The cards you carry are more than just convenient ways to make purchases or credit. They represent the power of your bank to help you manage your finances better; they are some of the tools that help you manage those IF in Life moments. So, how does Regions make them even easier to use and manage?
In September, Regions rolled out a new Manage Cards feature through the mobile app that consolidates many controls and convenience features around each type of card – debit, credit, ATM and Now – in one spot, organized around the individual cards that each user has.
It’s a great enhancement. But what makes this change significant isn’t simply the enhancement; it’s the “why” Regions chose this particular thing to improve.
It starts with the customer. We gathered customers, as well as some of the best minds at Regions, about cards and the customer experience, for working sessions and insights. The goal was to better understand how Regions could make navigation and management of those cards simpler, more convenient. And we wanted to begin to build customer journeys – visual understanding models that help the company understand not just what a customer uses but how and when – to better understand card requests, servicing and needs, and to learn to effectively roll out new features in the future.
“Improving the customer experience takes a focus on the big picture,” said Andy Hernandez, Regions Chief Digital Officer. “But that big picture relies on thousands of details, thousands of interactions that – collectively – make up how our customers experience Regions. When we improve one area, like we have with the ability to manage cards, it has a cumulative positive effect.”
The new feature, also called “Cards” from the app menu, allowed Regions to simplify some of the navigation in the app, while also making the location for card management more intuitive.
The new presentation shows options available to the customer based on card type.
“Like in this case, improving the customer experience is about removing friction,” said Wes Christie, team manager for Digital Product Management – Customer Servicing, Maintenance, Alerts and Authentication. “In the past, customers would find an option in the menu, try it for a card type, and then find out that option wasn’t available for the card they had. Now, they only see options that apply to that type of card.”
The final design went through several iterations. With the help of customers, the internal working stakeholder group, and more (including usability and accessibility testing), Regions arrived at the new Cards view.
It takes a tremendous amount of coordination and teamwork to get something like this accomplished. But we do it for our customers. We do it because making banking easier is that important.
Andy Hernandez, Regions Chief Digital Officer
Other Regions mobile app enhancements
In addition, Regions made some other simple, but significant enhancements to the account detail screen in the mobile app.
“We know customers come to the app most often to check balances or to look for a transaction,” Christie added. “After that, it can vary, but what we’ve done is added ‘Quick Links’ to each account detail screen that can take users to the some of the most frequently used functions.”
These Account Shortcuts – for common things like info, transfers, payments, etc. – help customers get to the information they need faster, while also helping them avoid having to dig through the app for the help they need.
“It takes a tremendous amount of coordination and teamwork to get something like this accomplished.” Hernandez added. “But we do it for our customers. We do it because making banking easier is that important.”
Visit the Apple or Android app stores to download and try the Regions Mobile App.