Case Study: Improving a Banking App via Comprehensive User Feedback

Client: Mobile Banking

Duration: 15 Days

Service: Recruitment, Fieldwork

The Business Issue

One of Thailand’s leading financial institutions was facing challenges with its mobile banking application. Despite significant investments in digital transformation, the bank observed negative feedback on app store reviews and increased customer support calls related to app usage. Iconic research was involved in this project at the stages of Recruitment and Fieldwork, aiming to gather Consumer & Stakeholder Insights to inform improvements.

The Techniques

Offline In-depth Interviews:
Selection of Participants: A diverse group of end users was carefully chosen to participate, ensuring a mix of age groups, tech-savviness, and banking needs.

Interview Process: Trained moderators conducted one-on-one, in-depth interviews in a controlled environment, focusing on various aspects of the application including usability, design, features, and overall user experience.

Data Collection: Sessions were meticulously recorded and transcribed, capturing detailed feedback along with observations of user interactions with the app.

The Results

Iconic Research, in partnership with another agency, conducted an in-depth interview study that offered the client valuable insights and resulted in significant enhancements to their mobile banking app. This Qualitative Research approach insured nuanced, context-rich insights that quantitative methods alone might have missed.