed using Sketch 3 and InVision. This was not part of the team project. Functionality was expanded to create a better overall user experience.
If the project were to continue, further testing would be required. Other features could be added, such as:
Portal integration into the Bendigo Bank website
Inclusion of Bendigo Bank's other community giving ventures
Online and in-branch promotions to generate interest
The ability to apply to be a charity through the portal
A comparison feature to help decide which cause to donate to
Ability to donate for non customers
What to do differently next time
A faster research process coupled with earlier sketching would speed up the ideation process, allowing time to create a broader range of ideas. It would be ideal to speak to Bendigo Bank's customers to learn about their experiences.