Brand-new cellphone bank of Guangdong Nanyue Bank

How to create a brand-new mobile bank application



Background

Guangdong Nanyue Bank, form erly Zhanjiang Commercial Bank, was founded in January 1998 and was renamed Guangdong Nanyue Bank Co., Ltd. (Guangdong Nanyue Bank for short) in September 2011, with the approval of the China Banking Regulatory Commission (CBRC). Through constant development, Guangdong Nanyue Bank has grown into adynamic  regional commercial bank.


Design exploration


This was the first attempt from domestic banks to break traditional architecture and interface presentation rules for their mobile banking services.

    It was also a creative design processfull of communication and understanding.


At the beginning of the project, we conducted much analysis on the trends and competing products.




What is a cellphone bank to users? As a part of Internet banking, what features should it have compared with Internet banking services on a PC? With these questions in mind, we reviewed existing products to get to understand the needs of users. We discovered that the entire architecture of almost all mobile banking applications is based on business logic. The entrance to each function is displayed through the combination oficons and texts, which leads to the fact that almost all cellphone banks have used a business-centered, 'nine square' design.

 

 


 Is there a more friendly choice?

From the perspective of Guangdong Nanyue Bank, a mobile bank, as an representation of its mobile platform, carries the purpose of promoting its brand image and needs to clearly show the brand values in addition to creating a good user experience. The above-said brand information is an idea that needs to be delivered through out the experience of the mobile bank. As for users, the classification of functions is an important concept. They need to complete financial activities in real-life scenarios through their mobile device. That is to say, a contextual design better suits the users’ needs.


Concept and direction



Surfacing information and functions. 


Visually offering users the information they need most

Mixed function and information cards





Social media use experiences


Using a simple pull-down gesture to browse information and functions.




Emotion marketing


Giving a banking application an urban &cultural atmosphere.



Scenario-based framework design


Arranging functions dynamically basedon scenario. 





Challenges and implementation


No matter how you look at it, we are challenging what is traditional and inherent: inherent design, inherent architecture, even inherent thinking.


No matter how you look at it, we are challenging what is traditional and inherent: inherent design, inheren achtaritecture, and even inherent thinking. This involves a lot of communication, and collaboration between design, management and development teams. We are highly consistent about our goals and hope to take this opportunity to demonstrate innovative thinking in the design of domestic mobile banking applications and to truly implement X-Thinking (experience thinking) in the finance industry.



 

What is finally presented is not only an interactive, and intuitive interface, but also a different way of thinking.






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