top of page
תמונה-מרכזת-L.jpg
'Zahab' transfer

Designing a new digital procedure for the bank's website and app to handle a lesser-known banking transaction. This transaction partially challenges the client's established mental model of interbank transfers within Israel. Additionally, market research reveals varying perceptions of the transfer among different banks.

My Role:

UX Design, Research, Prototype

Platform:

website, app

Conversations with stakeholders

In discussions with various departments within the company, we addressed the identified issues and business requirements. We delved into the intricacies of the banking and technical aspects related to the type of transfer, while also outlining the specific directives provided by the Bank of Israel.

Before discussing the business needs, a brief overview of the Zahab transfer:

The Zahab transfer operates within an international clearing system known as Zahab (in Hebrew) or RTGS (Real-Time Gross Settlement). Beneficiary details required are their name in English and IBAN (International Bank Account Number). Transactions are processed instantly within Zahab's operating hours. Once initiated from a bank, payments are final and cannot be reversed

Key business needs and issues:
  • Improving the workload of bankers: At present, the Zahab transfer can only be performed by bankers at the service center or users' bank branches. This setup creates added workload for bankers, and there is a need for a more efficient solution

  • Enhance the bank's image through an improved user experience: currently, customers often face delays in transaction execution due to reliance on banker availability.
    These delays not only inconvenience customers but also risk causing financial harm

  • Scheduling: The priority is to begin with designing for the website and then tailor it to fit the app

Furthermore, I assessed the bank's website and app, which currently only support written communication between customers and bankers for initiating Zahab transfers.
However, there's another widely-used digital transfer option available, presented as a straightforward form with four essential questions: recipient details, amount, date, and purpose.

Interviews

The interviews were designed to assess the customers' understanding and use of 'Zahab' transfer.

Main Findings:
  • Customers commonly perceive the Zahab transfer as an immediate settlement of funds, quickly reflected in the beneficiary's account

  • Customers are typically prompted by the beneficiary to initiate the transfer, often unaware of this option's availability

    We observed two common patterns of 'Zahab' transfer usage:

"The car buyers"

Customers who use the service outdoors, typically while making a car purchase with the seller present, also require quick service.

"The house buyers"

Customers who use the Zahab transfer for larger transactions, as required by law. This group includes individuals making payments for new apartments or other significant purchases.

Market research

In conducting market research, I reviewed the websites of other Israeli banks to identify how they approach the Zahab transfer. I found that different banks have implemented the transfer in different ways, including:

בינלאומי.jpg

Some banks have integrated the 'Zahab' transfer within the existing digital transfer form.

לאומי.jpg

Other banks have a dedicated form specifically for the 'Zahab' transfer.

דסקונט.jpg

Some banks offer customers the ability to contact a banker by sending a written message instead of utilizing the 'Zahab' transfer.

Strategic decisions

On a first glance, the intuitive solution would be to add the ‘Zahab transfer’ to the existing transfer operation form. But in practice it will only confuse the user:
The average customer did not make a distinction between the various types of transfers, nor does he really care. What important to them is to carry out what the beneficiary required them to do, and that is to carry out the ‘Zahab transfer’, so them search the website/app for the words 'Zahab' transfer.

As previously noted, the bank already offers a transfer service and customers don't see the 'Zahab transfer' as distinct, but rather only as an immediate option. With this in mind, I realized that to simplify things cognitively for the user, it would be best to utilize the structure of the familiar form (with the 4 questions).

Design high-fidelity mockups and prototype

I created high-fidelity mockups and a prototype, informed by user research and competitive analysis. This included a new form named 'Zahab Transfer' with four questions and a smart message for non-instant transfers. The prototype was used to test design decisions.

Prototype

Usability testing
  • Assessing the location of the transfer operation entrance

  • Evaluating screen usability

  • Testing participants' familiarity with banking terminology

Objectives:
Participants:

Age range: 32-52

5 women, 5 men

Number: 10

  • Use the bank website and app regularly

  • Some have also made Zahab transfers at branches with assistance from bankers

  • Have experience making regular money transfers through the website

Findings
Entrances:
  • Customers primarily seek out the words "Zahab transfer" as it's often prompted by the beneficiary. To accommodate this, the entry should prominently feature the operation name, separate from existing transfer options

  • For customers not prompted by a beneficiary and unfamiliar with Zahab transfers, it's advisable to include a link within the existing transfer operation screens and inform them of the new operation

Flow:
  • Participants presumed that the transfer service operated around the clock because of its digital nature
    highlighting the necessity of communicating operating hours and limitations

  • Participants were surprised by differences between Zahab and Regular transfers, indicating a need for clearer explanation

  • English language requirements caused discomfort for less fluent users, suggesting the need for clarity

Final screens
Entrance
The finding:
Customers primarily seek out the words "Zahab transfer" as it's often prompted by the beneficiary.
Orientation: The entry to the process prominently displays the name of the operation, separate from the available transfer options
תפריט.png
Surfing the website outside of business hours?
The finding:
Participants presumed that the transfer service operated around the clock because of its digital nature.
Smart pop up
A pop-up that appears at the entrance to the process outside of the system's operating hours.
In contrast to the formal style in the prototype, the final message features a natural, conversational tone that is approachable, gender-neutral, and relatable.
פופ אפ סופי.jpg
Main Screen

The 4 questions form: For whom, how much, when and why.

The findings:
  • Participants were surprised by differences between Zahab and Regular transfers, indicating a need for clearer explanation
  • Lack of familiarity with banking terms, like IBAN number, underscores the importance of providing explanations
Picture1.jpg

Quick viewing of the whole form

Description and explanation
An explanation of the financial operation at the top of the screen
טולטיפ.jpg
Banking Terms
Providing an explanation of the account detail of the beneficiary required for this transfer, so that the user knows what to ask for, and more importantly - to recognize that it is the correct detail
טולטיפ.png
טולטיפ.jpg
'Your Questions Answered' pop-up
Q&A raised in interviews and usability testing
טולטיפ.jpg
infro.jpg
Summary & Completion screens
העברת זה״ב- מסך אישור.jpg

Summary screen

Picture3.jpg

Completion screen

Differences in Implementing User Interview Findings on the Bank's Website and App

 During the interviews, it was discovered that: 

  • The need for Zahab transactions often arises during real-time transactions outside the home, such as purchasing a car, emphasizing the importance of speed and user comfort, driving the preference for app usage

  • Users are hesitant to write in English

To address this through the application: The app will feature a simplified process, sparing users the need to type by providing a list of transfer reasons to choose from, including an 'other' option.

For the website: Acknowledging the need for an MVP version and its role as a data collection tool, it will feature a typing field for transfer reasons, ensuring future refinement accuracy.

בחירת מטרה app.png
פרטי העברה app.png
Impact on Digital Transfer Rates
 Customer activity by execution channel:
  • A significant increase observed from July 2023 after months of declining digital activity

  • In August 2023, digital activity reached record level

Note: In 2022, digital activity involved sending a written request to a banker via the website or application.
The digital form of the Zahab transfer operation commenced in July 2023.
Impact on Digital Transfer Rates
תמונה-מרכזת-L.jpg
bottom of page