Brief
I was tasked with redesigning BRIQUE, a strategic platform designed to synchronize the online reservation experience with offline branch operations. The primary challenge was to reduce physical waiting times by allowing customers to book appointments and complete service forms digitally before arriving at the bank. Key requirements included
Online-to-Offline (O2O) Integration
Creating a seamless transition where digital tokens are instantly recognized by branch systems.
Form Optimization
Redesigning complex banking service forms into a simplified, mobile-friendly experience to ensure data accuracy before the customer reaches the teller.
Real-Time Tracking
Providing users with live updates on their queue status to manage expectations and improve the waiting experience.
Project Name
BRIQUE
Role
Sr Product Designer
Offline Experience
The offline experience is centered on seamless synchronization between digital tokens and real-time branch operations. Upon arrival, the online reservation is instantly recognized by the branch system, facilitating a direct transition to service without the traditional wait. This Online-to-Offline (O2O) integration resulted in 45% faster task completion at the teller desk, as branch staff can operate with pre-validated data. By managing physical flow more effectively, we successfully reduced branch congestion and improved the overall atmosphere for both customers and staff.
Process Design
Business Metrics
30% Reduction in Branch Congestion
Optimized the online-to-offline (O2O) flow, significantly reducing physical crowds in waiting areas during peak hours.
25% Increase in Digital Adoption
Successfully migrated a large portion of the customer base from traditional walk-ins to digital appointment booking.
Operational Efficiency
Reduced the manual data entry workload for tellers by utilizing pre-filled digital service forms.
Increased Customer Throughput
Enabled branch staff to serve more customers daily by streamlining the pre-service process.
UX Metrics
92% Task Success Rate (TSR)
Achieved a high success rate for customers completing the integrated digital booking and service forms without assistance.
45% Faster Task Completion
The redesigned digital forms significantly reduced the time users spent on pre-service requirements compared to physical paperwork.
Reduced Form Error Rate
Improved input validation and clear interaction design led to fewer data discrepancies when customers reached the teller.
Reach & Impact
92% Task Success Rate (TSR), 45% Faster Task Completion and Reduced Branch Crowding
Lessons Learned
Working on BRIQUE taught me that a great user experience must extend beyond the screen and into the physical world. I learned that minimizing friction in online forms directly impacts operational efficiency in offline settings. By utilizing Interaction Design and Design Thinking, I was able to balance complex banking regulations with a simple, user-centric flow that saves time for both the customer and the bank staff.
