Kasif's Portfolio

bKash Website Redesign

Project Timeline: November 2021 to November 2022

Introduction

Currently operating in Bangladesh, bKash is the largest MFS (Mobile Financial Service) provider in the world. During my tenure as a designer at bKash, I was tasked with creating a new company website that would serve both user and business needs.

A redesign of the bKash website was urgent by the end of 2021 because:

The original site lacked mobile responsiveness.
This became a critical issue given the prevalent use of smartphones for internet access in Bangladesh.
Information on the company's services was not easily accessible to users.
The content on the website was difficult to update and manage.
The design language did not match the updated vision and identity of the company

Previous version of bKash Website

User research session in Chittagong

Research Phase 🔍

We conducted one-on-one interview sessions with existing and potential customers to identify the challenges they faced while using the previous website.
We interviewed a total of 20 users of different demographies, both users and non users, from two different cities.
We also studied the website analytics to gather quantitative data on user behavior on the website. We used Google Analytics data from the previous website to gather a deeper insight.

Key Takeaways and Issues Identified from Research 📝

The main issues identified based on our research were:

➡️ 95% of the website traffic was coming from smartphones but our website wasn't responsives for mobile devices

➡️ users found it difficult to navigate to and find details and charges of bKash's core services

➡️ users primarily came to the website seeking help or support but there was no optimized page for this

➡️ users looking for business solutions were not being served

➡️ lack of accessibilty features for visually or motor impaired people

Goal 1: Make the Website Mobile Friendly 📱

To improve mobile usability, we designed the website with a mobile-first approach. The website was designed to be responsive and optimized for mobile devices of various screen sizes.

Goal 2: Improve the Navigation and Information Architecture 🗺️

Following our research findings, it became clear that users prioritize easy access to information regarding:

Details about Core Services
Help/Support
Business Solutions

In response, we implemented a new sitemap for the website. This revamped information architecture enabled users to effortlessly locate details on the aforementioned core areas along with enabling the company to promote and highlight certain services.

Goal 3: Improve the Help and Support Feature on the Website 🎧

In order to enhance the effectiveness of our help and support system, we developed a dedicated Support section within the website.

This Support section offers:

A comprehensive set of solutions to of Common User Issues
Contact Information, including options for Live Chat and Online Appointment scheduling.
Details regarding Fees, Limits, and Interest.
A Locator feature to easily find Agent Points, ATM Cashout Points, Merchants, and more.

Goal 4: Highlight bKash's Business Solutions 💼

bKash offers a range of digital financial solutions to small and large business.

We created a dedicated section to highlight these services in the homepage, along with separate pages and sign up options for each feature.

Goal 5: Introduce Accessibilty Features 🫶

Around 50 lakh people in Bangladesh suffer from disabilites.

To assist this large neglected userbase get an access to financial services and related information, we started a project of introducing WCAG guidelines in the website.

proper alt text and descriptions were added to all images and videos in the website
alternative navigation options were enabled to help people with motor disabilites make their way through the website

Conclusion

The new website design successfully addressed the key issues identified in the research phase. The website provided a better mobile usability experience, a clear introduction of the core services, and a more robust help and support system for customers.

Based on post launch user feedback sessions, customers found the website to be user friendly and readily providing them with their desired information.

To view the live website click here

Google Sites

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