Cathay United Bank Cube App
Open a new account
Cathay United Bank Cube App
Open a new account
Cathay United Bank Cube App
Open a new account
About
The Cube App by Cathay United Bank aims to bring counter services to users’ fingertips, enabling them to manage nearly all banking needs from home.
My role
Design user flows, UI elements, organise interaction rules and logic, write user-friendly copy, and produce illustrations that align with the product’s style and usability needs.
Balance between business goal
& user experience
Balance between business goal
& user experience
Balance between business goal
& user experience
Streamline account opening processes
Streamline account opening processes
Streamline account opening processes
The previous online and in-person account opening processes were handled by different teams, leading to a more complicated internal process.
The previous online and in-person account opening processes were handled by different teams, leading to a more complicated internal process.
The previous online and in-person account opening processes were handled by different teams, leading to a more complicated internal process.
Achieve ‘1 Card, 1 Account, 1 App‘
Achieve ‘1 Card, 1 Account, 1 App‘
Achieve ‘1 Card, 1 Account, 1 App‘
With this integration, the online and in-person workflows are streamlined in the app, adding the CUBE credit card application. This helps the bank achieve the goal of ‘one card, one account, one app.’
With this integration, the online and in-person workflows are streamlined in the app, adding the CUBE credit card application. This helps the bank achieve the goal of ‘one card, one account, one app.’
Design process
Design process
We’ve conducted...
We’ve conducted...
We’ve conducted...
Survey plan
Survey plan
Quantitative
Quantitative
2808
2808
surveys
surveys
Qualitative
Qualitative
10
10
interviews
interviews
Interviewee criteria
Interviewee criteria
In-person account opening client *2
In-person account opening client *2
Online account opening client *4
Online account opening client *4
Card only client*4
Card only client*4
(last 6 months)
(last 6 months)
What Quantitative survey has told us
What Quantitative survey has told us
What Quantitative survey has told us
Nearly 90% of users think they know the difference between in-person account opening & online account opening, but 30% judge only by passbooks availability.
This data shows us most of users don’t fully realise the difference between these 2 account types
Nearly 90% of users think they know the difference between in-person account opening & online account opening, but 30% judge only by passbooks availability.
This data shows us most of users don’t fully realise the difference between these 2 account types
Q Do you know the difference between in-person account opening and online account opening?
Q Do you know the difference between in-person account opening and online account opening?
Beyond high interest rates, 60% of users open an account with a particular bank due to other products, such as salary deposits or stock transactions. Apart from financial products, nearly 60% of users also prioritise the digital banking experience.
Beyond high interest rates, 60% of users open an account with a particular bank due to other products, such as salary deposits or stock transactions. Apart from financial products, nearly 60% of users also prioritise the digital banking experience.
Q What do you value most when choosing a bank to open an online account?
Q What do you value most when choosing a bank to open an online account?
What user flow looks like
What user flow looks like
What user flow looks like
Before
Before
This flow made users pick an account type right from the start, which added pressure. Surveys showed most people didn’t really know the difference between digital and traditional accounts, making the choice even harder. Since they couldn’t change it later, it was harder to get them to adopt digital accounts.
This flow made users pick an account type right from the start, which added pressure. Surveys showed most people didn’t really know the difference between digital and traditional accounts, making the choice even harder. Since they couldn’t change it later, it was harder to get them to adopt digital accounts.
After
After
The new flow gives users more flexibility by letting them experience the process first before making a decision. This reduces hesitation and helps them understand the benefits of digital accounts, making them more likely to choose and keep using them. We used this flow to conduct user interviews.
The new flow gives users more flexibility by letting them experience the process first before making a decision. This reduces hesitation and helps them understand the benefits of digital accounts, making them more likely to choose and keep using them. We used this flow to conduct user interviews.
Key task 1
Key task 1
Key task 1
In the interview, users will go through the full process, but the focus will be on two key areas: applying for the Cube Card (the business goal) and selecting the account type and verification method.
In the interview, users will go through the full process, but the focus will be on two key areas: applying for the Cube Card (the business goal) and selecting the account type and verification method.
Choose your card (step 2)
Choose your card (step 2)
We want to encourage customers to choose the Cube Card more often while making the friction cost of selecting the debit card higher. This task aims to see if users can complete the process smoothly and observe their reactions to the page.
We want to encourage customers to choose the Cube Card more often while making the friction cost of selecting the debit card higher. This task aims to see if users can complete the process smoothly and observe their reactions to the page.
6/10 users said...
6/10 users said...
Ms Lin, 32y/o, Therapist
Ms Lin, 32y/o, Therapist
This page looked too much like an ad, I wanted to skip.
This page looked too much like an ad, I wanted to skip.
Key updates
Key updates
Simplified visuals
Simplified visuals
Replaced the original complex visuals with simpler designs to reduce the sales-like feel for users.
Replaced the original complex visuals with simpler designs to reduce the sales-like feel for users.
Removed “Recommend” and “Apply”
Removed “Recommend” and “Apply”
Took out the promotional words “recommend” and “apply” to avoid users feeling like they’re suddenly facing an ad during the account application process. Instead, we directly ask users to confirm the card type, implying that it’s a necessary step.
Took out the promotional words “recommend” and “apply” to avoid users feeling like they’re suddenly facing an ad during the account application process. Instead, we directly ask users to confirm the card type, implying that it’s a necessary step.
Clarified title
Clarified title
Put the explanation of “COMBO Card” on title.
Put the explanation of “COMBO Card” on title.
CTA improvement
CTA improvement
Removed the sales-driven word “apply” and framed it as a required step in the account opening process, asking users to confirm and proceed to the next step
Removed the sales-driven word “apply” and framed it as a required step in the account opening process, asking users to confirm and proceed to the next step
Key task 2
Key task 2
Key task 2
Verification (step 5)
Verification (step 5)
Digital account users often take longer to choose a verification method, seeking the fastest and easiest option. We aim to guide them to the best fit, ensuring a smooth process and reducing dropouts.
Digital account users often take longer to choose a verification method, seeking the fastest and easiest option. We aim to guide them to the best fit, ensuring a smooth process and reducing dropouts.
6/10 users said...
7/10 users said...
Ms Lin, 32y/o, Therapist
Ms Chung, 39y/o, Engineer
This page looked too much like an ad, I wanted to skip.
I took longer to pick the easiest verification method, worried that missing info might stop me from opening the account.
7/10 users said...
Mr. Chung, 39y/o, Engineer
I took longer to pick the easiest verification method, worried that missing info might stop me from opening the account.
Key updates
Default to Easiest Verification
Since past data shows that over 90% of users choose bank account verification, and interviews confirm that people prefer the easiest option, we set it as the default. This helps reduce user effort and lowers dropout rates.
Transaction limit display upon selection
Instead of displaying all the transfer limits upfront, we decided to show them only after the user selects an option to avoid overwhelming them with too much text.
Key updates
Default to Easiest Verification
Since past data shows that over 90% of users choose bank account verification, and interviews confirm that people prefer the easiest option, we set it as the default. This helps reduce user effort and lowers dropout rates.
Transaction limit display upon selection
Instead of displaying all the transfer limits upfront, we decided to show them only after the user selects an option to avoid overwhelming them with too much text.