Simplifying the Client

Onboarding Experience

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Table of Content

Problem Statement

Opportunity Analysis

Research

Adriel’s Journey

Application Walkthrough

The Benefits

3

5

7

10

17

21

2

1.

Problem Statement

Our understanding of the current challenges

3

Time-Consuming and Tedious Process

• Increased regulations and compliance

• Manual and labor-intensive process

Current Challenges

Outdated Technology and Systems

• Process is manual and inefficient

• Inconvenient due to need for physical presence at the branch

Challenges

Problem Statement: How to make client onboarding delightful?

4

2.

Opportunity Analysis

Bridging the gap between the market and customer

5

Financial Industry

The Opportunity"

CustomersMarket

Opportunity

“Fintech now makes up a multi-billion dollar industry, still dominated by startups offering technological solutions to financial services and products.”

“…estimate that digital transformation will put upward of 30 percent of the revenues of a typical bank in play…”

“The fact that the Internet has become mobile — owing to the development of multifunctional smart phones — can hardly be overlooked in public.”

6

3.

RESEARCH

Understanding the market and users

7

Market Research

Target Group: Singaporeans

6h 17m / day

Time spent on the internet for a

person on average

88%

The number of adults (aged 16-

64) who own a smart phone

3.70M

The number of active mobile

internet users in Singapore

Source: Digital in 2016, Simon Kemp, We Are Social, 2016 8

User Research

Target Group: Respondents aged between 18 and 35

75%

found waiting time at the branches

unsatisfactory

83.8%

will use mobile applications if it saves them time

23.5%

opened an account through

digital application9

4.

Adriel’s Journey

From complexity to a delightful experience.

10

Meet Adriel

26

Management Consultant

$X,XXX per month

Not much

6 Hours

Fuss - free

Age

Occupation

Salary

Free-time

Mobile Usage

Likes

11

Tedious Lengthy Complicated

Adriel wants to open an account but…

12

A lot of my personal details are

requested at account opening, and I have to be

careful not to miss out on any

documents.

There is usually a long queue at the branch before it gets to my turn. I

rather be spending that time doing something else.

There are so many types of products,

how do I know which one is right

for me?

Secure login to safeguard your privacy

User is concerned

with privacy issues in using an application

Secure login at the start gives users comfort

and reassurance

User Journey

Current Future

13

One-time input of

personal details

Requesting the same

information multiple times

One time input of user data

across all products and

services

👉

User Journey

14

User Journey

Current Future

👉

Personalized product

listing

User Journey

Information overload on

product offerings

Product recommenda-tion based on

user profile

15

User Journey

Current Future

👉

Simple step-by-

step guide to open an

account

User Journey

Unclear procedures to

open an account

Easy-to-understand

process to help user provide

necessary information

16

👍

User Journey

Current Future

👉 👍

5.

Application Walkthrough

Step-by-step user introduction

17

Our process is easy

Opening an account is

tedious, lengthy and complicated

Instant access anywhere, anytime

Current Future

18

Personalized and fuss-free experience

Secured personal

information

See our product HERE

(for best experience, try on iphone 6 or later versions)

19

Secure login to safeguard your privacy

One-time input of

personal details

Personalized product

listing

Simple step-by-

step guide to open an

account

Enhanced User Experience

20

6.

The Benefits

The win-win situation.

21

• Increase operational efficiency, lowering operational costs

• Leverage customer analytics for internal developments and external opportunities

• Retain market competitiveness in provision of digitalization services

• Partner with clients to create market-leading disruptive solutions and build deep relationships

• Leverage and collaborate with Fintech leaders to deepen knowledge base

• Engage senior stakeholders and establish EY as a preferred Fintech champion

• Instant access anywhere, anytime

• Personalized and fuss-free experience

• Secured personal information

CUSTOMER

CLIENT EY

i2wi

22

The Iceberg Model of What’s to come…

CLIENT ONBOARDING

PERSONALIZED BUDGETING

PAYMENTS

P2P

DIGITAL WALLETS

ADVISORY

INVESTMENTS

23

Thank You!

i2wi

“People will forget what you said. People will forget what you did.

But people will never forget how you made them feel.”

−Maya Angelou

24

Appendix

25

User Testing Results

Improvements and modifications from prior wireframe

26

Sign-up page to be brought forward prior to input of any personal details to ensure security.

27

Addition of product summary screen for overview of product listing.

28