Branch Finder

A mobile-first branch finder sitting in the Nationwide banking app, designed to provides users with accurate location and branch service details, ensuring seamless access to physical branches on their mobile devices.

Problem

Users needing in-person services lacked a convenient way to locate branches within our app, unlike our website. This created a disconnect between the business’ branch promise and the mobile user experience.

Research Methods

Usability Testing: Revealed key areas for improvement from our existing website branch finder, highlighting the need for simplified navigation and clear information display.

Website Usage Data Analysis: To gain a comprehensive understanding of user behaviour and pain points related to branch location, I conducted a thorough analysis of our website's branch finder using Adobe Analytics. This involved: Identifying Peak Visit Times: Analysing data to determine the most popular times users searched for and visited branches, allowing us to optimise information display and potential real-time updates.

Search Behaviour Analysis: Examining common search terms and filters used by users to locate branches, revealing their specific needs and preferences

Interaction Mapping: Tracking user interactions within the existing website branch finder, including clicks, navigation paths, and drop-off points, to identify areas of friction and usability issues.

Google Reviews Analysis: supplement the Adobe analytics data with a review of Google reviews, to identify user pain points, and user sentiment around the current branch finding experience. This allows the identification of qualitative data, that is missed by the quantitative data from Adobe Analytics.

Conclusion

The mobile branch finder effectively extended our "Branch Promise" to our mobile platform, enhancing the overall user experience. By prioritising user research and validation, we delivered a solution that met the specific needs of our mobile users. This project reinforced the importance of aligning digital experiences with core brand values, particularly in the context of maintaining physical branch accessibility.