Banking Digitalization

Citizen Migration to Digital Banking

Digital Model Dashboard

Overview

A nationwide innovation and digital transformation initiative for United Bank Limited (UBL) and State Bank of Pakistan. The goal was to migrate citizens from conventional bill payment to digital and introducing RAAST payment to do digital inclusion.

Client United Bank Limited
Year 2023
Role Innovation Designer

The Challenge

Despite growing digital adoption in the region, most transactions still happen inside branches, and it increases the cost for the bank.

Defining the Problem

UBL handles a substantial share of Pakistan’s PKR 3.5 trillion bill payment market. Despite this:

  • Less than 10% of payments are digital
  • The rest are made through branches, costing millions every year

Why it Matters

Cost of Transaction in Branches

0 PKR

Cost of Transaction on Digital

0 PKR

If we migrate 80% of bill payments from branches to
digital, we can potentially save PKR 1500 M per year.

Table

Understanding the Customers

Through branch visits, interviews, and field research across 25 branches, I identified five major audience segments walking into branches:

Customer 1
Customer 2
Customer 3
Customer 4
Customer 5

How might we provide alternatives and increase Trust in digital bill payments ✦

Click on the persona to see the proposed solutions!

App Bill Payment Journey Enhancement

I redesigned the entire digital journey to make it more simpler and quicker. From adding a bar code scanner to new redesigned receipt resulted in a shorter, cleaner, more trustworthy flow.

UBL 1
UBL 2
UBL 3
UBL 4
UBL 5
UBL 6

UBL BillPay - Pay Without Logging In

(For Non-UBL & Lack of Option Personas)

Process Flow Process Flow

Defining Digital Advisor Journey

Multiple marketing campaigns were also run for enhanced and new products.

Impact

Total impact seen by August 2023:

What This Project Shows About Me