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Visual support for hdfc bank phone banking
- 1. Visual Support for HDFC Bank Phone Banking Summer Internship Project Guide: Prof. Anirudha Joshi Interaction Design, IDC, IIT Bombay Syed Fawaz Ahmed 3rd Sem, New Media Design, NID
- 2. Project Focus Study an interactive voice response (IVR) system in Indian context and design a "visual support" for the same. Improve the usability of HDFC Bank’s Phone Banking and add visual support to it.
- 3. Goal of the project Information Board Efficient Banking Medium Current Perception of Phone Banking Desired Perception of Phone banking Safety, Reliability and Error-free transactions are Primary Concerns Leverage on the “ease of learning” and privacy and aspects of IVR 24/7 availability and on-the-go banking must be the USP
- 5. User goals, constraints, problems and opportunities Low Trust on Phone Banking No Written Proof of transactions IVRS is a time consuming process Accessibility issues of Phone
- 6. Key Design Ideas Graphic + Text + Audio = IVR 2.0 Natural voice tone – willing to help Transaction Details sent via SMS and email Improve Trust Factor: More services, Additional layer of security Phone Bankers(PB) must direct the callers to required set of options
- 8. Gaurav Kumar: Self employed Tailor “I want to get more customers and want to deliver the dresses at right time” Business Growth: Gaurav wants to move from a small tailoring shop to a bigger made-to-fit boutique exclusively for ladies garments. He wants to open up one more branch in the near future. Secure future for family: Gaurav wants his children to get educated well so that they don’t have to struggle as much as he did to start the tailoring shop. He wants to save money for their future by investing wisely and safely Key goals Gaurav feels he has become an expert in ladies garments but learning new stuff related to computers is still a challenge to him. He also wants to improve his English so that he can transact with all types of customers. A day in the life Everyday he starts his work by marking the clothes based on customer requirements. Then he gives the cloth for cutting and stitching to his employees and tells them any special instructions given by the customer. Post lunch he packs the finished dresses and gets on his TVS XL to deliver the dresses to the clients. Every month he visits the bank to transfer funds to his brother who is studying in Bangalore. But he cannot afford to go to the bank because of his tight schedule. He gets free only in evenings when the banks are closed. His weekends are more hectic as customer vistis are more. However he feels secure while transacting in a branch as he is able to have 1-1conversation and he gets proof of all his transactions. Gaurav has used Phone Banking only once to report loss of card. He feels the Phone Banking is time consuming and monotonous. He wishes to talk to Phone Banker directly. Age: 28 years Education: 10th Pass Mobile Usage: High usage, gets 50 calls per day Other Uses of Mobile: SMS to customers about dress status, stores contacts, listens to mp3 music, takes photos of any new dress style or cloth material Handset: Nokia C3-01 Computer Skill: Beginner Background: Has been stitching clothes since he was 12 with his father
Notes de l'éditeur
- Just to check account balance and lodging complaintsNarrow and deeper tree for aged people – less options to remember. Broader and shallow tree for others – inverting the pyramid. Minimize the mental labor. While travelling, urgent transactions. No need of laptop/modem(costlier). Can do the baking transactions in “Odd timings”.
- Callers feel phone bankers are not authorized to for bigger transactions as there is no authorization Private Banks have selfish motivesWhen net is down or not available, ATM & net banking has almost all the options. Customize the IVR for places where internet is not available. Get the appointment of branch manager through IVR. Things that need authorization, can they be initiated through phone banking so that the user has to visit the bank just to sign the “pre-filled” documents OR the prefilled documents can be mailed, he signs it and sends it via the “postage-will-be-paid-by-the-addressee” envelope. Avoid visit to the bank on weekends. Users are OK to pay if the urge to complete the transaction is critical and they have no other choice. They want to make the transaction is lesser amount of time therefore lesser call cost.
- No big transactions done. Feel it’s a blank thing, I am not seeing a person who will take up the responsibility of my transactions. Enable video calling between callers and phone bankers on 3G enabled handsets for giving the users feeling of “one-to-one” transactions. Do not Push market on the Phone banking. Email is long-lived, stays, can be printed and searchable. SMS gets deleted. Screen shots of net banking serves as proof. Screen shot facility to be added or SMS as a written proof.When the call gets disconnected / the transaction remains incomplete - the system must remember this - if the user calls again within 10-15 min from the same number, it should give them an option to directly do to the level they were in. Allow the caller to get to the same PB when he calls back after disconnection / incomplete transaction – put the caller in the queue of the same PB. Give beep tones / alert tones / visual feedback when the mobile signal is low. Transfer of calls between departments, Gap is annoying.Low platform for high purpose. Small screen size, difficult to read than paper. More effort to read.
- Graphic + Text + Audio = IVR 2.0Avoid artificial “machine” tone, avoid chunking of textTransaction Details sent via SMS and email – optional – activated through IVR. Small notifications can be through flash message. If I have huge account balance, I don’t want the SMS showing my bank balance to be stored in my inbox as it is vulnerable. Instead flash messageUsers ready to take risk for comfortable services. Additional layer of security- while critical transactions – ask to enter the TIN / PIN again or some secondary password. While shopping I want to enter the password in vendors swipe machine. Avoid the feeling of insecurity of public cyber café. Provide transaction ID of each transaction. Show status of transactions - visual / audio / text . Changing the mobile number through IVR, authenticate through PIN/TIN. Send biz card of phone banking number to users mobile when he registers for it. Avoid the feeling of things being hidden - Instead of being last resort
- Audio Progress Bar – Countdown Timer, When caller is waiting, IVR says “We will call you back in 20 min, or wait for the response”, while waiting do some secondary transactions like - check for last 5 transactions etc. Play the audio of current offerings or the offers of the current department the user is in, the user will also come to know if he is in the wrong department. Record your problem and we will call you back, if you want us to contact press 1 and disconnect.Engagement activities to be added. If it is incorrect press * - avoid one step - if correct press 1 or press 2 – more key presses. Set of key presses for direct access, list of key presses sent via SMS or visual chart.Most frequently used options pushed up the tree either by AI or user selects his favorite transactions himself- e.g.. In ATM favorite transaction Rs.200 withdraw, no receipt. Press * for your favorite transactions. User sets his language preference.Trade off between the purpose of IVR and preference of callers. Make the transactions secure and reliable to decrease the reliance on phone bankers. Provide the option to get to the phone banker directly.