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The Car Buyers
Customers making quick transfers outside the home, with the seller present
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The House Buyers
Customers making substantial transfers legally required as Zahab
"The car buyers"
Customers who use the service outdoors and need quick transactions. Typically while making a car purchase with the seller present.
"The house buyers"
Customers who use the service for larger transactions as required by law. Including payments for new apartments or other significant purchases.
Understanding Customer mindset
Motivation & Awareness: Beneficiary Request
Customers are typically prompted by the beneficiary to initiate the transfer, often unaware of this option's availability.
Customer Perception: Immediateness
Customers perceive this transfer as an immediate settlement of funds quickly reflected in the beneficiary's account.
Interviews. Main Findings:
The findings are divided into two: customer mindset, and two common usage patterns
Motivation:
Beneficiary Request
Customers are typically prompted by the beneficiary to initiate the transfer, often unaware of this option's availability.
Customer Perception: Immediateness
Customers perceive this transfer as an immediate settlement of funds quickly reflected in the beneficiary's account.
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Note: Before the launch, digital activity involved sending a written request to a banker via the website or app.
The digital transfer was launched at the beginning of July 23.
Percentage of Zavab transactions via digital (at the end of each month)
The digital transfer was launched at the beginning of July 23
July 2023
A significant increase observed after months of declining digital activity
August 2023
Digital activity reached record level
Impact on Customer Activity in Digital Transfer Rates
Interviews. Main Findings:
Two common patterns usage emerged:
"The car buyers"
Customers who use the service outdoors and need quick transactions. Typically while making a car purchase with the seller present.
"The house buyers"
Customers who use the service for larger transactions as required by law. Including payments for new apartments or other significant purchases.
Understanding Customer Perception and Awareness:
Customer Perception: immediateness
Customers perceive this transfer as an immediate settlement of funds quickly reflected in the beneficiary's account.
Beneficiary-Driven Initiation and Awareness
Customers are typically prompted by the beneficiary to initiate the transfer, often unaware of this option's availability.
Interviews. Main Findings:
Understanding Customer Perception and Awareness:
Customer Perception: immediateness
Customers perceive this transfer as an immediate settlement of funds quickly reflected in the beneficiary's account.
Beneficiary-Driven Initiation and Awareness
Customers are typically prompted by the beneficiary to initiate the transfer, often unaware of this option's availability.
Two common patterns usage emerged:
The Car Buyers
Customers making quick transfers outside the home, with the seller present
The House Buyers
Customers making substantial transfers legally required as Zahab
Data Gathering for MVP Refinement
Acknowledging the need for an MVP version, the website will include a typing field for transfer reasons to ensure accurate future refinement.
Eliminating the Need to Type in English
The app will provide a simple process that allows users to select transfer reasons in Hebrew, which are translated into English behind the scenes.
Differences in Implementing User Interview Findings on the Bank's Website and App
Listening and Learning
Through discussions with product managers and customer service teams, I identified key pain points that made it difficult for users to manage their digital mailbox:
“The current situation is forcing them to open multiple documents until they found the right one”
“In some cases, customers struggled so much to find letters that they preferred to contact bankers for assistance”
"Some users ended up opening each letter individually just to clear the badge
Struggling to Locate Letters
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Customers didn’t know the exact names of the letters they needed.
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Even when they knew what to look for, letters only appeared by title and date, making it hard to tell similar items apart.
Struggling to Clear Persistent Notification Badges
There was no quick way to mark multiple letters as read, so notification badges remained unnecessarily.
Market Research
I reviewed the websites of other Israeli banks to see how they approach the Zahab transfer, finding that different banks have implemented it in various ways:
Banker-Assisted Transfers via Message
Some banks offer customers the ability to contact a banker by sending a written message so the banker can make the transfer for them.
Zahab Included in General Transfer Flow
Some banks have integrated the 'Zahab' transfer within the existing digital transfer form.
Specialized Flow for Zahab Transfers
Other banks have a dedicated form specifically for the 'Zahab' transfer.
Market Research
I reviewed the websites of other Israeli banks to see how they approach the Zahab transfer, finding that different banks have implemented it in various ways:
Banker-Assisted Transfers via Message
Some banks enable customers to send a written message to a banker, who then performs the transfer on their behalf
Zahab Included in General Transfer Flow
Some banks have integrated the 'Zahab' transfer within the existing digital transfer form
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A Form Just for Zahab Transfers
Other banks have a dedicated form specifically for the 'Zahab' transfer