cross-border banking app for BEA china
香港东亚银行跨境业务APP
From 0 to 1, serving non-resident users in China
从0到1，服务在华非居民用户（港澳台及外国人）
user research
用户研究
UX/UI Design
UX/UI 设计
user journey
用户旅程
product strategy
产品策略
quick navigation 快捷导航
background
项目背景
Bank of East Asia (BEA) is the largest Hong Kong-funded bank. To establish the brand image of the “Best Cross-border Wealth Management” bank and to increase cross-border business, it created a new cross-border version of the mobile banking APP for non-resident users in China.
东亚银行（BEA）是香港最大的本土银行。为了树立“最佳跨境财富管理”银行的品牌形象，并增加跨境业务，BEA要为中国的非居民用户创建新的跨境版手机银行App。
Goal 项目目标
- Set the positioning strategy and value proposition of the App
- Explore the characteristics and needs of the target group
- Define key usage scenarios and core service processes
- Define a new digital product form with unique user experience
- Define the visual style language to form the brand recognition of BEA
- 确定App的定位策略和价值主张
- 探索目标群体的特征和需求
- 定义关键使用场景和核心服务流程
- 定义具有独特用户体验的新数字产品形式
- 定义视觉风格语言，以形成东亚银行的品牌识别
my Role 我的角色
UX designer &
product owner (client management & communication; Project progress coordination)
用户体验设计师（UX）
产品经理（客户管理与沟通；项目进度协调）
target group
目标用户
Non-resident users, living or are about to live to China
居住或即将居住于中国的非居民用户
challenge & highlight
挑战与亮点
challenge
- Convince existing users to use the app for cross boarder business
- Attract new users to use BEA as Chinese bank account
- 提高存量用户使用App办理跨境业务的频率
- 吸引新用户使用东亚银行作为他们在中国大陆的银行账户
highlight
- Gave the App an international style from the perspective of UX&UI, more light and concise
- Put BEA App on eye-level with international banking competitors’ App
- 从UX/UI的角度赋予该App国际化风格，更轻盈简洁
- 使东亚银行App在跨境银行竞品中具有竞争力
Research
前期调研
1
status analysis
现状分析
2
Questionnaire
调查问卷（定量）
3
user interview
用户深度访谈
4
Industry research
行业研究
1 status analysis 现状分析
key person interview 关键人访谈
7👤 x 1hour
purpose:
- strategic discussion with BEA senior leadership 与东亚银行高层进行战略讨论
- discussion with business departments on the processes. 了解业务部门的流程详情
- input of front-line staff’s insights into the pain points. 收集一线员工对用户痛点的见解
The existing customers are middle-aged and elderly, we want to attract young and cross-border group
现有客户以中老年人为主, 我们想吸引年轻人和跨境群体
We want the BEA App can convey a high-quality UX of “Trust and Fun”
我们希望我们的App能传达出一种“信任和有趣”的高质量用户体验
2 Questionnaire 问卷调查
purpose:
pain points of targets, their expectations about general life and daily app usage in mainland China
了解目标群体的痛点、他们对在中国大陆生活和日常应用使用的期望
The cross-border banking process is inconvenient
跨境银行业务流程不便
lack of guidance in life issues such as medical care, housing, Internet, etc.
生活问题如医疗、住房、网络等缺乏指引
ID card restrictions; language barriers
身份证件限制；语言障碍
Expectation on App: easy to use, convenient for users to quickly complete operations, clear guidance and prompts, English version
对App的期待：易用，方便用户快速完成操作，提供清晰的指导和提示，支持英文版本
3 user interview 用户深度访谈
purpose:
Question-specific in-depth 1v1 interviews with targets based on the conclusions of the questionare
基于问卷调查的结论，针对特定问题对目标群体进行一对一深入访谈
Pain points
ID needs frequent updates but is easily forgotten
个人身份信息需要频繁更新且易忘记错过
APPs generally overloaded and unstructured
App通常内容太多太乱
Mobile banking inconvenient
手机银行操作不便利
Cross-border transfers too bureaucratic
跨境转账过于繁琐
requirement on app
Ease of use
易于使用
Provide daily life services
提供日常生活服务
App efficient and streamlined
App应注重高效简洁
1-page-1-task structure
一页就专注做一个小任务
4 Industry research 行业研究
purpose & method:
Based on previous user research, select some user-recommended representative industry products for UX/UI study.
通过之前对用户的调研，选取一些用户推荐的代表性行业产品进行体验及视觉的研究
summary 调研小结
pain points:
Poor financial services experience
金融业务办理体验差
Poor UX of chinese Apps
中国境内App类产品使用体验差
Unable to enjoy local life due to ID restrictions
因身份限制无法畅享本地生活
product strategy
产品策略
positioning 产品定位
Life service financial advisor for non-resident users in China
在华非居民用户的生活服务型金融顾问
service strategy 服务策略
Step 1: acquire MAU in public domain user by High-frequency life scenarios；
Step 2: transfer users into low to medium frequency financial scenarios (Refined Private Domain Customer Management AUM)
步骤1：通过一些高频的生活场景在公共领域获客（MAU);
步骤2：将月活用户转化至中低频金融场景（精细化私域客户管理）
product strategy 产品策略
01
an easy and professional process 轻松专业的办理流程
- Official and clear business handling guidelines 官方且清晰的业务办理指南
- Simplified and focused process for specific steps 简化并聚焦具体步骤的处理流程
- Timely progress feedback 及时的进度反馈
- Effective bilingual online customer service 高效双语在线客服
- E-ID function on the App App端电子证件功能
02
App UX optimization for non-residents 针对非居民的App体验优化
- Build an efficient and clear information architecture 构建高效且清晰的信息架构
- Highlight the financial functions frequently used by users 突显用户高频使用的金融功能
- Create a Chinese-English bilingual interface 打造中英双语界面
- Visual simplicity and internationalization 视觉简约化、国际化
03
a convenient local life experience 便捷的本地生活体验
- Local Living Tips 当地生活办事锦囊
- Authentic Hometown Flavor Hot Restaurant List 正宗家乡味热门餐厅榜单
- Light Social – City Day Tours 轻社交 – 城市一日游
- -Partner Hospitals 友好的合作医院
- -Cultural and Entertainment Ticketing 文化娱乐门票购买
user journey 用户旅程图
Wide journey scope for stages and behaviors of non-residents who are about to live in China i.e. planning to come to China, before departure, just arriving, living for a period of time, and returning home to visit family.
At each stage, analyze and describe in detail the possible behaviors, touchpoints, goals/expectations, thoughts/feelings, corresponding emotional curves, possible pain points related to financial life, and experience opportunities
针对即将来华居住的非居民阶段和行为，即计划来华、出发前、刚到华、居住一段时间、回国探亲等阶段和行为，进行广泛的旅程范围分析和描述。
在每个阶段，详细分析和描述可能的行为、接触点、目标/期望、想法/感受、对应的情绪曲线、可能涉及金融生活的痛点、体验机会。
wireframe
交互线框图说明
- “Home” and “Profile” pages + seven core interaction flows
「首页」和「我的」页面 + 七个核心交互流程 - business process disassembled into a “one-page focused one-step task”
业务流程拆解为“一页聚焦一步任务”，且信息简化清晰 - progress feedback under the relevant financial business modules
在相关金融业务模块下提供进度反馈 - modules for “Business Processing Guide” and “Non-Resident Living Guide” on homepage
在首页设置「业务办理指南」和「非居民生活指南」模块
interface design
界面设计
– Refined the brand language of BEA Red, and highlight the AI customer service;
The small details are decorated with arcs extracted from the BEA logo, as a smile curve, it not only reflects the brand of BEA, but also adds some fun;
Visual theme: Trust&Fun. focused on technology, minimalism, safety and professionalism.
精炼了东亚银行红的品牌语言, 突出显示智能客服服务；在小细节处用从东亚logo里提取的弧线作修饰，作为东亚的微笑曲线既体现了东亚的品牌，也增加了一些趣味性；
视觉主题：信任与乐趣，注重技术、极简、安全与专业。
design guidebook
设计规范
Chang Sun. 