Singapore's OCBC Bank
The Singapore OCBC Bank’s website gives visitors and
customers the opportunity to explore a range of the
bank's products and services
Singapore OCBC Bank's Website
The OCBC Bank website allows users to discover a wide
range of personal and business banking services. Our task
was to enhance usability and reduce user friction,
particularly on mobile and desktop navigation elements
The Team
At Greenie Web, a small UX team collaborated on this
project end‑to‑end, from research through ideation and
prototyping
Methodology
Design Thinking | Heuristic Evaluation | Contextual
Enquiry | User Survey | Comparative Benchmarking
Challenges
We identified key issues through a user-focused audit:
- An overly dominant Announcement section on mobile
- Redundant Navigation items on desktop
- The Contact Us section was overwhelming on both the mobile and desktop platforms
Problem Statement
Daniel, a student in Singapore, seeks a low-maintenance
bank account that still offers meaningful benefits. The
current site structure makes this hard to discover and
compare efficiently
Company Profiling
OCBC serves over
three million customers across Singapore,
Malaysia, Indonesia and China — offering Wealth
Management, Loans, Deposits and Trading Services. It ranks
among the top three consumer banks in Singapore, known
especially for leadership in Home Loans and Wealth
Products.
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Research/Analysis
UX Audit
We conducted a heuristic review to assess the usability
of the site across devices. This helped us pinpoint
immediate friction points in navigation, information
structure and overall experience.
User Interview
Using a qualitative approach, we distributed surveys
(via Google Forms) targeted at residents of Singapore —
the bank's core audience. This helped us factor in
regional behaviours and cultural context while gathering
insights on how users interact with key site features.
Competitive Analysis
We compared features on each competitor's website
and identified inspirations for Singapore OCBC Bank’s
website on mobile and desktop devices. After
examination, DBS Group and HSBC Singapore were in close
competition with the bank. We concluded on the overall
Navigation process to bring a more seamless user
experience.
Goals
We did not need to draw up from scratch different
Information Architecture versions but we concluded on
implementing the following solutions in redesigning the
Navigation:
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Personas
Frustrated Daniel
Daniel, a student aged 24, wants to know more about
the service offering but is frustrated with
Announcement section fixed to about half his
phone's screen size
Irritated Grace
Grace, aged 45, is helping out her boss who is an
Affluent suggest a reputable organisation to meet his
Private Banking demands but she is irritated by the
unnecessary Navigation links on the website
Wireframes
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High-Fidelity Prototype
Research Validation
Some feedback from user testing are:
Mobile
- Version Two is actually the best for the Announcement
- For the actual site, the font size could be smaller
- Contact Us... could be a smaller font
- Contact Us, Investor... could be organised as two columns to take up less Footer space
Desktop
- Login should be more accessible by putting it at the top (above the search engine)
- Footer background could be different
- The expansion of tab under login could be vertically displayed because there are too many options and it looks a bit messy
- No need for there to be a highlights tab if it is the only thing displayed
Conclusion
The following success metrics were achieved:
- Making the Announcement area less distracting for website visitors
- Removing unnecessary Navigation Links for an improved user experience
- Offering website visitors a mindless experience in having a glance at the Bank’s Contacts
Following the Test feedback, there would be need for the
design to be further improved.
Communication is essential to the success of a project.
Clear communication within the team can save significant
time and resources.
📸
Credits: Daria Nepriakhina, Paola Aguilar & Warren
Wong via
Unsplash
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