Making it real: from design to (rapid) delivery
It was critical for BankCo that we deliver value to customers as early as possible. To achieve this, we changed the organisation’s design-to-delivery workflow so that teams were working cross-functionally from idea through to launch. This represented a big shift from the traditional approach of “throwing designs over the fence” and eliminated the knowledge gaps and delays that occur with handovers. Our platform engineers worked alongside BankCo engineers to redesign its code deployment pipeline, which further reduced development time. With the right production model in place, we could now release and test features incrementally rather than betting the house on one
Orchestrating a true omnichannel experience
When we set out on this journey with BankCo, our objective was to facilitate a completely channel- agnostic mortgage buying experience. But our research showed that few people want to complete a mortgage process completely online. Customers appreciate and need the conversations and expertise they receive from BankCo’s mortgage advisors.
Often, the first step of the journey occurs in the branch. Research showed that those local customer relationships are a key asset for BankCo With that in mind, our focus with digital touchpoints was to enable the journey without supplanting the human touch that customers value.
At the same time, we needed to design for a changing demographic of mortgage buyers: younger people who are more comfortable with a purely online process.
My Mortgage app
The answer was the My Mortgage app - a digital platform to support the application process as a lynchpin of the experience. Regardless of the point of entry, the My Mortgage App serves as the tool to facilitate the home buying journey and make cumbersome tasks that bit easier. The mobile-responsive application includes digital capture and send of documentation, negating the need to send documents by post. A chat facility allows for easy and fast communication between the customer and his or her dedicated mortgage advisor. The app’s timeline shows which stage customers are at in the process and any upcoming tasks they need to complete. All of those
tasks can be completed directly from the app. Simple, focused and effective.
A new way of working
To ensure that customers get a consistent experience from staff on every channel, BankCo developed an entirely new operating model for the mortgage process - changing roles, responsibilities and incentives accordingly. This operating model is being rolled out by a dedicated Business Change team to ensure its success and sustainability over the longer term.
Improving the colleague experience too
It was important to BankCo to ensure that new services provide value to staff as well as customers. This meant investing in the mortgage advisor community so that staff received the tools and support they needed to deliver a great experience.