The requirement
The stakeholder requested the creation of a landing page with a list of questions and answers (FAQ section) within the Citibanamex portal. However, when analyzing the underlying problem, the scope grew considerably.
Users had many detractors regarding the bank's customer support services — both in platform and communication.
User pain points
Platform problems
- Can't log in / hard to access
- Page doesn't load / freezes
- No online transactions available
- Can't see my accounts or transactions
- Can't download my statement
- They don't solve my problems
Communication problems
- They don't explain how to solve problems
- They don't notify about changes or maintenance
- Help information is not up to date
- The information doesn't solve my problems
How did we solve it?
We analyzed all content related to questions, complaints and feedback received from Citibanamex clients. We standardized the new platform based on previous portal work, implementing best practices from other specialized sites.
It's important for the business that clients can resolve their questions on their own, as this reduces customer service center costs and improves the user experience by letting them solve their questions quickly.
Benchmark
We observed and studied the direct and indirect competition of Citibanamex. In Mexico, nothing like a self-service center existed in banks — the closest were basic FAQ pages. This gave us a clear differentiation opportunity.
Benchmark table
Research and goals
We started by researching bank customer needs and defining help center objectives. We conducted interviews, surveys and market research to gather insights about the most common pain points.
Main goal (business)
Reduce costs in the customer service center.
Secondary goal (user)
Quickly resolve questions without needing to contact an agent.
Low resolution flowchart
HD prototype for user tests
