Top
Redefining How Users Open Additional Savings Accounts in Mobile Banking
Redefining How Users Open Additional Savings Accounts in Mobile Banking
Redefining how existing users open an additional savings account in BRImo (BRI mobile banking) to increase CASA's growth and provide an easy-to-use, hassle-free, and seamless experience.
Redefining how existing users open an additional savings account in BRImo (BRI mobile banking) to increase CASA's growth and provide an easy-to-use, hassle-free, and seamless experience.
My Role
My Role
Product Designer
Product Designer
Team
Team
UX Researcher, UX Writer
UX Researcher, UX Writer
Company
Company
BRI Bank
BRI Bank
Project Date
Project Date
Q1 2023
Q1 2023
Platform
Platform
Mobile App
Mobile App
Reading Time
Reading Time
5 minutes
5 minutes
Overview
Overview
Project background
Project background
Savings account is a safe places to keep the money you don’t intend to spend right away. Likewise, at BRI Bank we have multiple types of savings account to choose from, and they’re not all alike. The options include traditional savings account, high-yield savings account, foreign savings account, certificates of deposit, etc. It depends on customer needs and goals.
Savings account is a safe places to keep the money you don’t intend to spend right away. Likewise, at BRI Bank we have multiple types of savings account to choose from, and they’re not all alike. The options include traditional savings account, high-yield savings account, foreign savings account, certificates of deposit, etc. It depends on customer needs and goals.
The most popular high-yield savings account in BRI Bank is BritAma Rencana. Although it gives the high-interest rates, in the end of 2022, we found that the growth of new users who open this type of savings account has decreased month over month from June 2022. This also affected the CASA growth, which decreased month over month from July 2022.
The most popular high-yield savings account in BRI Bank is BritAma Rencana. Although it gives the high-interest rates, in the end of 2022, we found that the growth of new users who open this type of savings account has decreased month over month from June 2022. This also affected the CASA growth, which decreased month over month from July 2022.
Therefore, our team decided to analyze and revamp the open savings account flow in BRImo to improve the user experience and make it more convenient for customers to open additional savings accounts easily. Our team had conducted market and user research to understand the needs as well as preferences of our customers and used this information as a basis to redesign the app's user interface as well as user experience.
Therefore, our team decided to analyze and revamp the open savings account flow in BRImo to improve the user experience and make it more convenient for customers to open additional savings accounts easily. Our team had conducted market and user research to understand the needs as well as preferences of our customers and used this information as a basis to redesign the app's user interface as well as user experience.
Growth Metrics
Growth Metrics
Monthly Active Users (MAU)
Monthly Active Users (MAU)
Before we deep dive into problem, let me introduce you the growth metrics, called Monthly Active Users which tracks the number of users who are using a platform in some period of time. It used to analyze the performance, growth, or popularity of the product.
Before we deep dive into problem, let me introduce you the growth metrics, called Monthly Active Users which tracks the number of users who are using a platform in some period of time. It used to analyze the performance, growth, or popularity of the product.
Monthly Active Users (MAU)
Monthly Active Users (MAU)
💎
New User
Users who are using BRImo app for the first time.
💎
New
User
Users who are using BRImo app for the first time.
👑
Retention User
Users who continue to interact with BRImo over a given time period.
👑
Retention User
Users who continue to interact with BRImo over a given time period.
👣
Ressurected
User
Users who has returned to BRImo after being inactive, or dormant, for a period of time.
👣
Ressurected
User
Users who has returned to BRImo after being inactive, or dormant, for a period of time.
🥷🏻
Churned User
Users who don't transaction for a period of time or dormant.
🥷🏻
Churned
User
Users who don't transaction for a period of time or dormant.
+
+
+
+
-
-
We think this metrics is perfect fit for financial or mobile banking because users usually interact with the apps multiple times within a month or less for transactions.
We think this metrics is perfect fit for financial or mobile banking because users usually interact with the apps multiple times within a month or less for transactions.
Problem
Problem
What was the problem?
What was the problem?
When our users are hoping a seamless and easiest way to open additional savings account but in reality it’s quite difficult. The current flow for open additional savings account in BRImo is difficult to navigate and lacks guidance for users. This potentially can hinder the user experience, decrease user satisfaction, and conversion rate.
When our users are hoping a seamless and easiest way to open additional savings account but in reality it’s quite difficult. The current flow for open additional savings account in BRImo is difficult to navigate and lacks guidance for users. This potentially can hinder the user experience, decrease user satisfaction, and conversion rate.
The effect is real, we are using the monthly active users (MAU) metric as you can see from the data analytics, the number of new users who open BritAma Rencana have decreased month over month from June 2022.
The effect is real, we are using the monthly active users (MAU) metric as you can see from the data analytics, the number of new users who open BritAma Rencana have decreased month over month from June 2022.
The average growth of new users from June - October 2022 are -5,61%
The average growth of new users from June - October 2022 are -5,61%
Moreover, the average of CASA growth for BritAma Rencana also decreased month over month from July 2022.
Moreover, the average of CASA growth for BritAma Rencana also decreased month over month from July 2022.
The average of CASA’s growth from July - October 2022 are only 1.83%
The average of CASA’s growth from July - October 2022 are only 1.83%
I guess you might be wondering, how does BRImo’s open additional savings account look like?
I guess you might be wondering, how does BRImo’s open additional savings account look like?
Okay, let me show you...
Okay, let me show you...
1
1
2
2
3
3
The copy CTA for open savings account is not clear, which can cause confusion, misleading, and uncertainty for users. Current label is “Other Account”
The copy CTA for open savings account is not clear, which can cause confusion, misleading, and uncertainty for users. Current label is “Other Account”
Users need to go through 3 steps before they can see the benefits of each savings account, it’s quite long compared to other competitors and the overall flow does not provide enough information to guide users through the process of opening additional savings account in BRImo.
Users need to go through 3 steps before they can see the benefits of each savings account, it’s quite long compared to other competitors and the overall flow does not provide enough information to guide users through the process of opening additional savings account in BRImo.
The benefits of each savings account are hidden, users might don't understand about the values, it causes hard to make a decision and drop the conversion rate.
The benefits of each savings account are hidden, users might don't understand about the values, it causes hard to make a decision and drop the conversion rate.
Lack of information. Based on research findings, many users don’t understand the purpose of selecting the nearest branch office bank. Mostly, they believe that the customer must visit the branch office to complete the process of opening a savings account. This might cause a high drop of the conversion rate.
Lack of information. Based on research findings, many users don’t understand the purpose of selecting the nearest branch office bank. Mostly, they believe that the customer must visit the branch office to complete the process of opening a savings account. This might cause a high drop of the conversion rate.
Context:
Choose the nearest branch office bank is only for administration purposes (e.g. lost card, print savings account book, etc)
This doesn't mean that customer must visit the branch office bank to complete the process.
Context:
Choose the nearest branch office bank is only for administration purposes (e.g. lost card, print savings account book, etc)
This doesn't mean that customer must visit the branch office bank to complete the process.
Objective
Objective
What goals that we want to achieve?
What goals that we want to achieve?
Along with the problems, there are an objectives that we want to achieve:
Increase the number of CASA growth and new users of BritAma Rencana.
Improve open additional savings accounts in BRImo with a better experience, clear guidance, and seamless.
Grab users' attention to see the benefits of each savings account and increase conversion rate.
Along with the problems, there are an objectives that we want to achieve:
Increase the number of CASA growth and new users of BritAma Rencana.
Improve open additional savings accounts in BRImo with a better experience, clear guidance, and seamless.
Grab users' attention to see the benefits of each savings account and increase conversion rate.
Benchmarking Analysis
Benchmarking Analysis
What other competitors did?
What other competitors did?
We ran competitive analysis to our banking competitors mainly in Indonesia and Southeast Asia because we have similar behavior when interact with mobile banking. The goal is to understand how they created the entry point for open additional savings account and find a gap in the market. This only show the summary from UX aspect.
We ran competitive analysis to our banking competitors mainly in Indonesia and Southeast Asia because we have similar behavior when interact with mobile banking. The goal is to understand how they created the entry point for open additional savings account and find a gap in the market. This only show the summary from UX aspect.
Livin’ by Mandiri
Livin’ by Mandiri
blu by BCA Digital
blu by BCA Digital
One Mobile
One Mobile
Livin’ by Mandiri
Livin’ by Mandiri
2 clicks to see benefits and value of high-yield savings account.
Benefits are presented together with the Terms & Conditions, there is no highlights for them.
2 clicks to see benefits and value of high-yield savings account.
Benefits are presented together with the Terms & Conditions, there is no highlights for them.
blu by BCA Digital
Only 1 click to see benefits and value of high-yield savings account.
Benefits are attractive, and easily grab users' attention with the different colors between each savings.
blu by BCA Digital
Only 1 click to see benefits and value of high-yield savings account.
Benefits are attractive, and easily grab users' attention with the different colors between each savings.
One Mobile
One Mobile
2 clicks to see benefits and value of high-yield savings account.
There is no highlights for each benefits.
2 clicks to see benefits and value of high-yield savings account.
There is no highlights for each benefits.
Design Process
Design Process
How to solve these problem?
How to solve these problem?
Let me show you our UX strategy...
Let me show you our UX strategy...
User Goals
User Goals
Clear guidance and information.
Seamless experience for open additional savings account.
Clear guidance and information.
Seamless experience for open additional savings account.
Business Goals
Increase the CASA growth and boost users to open additional savings account.
Grab users' attention to see benefits and increase conversion rate.
Business Goals
Increase the CASA growth and boost users to open additional savings account.
Grab users' attention to see benefits and increase conversion rate.
Technology
Technology
Can be technically done.
Fixed technical issues (e.g. force close, slow loading time, etc)
Can be technically done.
Fixed technical issues (e.g. force close, slow loading time, etc)
UX Sweet Spot
UX Sweet Spot
So, how might we improve current open additional savings account?
So, how might we improve current open additional savings account?
After gathering extensive insights from user research and benchmark reports, our initial step is to translate these insights into an affinity diagram, categorizing key pain points, desires, and needs. We then create as many potential solutions as possible and employ the Eisenhower Matrix to prioritize them. This approach aids the team in identifying which problems we should tackle first.
After gathering extensive insights from user research and benchmark reports, our initial step is to translate these insights into an affinity diagram, categorizing key pain points, desires, and needs. We then create as many potential solutions as possible and employ the Eisenhower Matrix to prioritize them. This approach aids the team in identifying which problems we should tackle first.
HMW
HMW
How might we increase the CASA growth and new users for BritAma Rencana?
How might we increase the CASA growth and new users for BritAma Rencana?
How might we provide the open savings account with better experience and more simple?
How might we provide the open savings account with better experience and more simple?
How might we grab user’s attention to open savings account?
How might we grab user’s attention to open savings account?
Solutions
Solutions
Create a special program such as cashback, rewards, promotional campaign to encourage users open additional savings account. This program will be prepared by business team.
Create a special program such as cashback, rewards, promotional campaign to encourage users open additional savings account. This program will be prepared by business team.
Simplify the flow so it takes no more than 3 clicks to see the benefits of a savings account.
Give clear instructions when opening a savings account.
Simplify the flow so it takes no more than 3 clicks to see the benefits of a savings account.
Give clear instructions when opening a savings account.
Rewrite a copywriting on the CTA of open savings account, make it clear and easy to understand.
Give visual highlight to benefits in each savings account.
Rewrite a copywriting on the CTA of open savings account, make it clear and easy to understand.
Give visual highlight to benefits in each savings account.
Solution
Solution
Design Solution
Design Solution
We are now sure about what to do with the screens. After all the use cases on wireframe were agreed by product manager, engineers, and other teams, here are the design solutions for the open additional savings account.
We are now sure about what to do with the screens. After all the use cases on wireframe were agreed by product manager, engineers, and other teams, here are the design solutions for the open additional savings account.
There is information about existing savings accounts as well as a CTA to add additional savings accounts with clear copywriting, make it easy to discover.
There is information about existing savings accounts as well as a CTA to add additional savings accounts with clear copywriting, make it easy to discover.
Simplify the description of the savings account and highlight the 3 main benefits, make it easy to scan, and added a visual icon to grab users' attention.
Simplify the description of the savings account and highlight the 3 main benefits, make it easy to scan, and added a visual icon to grab users' attention.
How about the details? No worries, as we can see in the video, users are still able to see the details of each savings account by click "Detail Tabungan"
How about the details? No worries, as we can see in the video, users are still able to see the details of each savings account by click "Detail Tabungan"
Because the users already selected the branch office in their first savings account before, we automatically recommend the same branch office for additional savings accounts to reduce steps.
Because the users already selected the branch office in their first savings account before, we automatically recommend the same branch office for additional savings accounts to reduce steps.
User control and freedom is a great principle that allows users to perform any task they want, that’s why we keep providing other ways to choose another branch office. But, we keep remind users with clear information that changing a branch office bank doesn't mean they must visit.
User control and freedom is a great principle that allows users to perform any task they want, that’s why we keep providing other ways to choose another branch office. But, we keep remind users with clear information that changing a branch office bank doesn't mean they must visit.
*It’s applied in other types of savings accounts flow, except BritAma Rencana because this type doesn’t have a debit card or savings book.
*It’s applied in other types of savings accounts flow, except BritAma Rencana because this type doesn’t have a debit card or savings book.
Overall we successfully reduced the process from 9 to only 6 steps required to complete open additional savings account.
Overall we successfully reduced the process from 9 to only 6 steps required to complete open additional savings account.
Entry Point
Entry Point
Choose Savings Account
Choose Savings Account
Initial Deposits
Initial Deposits
Terms & Condition + Confimation Screen
Terms & Condition + Confimation Screen
Validate
Validate
Round of Testing
Round of Testing
Next step to ensure whether there were any usability problems or not in our design solutions, we conducted usability testing by using Maze as our tool. So we can identify the click heatmap for new entry points and the overall flow of open additional savings accounts.
Next step to ensure whether there were any usability problems or not in our design solutions, we conducted usability testing by using Maze as our tool. So we can identify the click heatmap for new entry points and the overall flow of open additional savings accounts.
In general, users like the new design and the average SEQ score is 6.3, which means it is very easy for users to complete tasks. However, there are some parts that still need to be improved.
In general, users like the new design and the average SEQ score is 6.3, which means it is very easy for users to complete tasks. However, there are some parts that still need to be improved.
Good Perceptions
Good Perceptions
Users likes the new design of list savings account which are using slider, because it’s more attractive and comfortable to look.
Users likes the new design of list savings account which are using slider, because it’s more attractive and comfortable to look.
User says the new entry point for open additional savings account in homepage is easy to discover.
User says the new entry point for open additional savings account in homepage is easy to discover.
Users feel the display of information and benefits from each savings account looks simple and aesthetically pleasing.
Users feel the display of information and benefits from each savings account looks simple and aesthetically pleasing.
Bad Perceptions
Bad Perceptions
Some of them are confused when trying to find out the terms & conditions of each savings account.
Some of them are confused when trying to find out the terms & conditions of each savings account.
Results & Impact
Results & Impact
️Finally, in July 2023 we successfully launched the new experience of open savings account. Here are the business impact that we have generated after a few month of launched.
️Finally, in July 2023 we successfully launched the new experience of open savings account. Here are the business impact that we have generated after a few month of launched.
12%
The CASA growth of BritAma Rencana consistently increase month by month after its release, with an average increase of 12%.
The CASA growth of BritAma Rencana consistently increase month by month after its release, with an average increase of 12%.
1,000+
Successfully acquired more than 1,000 new users every month who opened BritAma Rencana after its release.
Successfully acquired more than 1,000 new users every month who opened BritAma Rencana after its release.
*Due to the Non-Disclosure Agreement, I am unable to disclose the precise amount of the Current Account Savings Account (CASA) at BRI Bank.
*Due to the Non-Disclosure Agreement, I am unable to disclose the precise amount of the Current Account Savings Account (CASA) at BRI Bank.
Takeaway Learning
Takeaway Learning
Lesson Learned
Lesson Learned
This project really taught me how to align business goals with user needs in a complex financial process. Our main goal was to boost CASA growth, but along the way we realized that the biggest impact actually came from understanding how users behave and simplifying their journey. Using data-driven design together with the MAU metric helped us create a seamless experience that drive real CASA growth.
This project really taught me how to align business goals with user needs in a complex financial process. Our main goal was to boost CASA growth, but along the way we realized that the biggest impact actually came from understanding how users behave and simplifying their journey. Using data-driven design together with the MAU metric helped us create a seamless experience that drive real CASA growth.
Thanks for scrolling all the way down!
Thanks for scrolling all the way down!
I truly appreciate your time. If you’re excited about product thinking, design system, or just want to chat and collaborate on something cool, let’s make it happen! 🚀
I truly appreciate your time. If you’re excited about product thinking, design system, or just want to chat and collaborate on something cool, let’s make it happen! 🚀
Copyright © 2026 ・ Muhammad Reza Rahmawan ・ All Right Reserved
Copyright © 2026 ・ Muhammad Reza Rahmawan ・ All Right Reserved
Start
End