JCBMy JCB
A new credit card experience that is both "safe" and "advanced"
Context
In the context of the growing trend towards cashless payments, many users have expressed challenges in monitoring their spending compared to traditional cash transactions, often resulting in unexpected increases in their bills. Furthermore, the rise in fraudulent card activities has contributed to heightened anxiety among consumers.
JCB, a long-standing leader in the industry, is committed to addressing these concerns and fostering a cashless society that prioritizes peace of mind and convenience for all users. In line with this vision, JCB aims to completely renew its member app, which serves millions of individuals, focusing on the concept of "integration of card and app."
A key aspect of this renewal is the emphasis on "checking the details," which is essential for users. Moreover, JCB is dedicated to creating new value in the utilization of their card app. This initiative not only addresses users’ needs for better expense tracking but also enhances the overall experience of cashless transactions.
By implementing these changes, JCB aspires to empower users to manage their finances more effectively while enjoying the benefits of a cashless lifestyle without unnecessary stress.
JCB, a long-standing leader in the industry, is committed to addressing these concerns and fostering a cashless society that prioritizes peace of mind and convenience for all users. In line with this vision, JCB aims to completely renew its member app, which serves millions of individuals, focusing on the concept of "integration of card and app."
A key aspect of this renewal is the emphasis on "checking the details," which is essential for users. Moreover, JCB is dedicated to creating new value in the utilization of their card app. This initiative not only addresses users’ needs for better expense tracking but also enhances the overall experience of cashless transactions.
By implementing these changes, JCB aspires to empower users to manage their finances more effectively while enjoying the benefits of a cashless lifestyle without unnecessary stress.
Our Approach
The challenge in determining the optimal measures for the renewal of our member app stemmed from the lack of clarity regarding users' specific usage situations and their behaviors beyond our own channels.
To address this, we established a policy aimed at defining the app's role in enhancing the overall service usage experience. This approach involved deepening our understanding of members' usage situations and the issues they face.
We conducted a comprehensive questionnaire survey that reached tens of thousands of users and carried out in-depth interviews with over 50 individuals. This research provided invaluable insights into the actual usage patterns and needs surrounding credit cards and their corresponding apps across various channels.
By analyzing this data, we were able to identify the ideal cross-channel usage experience. We then aligned these insights with existing issues to establish the scope for the app's renewal.
To address this, we established a policy aimed at defining the app's role in enhancing the overall service usage experience. This approach involved deepening our understanding of members' usage situations and the issues they face.
We conducted a comprehensive questionnaire survey that reached tens of thousands of users and carried out in-depth interviews with over 50 individuals. This research provided invaluable insights into the actual usage patterns and needs surrounding credit cards and their corresponding apps across various channels.
By analyzing this data, we were able to identify the ideal cross-channel usage experience. We then aligned these insights with existing issues to establish the scope for the app's renewal.
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from client side participated the workshop
Even we understand about the design process in the classroom. However, we couldn't bring it to implement by ourselves. Finally, the project could move forward by FOURDIGIT's lead and advices with the person in charge being satisfied.
from OurClient
Process
01
User Understanding
02
Designing the ideal service experience
03
MVP definition, planning, design and development
04
Application Growth
User Understanding
In order to comprehensively understand the usage behavior of JCB card members, who vary by gender, age, and place of residence, we planned interviews with a wide range of segments.
We conducted prior analysis of quantitative information such as app usage data and qualitative information such as app store comments, The identified issues with existing apps were treated as hypotheses. We conducted in-depth interviews with more than 50 members. Through the interviews, we were able to concretely understand the qualitative usage behavior, such as under what circumstances and how users use credit cards and apps. The majority of respondents said that they mainly use credit card apps to check statements, and that accessing them a few times a month is sufficient. While some said that they open the app regularly to check for problems due to concerns about fraudulent use.
We learned that users' expectations for apps when using credit cards are that they function as a channel to check their own situation and plan their usage Then we shared this finding that this experience should be prioritized in the project.
We conducted prior analysis of quantitative information such as app usage data and qualitative information such as app store comments, The identified issues with existing apps were treated as hypotheses. We conducted in-depth interviews with more than 50 members. Through the interviews, we were able to concretely understand the qualitative usage behavior, such as under what circumstances and how users use credit cards and apps. The majority of respondents said that they mainly use credit card apps to check statements, and that accessing them a few times a month is sufficient. While some said that they open the app regularly to check for problems due to concerns about fraudulent use.
We learned that users' expectations for apps when using credit cards are that they function as a channel to check their own situation and plan their usage Then we shared this finding that this experience should be prioritized in the project.
I use the app for checking statements. I rarely look at anything else besides statements, so I've never made use of it. I check it once or twice a month, and that's enough.
from OurClient
I use it to roughly check for statements or transactions I don't remember or to see if I've spent too much.
from OurClient
Designing the ideal service experience
Using the interview results as input, we asked a variety of employees involved in card services at JCB to participate in the project. We drew out the entire process from awareness to becoming a loyal customer across all channels, extracted issues from the entire experience, and expanded and consolidated ideas to solve them. We conducted an acceptability survey based on ideal user scenarios to understand users' needs. Since the app is only one channel for users to use a credit card, improving only the app will not improve the overall service experience.
In the workshop, we identified what problems the persona would encounter during the card application and usage experience, starting from when they considered the card, and derived ideas for functions and services to solve the issues. We put the ideas into a storyboard as an experience, organized the role of the app within the experience, and conducted a survey to see if the story and the ideas within the story were accepted by users. Based on the results, we redesigned and reconsidered the experience, and incorporated useful functions for users into a natural usage experience.
In the workshop, we identified what problems the persona would encounter during the card application and usage experience, starting from when they considered the card, and derived ideas for functions and services to solve the issues. We put the ideas into a storyboard as an experience, organized the role of the app within the experience, and conducted a survey to see if the story and the ideas within the story were accepted by users. Based on the results, we redesigned and reconsidered the experience, and incorporated useful functions for users into a natural usage experience.
0
people
from the client side attended the workshop
114
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Acceptability Tested Ideas
MVP definition, planning, design and development
"When it comes to ideas (functions), we place importance not only on business and technical viewpoints but also on how much they can improve the user experience. So we select what to include in the MVP comprehensively, including the results of acceptability surveys. Even if a function exists in the existing app, if it does not contribute much to improving the experience, it can be removed. And even if a function is difficult to implement, it can be added to the MVP if it is expected to be effective in improving the user experience. Having the results of the user surveys made it possible to align the judgment criteria within the project.
During the design phase, we quickly conducted surveys on function placement, usability, and tone and manner, so as not to make decisions based on the provider's personal experience or taste, and supported the improvement of product quality and internal decision-making.
During the design phase, we quickly conducted surveys on function placement, usability, and tone and manner, so as not to make decisions based on the provider's personal experience or taste, and supported the improvement of product quality and internal decision-making.
Because they were able to gather user feedback quickly, we rely on FOURDIGIT's research when we are unsure of what to do.
from OurClient
Application Growth
We continue working to improve the card usage experience in order to meet the requests and expectations of our users. The application was released in November 2023.
We extract issues and implement improvements based on app store comments, surveys, user interviews, and analysis of app usage data. As with the renewal, we also place importance on user feedback for new functions and functions outside the MVP, and develop them while determining priorities and making selections.
We extract issues and implement improvements based on app store comments, surveys, user interviews, and analysis of app usage data. As with the renewal, we also place importance on user feedback for new functions and functions outside the MVP, and develop them while determining priorities and making selections.
Client
JCB Co., Ltd.
Credit
- Consultant
- Takehiro SUENARI
- Art Direction
- Tomoki TOI
- Design
- Masatsugu HORI, Arisa TERUI, Tadashi TAKE, Haruko ISHIBASHI, Sakura UCHIYAMA, Yu SAKUMA, Kyung a TAE, Jaehun LEE
- Project Management
- Takehiro TAGUCHI
- UX Design
- Takehiro TAGUCHI, Kaoruko KUSUNOSE, Hikaru SAITO, Taro AIZAWA
Partner
- Web teaser / logo
- SHIFTBRAIN
- Co-operation
- 株式会社レキサス、うむさんラボ、しんぐるまざーずふぉーらむ沖縄
