Migros Bank

Migros Bank, one of the leading retail banks in Switzerland, underwent a comprehensive brand redesign and refresh – including Corporate Identity (CI) and all touchpoints, such as the website, online banking platform and app. We were commissioned, as one of a core group of design agencies, to help Migros implement their first customer experience strategy, which had the aim of making customers totally satisfied with the bank’s services. Our role as design expert was essentially to help drive the project’s strategy and develop it further.

Challenge

Customer-Centric While Maintaining a Flexible Offering

A 100% focus on the customer experience was at the heart of the Migros Bank project. To this end, our support covered improving the onboarding process, the implementation of a new online consultation tool and authentication process, and auditing and improving financial tools in their online banking, as well as introducing more aquisition-driven product pages. The challenge was to consolidate the goal of simplifying the experience for customers, while at the same time making sure not to limit in scope the wide product and service range that Migros Bank offers. Simply put, the bank’s flexibility needed to be incorporated into the customer journey.

Client

Migros Bank

Services

Customer Experience, UX/UI Design, Prototyping, Product Design, Customer Insights, Design Systems

Date

2022-2023

Project link

Approach

Funnel: Website Customer Onboarding

One of our design process steps with regard to the website was to use a sales-driven approach to improve acquisition and to offer a better overview of Migros Banks’ products and services. At the same time, we worked on bettering the online onboarding process via a wizard, so as to decrease bounce rates. The two topics were tested with customers and iterated until the designs functioned optimally. As a result, within just two weeks of implementing the improvements, bounce rates were reduced significantly. To underpin the process we implemented a new online video consultation tool and streaming technology used for gaming, which offers a more attractive and modern service for customers than before – a point backed up by the positive feedback received from users following implementation. Finally, to further ensure the total satisfaction of newly acquired customers, we also conducted an audit of Migros’ online banking on both desktop and mobile.

mobile screens designed by ennostudio for migros bank

Creative Process

Design Consistency is Key to Great Customer Experience

We started the project with an in-depth audit of current flows and customer journeys, including all up-to-date analytics. Pain points and high drop-off rates were noted so that quick fixes could be found and areas of potential improvement could be identified. We then set out to simplify processes and design them more intuitively. As there were different external agencies and internal stakeholders involved, it was very important to focus on consistency with regard to implementing a design system for the whole project. Plus, staying in line with strategic and business goals was a high priority. We, therefore, actively participated with all partners in choosing the right priorities and sprint goals. 

Product Strategy

Creation and evaluation of the Customer Journey

With the creation of customer journeys we established a clear starting point, enabling the interdisciplinary teams to understand and visualize the customer’s perspective better. By prioritizing pain points, we efficiently addressed both quick fixes and long-term tasks. We also identified important delight moments and transformed them into peak experiences along the customer journey. To ensure continuous improvement, we held workshops involving the entire team, allowing us to constantly update and refine the customer journey based on evolving needs and insights from diverse perspectives.

customer journey by ennostudio for migros bank

Colors

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Font

Migrosbank Kievit

A Á B C D E É F G H I Í J K L M N O Ó Ö Ő P Q R S T U Ú Ü Ű V W X Y Z

a á b c d e é f g h i í j k l m n o ó ö ő p q r s t u ú ü ű v w x y z 1 2 3 4 5 6 7 8 9 0

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Light

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Regular

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Bold

The little prince went to see the roses again: "You are not at all like my rose, you are nothing yet", he said to them. No one has tamed you and you have tamed no one. You are like my fox was. It was only a fox like a hundred thousand others. But I have made him my friend, and he is now unique in the world."

“We successfully developed new modules for our next generation Online Banking. We’re very pleased with ENNOstudio’s deliverables. Their expertise is outstanding and we were able to get very good good feedbacks from (test) end-users.”

Larissa Ameti

Director, Head of Customer Experience – Migros Bank

Learnings

Reducing Silos for the Best Possible Customer Experience Outcome

Seven ENNOstudio creatives worked, in conjunction with three other agencies, collectively on the Migros project. Having so many bodies operating in different streams and subprojects at the same time means that close collaboration is necessary to reach the aim of creating a seamless customer experience. Our agile approach takes into account interdisciplinary working and the reduction of silos in a project. We are advocates for buidling on this approach to create a design system common to all designers; one that ensures long-term consistency and seamless deployment.

responsive screens designed by ennostudio for migros bank

Some of our work

Check out our portfolio.

Some of the memorable experiences that we already created together with our clients.

Coming Soon!

We can’t disclose any information regarding this project for now. If you want to be sure not to miss it when we publish it, drop us an email