Banking Digitalization
Citizen Migration to Digital Banking
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
My Role
Innovation & Service 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
If we migrate 80% of bill payments from branches to digital, we can potentially save PKR 1500 M per year.
Understanding the Customer
Through branch visits, interviews, and field research across 25 branches, I identified five major audience segments walking into branches:
How Might We Offer Trusted Alternatives to Accelerate Digital Payment Adoption
Click on the persona to see the proposed solutions!
App Bill Payment Journey Enhancement
I redesigned and developed 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 BillPay - Pay Without Login
Defining Digital Advisor Journey
Impact Achieved
Total impact seen by August 2023:
15% increase in digital bill payments
22% decrease in branch bill payments
PKR 90 M saved in a month