Unicaja Banco & We Are Testers

• Marca: Liberbank Digital
• Fecha: 4 projects during 2019
• Sector: Banking
• Techniques: Online quantitative study / Online qualitative study / Web Usability Study
• Methodology: Quantitative & Qualitative
• Scope: National

«Working with We Are Testers is a pleasure: flexibility, maximum adaptation to company needs, and rapid access to insights from digital customers are a necessary ‘must’ to remain competitive in today’s changing market.»

Olga Pastushenko | Head of Design Thinking & UX Research – Digital Transformation Area of Liberbank

The Customer

Liberbank is the eighth listed Spanish bank and one of the 128 largest European banking groups. Established in 2011 by the Cajastur Group (which includes Banco de Castilla-La Mancha), Caja de Extremadura, and Caja Cantabria, it is a retail bank specializing in the family, SME, and self-employed segments, in which it is a leader, and a reference financial institution in the markets of Asturias, Cantabria, Castilla La Mancha, and Extremadura.

In 2018, Liberbank created the Digital Transformation Area and began developing innovative digital native products.

The Challenge

In its ongoing user-centered innovation process, Liberbank creates new banking products targeting different digital customer segments. To achieve this, and in collaboration with one of the leading companies in the video game industry, they created a debit card aimed at gamers, offering benefits and advantages associated with its use for this group of people and their interests in the gaming world.

Prior to the public launch of the card and within a confidential environment with study participants, Liberbank Digital presented several challenges to us:

• Test the 100% online registration process before its launch.
• Validate the proper technological and system functioning.
• Understand the complete user experience in various critical environments or processes, such as the registration landing page, digital forms, or the contracting process.
• Assess interactions with the call center in case of errors, doubts, or questions.
• Evaluate the comprehensive card delivery process to the home of each applicant.

The Solution

Considering the objectives set by Liberbank Digital, We are testers proposed different techniques and methodologies to address the project’s objectives, in close collaboration with the Design Thinking, Customer Research, UX Design, Digital Development, and Operations departments of Liberbank.

The techniques and methodologies used included:

• Functional testing of the onboarding process before the card’s launch.
• User experience testing to assess the card contracting process.
• Quantitative testing to identify card designs that generate better conversion.
• Price testing to measure price elasticity for this service.

User recruitment. But before starting the study, the first step was to recruit and manage individuals who met the required profile from the We are testers community. Thanks to the more than 300 segmentation and characterization criteria of our community of testers, consisting of over 100,000 users, we were able to identify project participants in less than 24 hours.

The Result

With the overall goal of reaching digital customers in mind, Liberbank achieved the following with this project:

• Functional testing: Through this initial 100% online registration test, Liberbank Digital was able to detect small functional errors, minimizing the abandonment rate in the contracting process due to malfunctions.
• User experience testing: With this usability test, Liberbank Digital was able to analyze the entire customer journey of real users during the contracting process and identify improvements in the capture landing page, understanding of CTAs, preferred colors and designs… Likewise, it was able to evaluate the contracting process up to its final phase, when the card reaches recipients at their homes, the final stage of the process.
• Selection of the most valued card design by users, both on the front and back.
• Identification of the optimal price range that users would be willing to pay for this service.

Liberbank had access to reports throughout the process and access to WAT Monitor, our results visualization, analysis, and download tool, throughout all phases of the study.

The Future

Following the success of the projects carried out in 2019, We are testers and Liberbank signed an agreement to collaborate with the financial institution to address their strategic challenges throughout 2020.

We want your next success story to be yours! We offer you our technology and market research expertise to help you achieve your goals. Write to us at info@wearetesters.com with your questions or information needs, and we will analyze your case to provide the best solution.