Unlocking seamless transactions with Sber ID

Role: concept, UX research, visual design

Duration: 2 week sprint

CONTEXT

Sber ID is an identity verification system developed by Sber Bank that uses facial and voice recognition technology. It serves as a convenient way for users to authenticate their identity across various Sber Bank platforms. Sber ID uses biometric authentication to ensure a high level of security and increased protection against identity fraud. By creating a Sber ID account, users can access a wide range of financial services, including online banking, insurance, and investments.

PROBLEM

The problem is the low conversion rate in submitting biometric data on the Sber Bank app.

Even though the app provides an option to make the user authentication process more convenient with facial recognition, many users are still hesitant to create their Sber ID account. Potential causes of that may include unclear instructions, technical issues, or user lack of trust. This low conversion rate negatively impacts the overall user experience and undermines the effectiveness of Sber ID.

GOAL

The goal of the project is to improve the conversion rate in biometric data submission. To do so, I’ll need to analyze the root causes of the problem and design a solution to enhance user confidence, streamline the process of submitting biometric data, and foster trust in the app's identity verification system.

AUDIENCE

The audience is all Sber Bank mobile app users who haven’t created their Sber ID account yet. I’ll need to consider both tech-savvy users and those who may be less experienced with technology.

USER RESEARCH

In order to understand the root causes of the problem and the user thought process better, I conducted a survey using Typeform and had 38 Sber Bank app users who have never created a Sber ID account answer it.

Survey questions:

Do you remember how you first learned about Sber ID?

1

How would you describe what Sber ID is in your own words?

2

Please open your Sber Bank app now. How easy is it to find where you can create a Sber ID account?

3

How much time do you think it would take to create your Sber ID account?

4

What benefits do you see in using Sber Bank’s facial and voice recognition technology for yourself?

5

What holds you back from creating a Sber ID account?

6

25%

have never heard of biometric authentication on the Sber Bank app.

14%

failed to find where on the app they could submit biometrics.

43%

don’t see how they would benefit from creating a Sber ID account.

62%

are scared to share their biometric data because they worry it isn’t secure.

RESEARCH FINDINGS

The survey results were very eye-opening for me as I was able to gather candid feedback from many active Sber Bank app users. After organizing the data I collected and creating an affinity diagram, I identified four common themes:

  • Users don’t know how their personal data is protected within the Sber Bank app which leads to concerns about potential data breaches.

  • Users are not educated on the robust security protocols in place and are hesitant to submit their biometric data.

  • Users don’t understand in what specific scenarios they’d use Sber ID and how it could make their interactions with Sber products more convenient.

  • Users assume that Sber ID equals to Face ID that they use to access the app and are not aware of its full potential.

  • Users who are aware of Sber ID advantages cannot customize its usage according to their preferences in various scenarios.

  • Users may wish to use their biometric data for identification purposes when interacting with customer support representatives, but not for making payments at stores and restaurants.

  • Locating the Sber ID feature within the app proved to be a challenging task for users as it can be found in Profile settings.

  • The current placement of Sber ID is not apparent, preventing many users from submitting their biometric data.

USER PERSONA

After identifying common themes in survey participants’ responses, I decided to create a user persona to get a deeper understanding of the target audience's needs, goals, and motivation. I wanted to humanize the user, understand their pain points, and empathize with them so that I can make informed design decisions further in the design process.

USER JOURNEY MAP

As the next step of my research, I started ideating and coming up with insights and ideas for improvement that would address user pain points. It was obvious to me that the first big change had to be introducing Sber ID to users from the homepage instead of making them search for it. I created a user journey map to visualize and build on the updated user flow of creating a Sber ID account.

PAPER WIREFRAMES

When I started sketching my main goal was to keep the process of submitting biometric data simple and transparent. I wanted users to learn about Sber ID advantages in the form of a short onboarding process and feel supported and well-informed when they were asked to capture their face and record their voice.

DIGITAL WIREFRAMES

After completing the initial wireframes, I conducted user testing sessions to gather feedback and evaluate the usability of the interface. The feedback and insights users shared prompted me to iterate and refine the wireframes multiple times. This iterative process allowed me to ensure that the final designs met the needs and expectations of the target audience.

USABILITY STUDY

I tested my prototype with users three times, implementing necessary changes based on their feedback after each session. It was important to listen to users’ suggestions and address any issues they identified in order to make the process of creating Sber ID as straightforward as possible.

Changes I made to the prototype based on the usability study results:

I replaced onboarding process where users would need to click Continue button with screens that automatically follow one another resembling stories on social media to introduce the advantages of Sber ID in a subtle way.

1

Instead of having users tick a box and agree to the data processing terms, I created another page with DPA highlights to explain how Sber Bank handles users’ biometric data and allow them to navigate directly to the full agreement to learn more.

2

I updated the biometrics collection screen and had the app capture a user’s face automatically when it’s positioned in the center of the frame, confirm it with a green check mark, and proceed to the next screen without having the user take any action.

3

I added an option to customize in what scenarios users would like to use biometric authentication right after creating Sber ID, as opposed to being able to customize it later on in account settings.

4

STYLE GUIDE

FINAL DESIGNS

Prioritizing Sber ID within the app

In order to increase the conversion rate, first and foremost I needed to get more users to discover Sber ID. By tapping the banner on the Home page, users can learn all about it and create an account.

Educating users on Sber ID advantages

I created short yet informative stories that highlight the benefits of having a Sber ID account and describe different scenarios in which users could find it convenient to use biometric authentication.

Promoting data security

I emphasized that Sber Bank does not share any personal data and encouraged users to read the DPA terms to get a better understanding of what security protocols are in place to protect it.

Streamlining the biometric data collection process

I developed clear instructions for users at the beginning of both stages of submitting biometrics. As soon as they follow the directions, the AI will capture their image and voice automatically.

Customizing Sber ID settings

I made it possible for users to decide how they’ll utilize Sber ID right after creating an account. They can choose whether they want to use biometric authentication at retail stores, ATMs, call center, or on the app.

REFLECTION

By identifying the root causes of Sber ID low conversion rate and addressing user pain points, I was able to streamline the process of submitting biometric data and foster trust in the app's identity verification system among users. This has resulted in an increased conversion rate as users feel more comfortable using biometric authentication and see how they can benefit from it. In hindsight, I reflected on what I could have done differently and learned to avoid making the same mistakes in the future.

Key takeaways:

I should have emphasized that users can revoke their permission to share their biometric data with Sber Bank at any point, delete their Sber ID account, and permanently erase their data from the database. It is mentioned in the DPA, but not all users will read the entire document.

1

2

I should have been more intentional, designing an inclusive experience for everyone and choosing images for the project that represent historically marginalized groups. When I work on the next project, I will highly prioritize creating an equitable product.

I should have started sending out screener surveys and recruiting participants for the research study at the earlier stage of the project. Even though it was not critical, it took me more time to collect responses than I anticipated.

3

Thank you!

I hope you enjoyed learning about this project as much as I enjoyed working on it 🙂