DBS Private Banking Digital Benchmarking
How we provide a scalable benchmarking framework and methodology to compare competitor capabilities, designs and processes
The proposal
SectorPrivate Bank
Challenge
The bank needs to benchmark its offering from a UX perspective to face the industry's digital transformation challenge, differentiate its products from the market, and create new business opportunities.
My Role
Workshop Facilitation, Heuristic Evaluations
Workshop Facilitation
Workshop #1
In a two hours workshop, we decided top focus on the benchmarking framework from key dimensions in the private bank industry.
We made quick decision, to get commitment among stakeholders on focused topics and to be able to act strategically despite time.
Collabration tool: Miro
Benchmarking key dimensions
By reviewing the existing key dimensions, we brainstormed additional focused dimensions and priorities them in just 15 minutes.
- Risk rebalancing advice
- Health check portfolio
- Customer education/ comfort on products
- Acquisition journey
Essential insights/ highlights for each functions
To understand each lever’s insights, highlights, and functions, we ran 9 tasks to brainstorm in-depth ideas with stakeholders,
aligning focused areas to make sure the framework setting meets client expectation
Workshop outcome
Benchmarking framework in Primary Deep Dive Area/ Secondary Research Areas/ Tertiary Research
Workshop #2
In a one-hour workshop, we aligned the top 3 journeys for benchmarking UX journey.
We extracted extra insights from the existing client platform and put them in the benchmarking framework
Workshop outcome
Detailed customer journey screen flow for audition
UX Audit: Conduct Heuristic Evaluation
We went through 7 private banks’ digital platforms and over 50 functions. We highlighted usability issues, unique functions, and offerings. We ranked the competitors' key dimensions with scores and provided recommendations to our client based on our findings.
