ABN Personalised Login Experience

1. The current login situation

Currently, the ABN AMRO retail banking app has reached the stage in which it’s not only offering banking conveniences but also a way of living. Every month, there are approximately 3.3 million Unique Visitors interacting with it through 169.5 million Pageviews.

One of my team’s missions is to redefine the functional login journey into a welcoming and personalized experience and pave way for more helpful and adaptive-content features.

Currently, we have implemented a login screen with a QR scanner, a help-before-login menu, profile management features, and a series of Welcoming Themes upon login that rotates seasonally, eventfully, and segmentally.

Changing the login illustrations occasionally is a special and nice-to-have feature but it doesn’t welcome our users in a personally helpful way in the long run. These were the  current open questions we have:

1. How shall we automate the login theme creation process?
2. Is the “girl on a bicycle” signature applicable for other segments?
3. Should we enable the user to customize what they want to see?

Therefore, we took a step back and identified how an ideally new experience before login that welcomes our users the way they expect would look like.

2. User research

Besides staying data-informed to identify user-centric hypotheses and solutions, we also stay side by side with our users through qualitative research sessions. ​

We have brought our design from its early stage to its finalized stage to 2 phases of customer validation and were able to improve it with some interesting insights we didn’t expect before. 

3. Design workshops

Together with the user tests, we conducted several feedback sessions with different stakeholders and designers with the company.​
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We also hosted a Design Workshop session with our team to tackle technical puzzles, brainstorm missing user personas and scenarios, and go crazy beyond the box for future possible play-around on the new login flow.

4. What

4. How to measure success?

• KPI 1: WOCAS (What Our Customers Are Saying) – app store reviews, social media, colleagues, friends, and family​
• KPI 2 : >10% of the target users will use the new Personalize Login Wallpaper functionality within 2 months after the release.​
• KPI 3: An increase of the existing KPIto increase the number of Youth-account users in the app​

All preselected wallpapers will be tagged when selected, the popularity per wallpaper will be measured​. Analytics dashboard will be created.

5. Points of attention

1. The App file size: by adding multiple wallpaper images the ABN AMRO App might grow in file size
2. Malware in self-selected images (java scripts)​
3. The user sets an image as a background image that violates an intellectual property​
4. The user sets an image as a background image which is considered obscene​
5. By making the background screen customizable, the user can recognize a fraudulent app by the looks of the login screen