Interaction Design - AIB IBB Application Forms

Internet Business Banking (iBB) is an important part of AIB’s customer service. However, the application process to set-up the service was complex and error prone. Frontend were requested to analyse the user experience and to implement a better solution.

In-depth interviews were conducted with the branch staff and customer service team in the bank. Frontend also carried out a usability review on the 7 page (printed) application form that customers were required to complete. This pinpointed the problem areas within the application process - the design and layout of the paper-based form was the key issue.

Over 40% of application forms received by the bank contained errors. As the form was the basis of a legal agreement, the amendments had to be made directly by the applicant, and so erroneous forms were sent back to customers for correction.  This created a sub-optimal user experience and led to significant delays in the time required to process applications.

Frontend quickly followed up the analysis with design solutions. Several iterations of the application form were designed and refined until all business requirements and usability issues were addressed. A small batch of forms were printed and tested with Bank customers. Following a final round of modifications the redesigned application form was deployed in a number of branches for a trial period.

The feedback from the customer service team was overwhelmingly positive indicating that the new design had reduced the number of errors by 67% over the original form.