Why are there so many reviews of BCA Mobile? A UX Case Study

An attempt to make BCA mobile — the most reviewed Indonesian m-Banking app on Google Play — better

BCA mobile? What about it?

It’s an Indonesian mobile banking app that had a huge number of reviews compared to its competitors on Google Play (813,002 reviews per 02 October 2020).

The competitors (BRI Mobile, mandiri online, BNI Mobile Banking, Jenius, BRI Mobile, and OCBC) only had 933,074 reviews in total.

So, what made the users took their precious time to do numerous reviews on this app? Did they really love it, or the opposite?

P.S: I am not affiliated with PT Bank Central Asia Tbk. This project was solely made for learning purposes.

Part 1: Research

To understand the current problem within the app, research was conducted in 4 stages:

A. Google Play and App Store research

An investigation on Google Play shows that most people were frustrated by its outdated looks and features. Not surprisingly, it‘s had the same outline on App Store.

Significant reviews on Google Play (left) and App Store (right) which evidently addressed similar issues

Both Google Play and App Store users reviewed similar frustrations:

  • UI could be a lot better.
  • No fingerprint or facial recognition.
  • Very short transaction history.
  • No English language option.
  • The red-blue-green indicator was somewhat annoying.

B. Online survey

To get a further understanding, I conducted an online survey to the users. The objective of this survey is to:
1) identify their motives for using the app
2) find out what is the most frequently and the least used features in the current state
3) define the user personas
4) find out if they’re familiar with apps from BCA mobile’s competitor

Online survey overview (Illustration credit to Open Peeps by Pablo Stanley)

The underlying motives of using BCA mobile were mostly for:

  1. Paying bills: pulsa, internet, electricity, etc (85,3%)
  2. Online shopping (82,4%)
  3. Checking account balance (82,4%)

Meanwhile, the most used features were:

  1. m-Transfer (100%)
  2. m-Info (79,4%)
  3. m-Payment (35,3%)

C. Competitive analysis

Things were getting interesting. I was helped by my UI/UX Binar team (Dicky, Ghifar, Hafizh, Kevin, Terrance) to conduct the competitive analysis. Here’s what we jotted down:

Competitive analysis overview

It can be concluded that, amongst its competitor, the app is left behind in terms of features such as:

  • Account mutation, which helps the users check their transaction history.
  • Outdated access code. The Google Play finding is validated since other competitors had been implementing fingerprint and facial recognition.
  • The app does not allow users to share their proof of payment after a transaction. The only way to do it is to take a screenshot.

D. User interview

Each of us also conducted an interview with BCA mobile users with different backgrounds (men and women aged 21, 23, 35, 50, and 52). Here’s their notable insight:

  • What is the convenience of using BCA mobile? 100% of them said that it was helpful and convenient.
  • But they thought the current app needs improvements: a) 60% said the visual could be improved. b) Users suggested us to separate their account balance from m-Info. c) Easier option to top up e-wallets since the current version required them to input a specific BCA Virtual Account number.

Part 2: Define

After compiling research findings, problem identifications were done

A. Pain points

  • UI could be a lot better. It looks and feels like it was made in 2000. Some users said they like the minimal approach, but it could be more attractive than this.
  • Outdated access code. No fingerprint or facial recognition. It’s annoying since the app requires access code in a lot of its task. Users become tired of typing the same thing over and over.
  • Very short transaction history. Users are only able to check their transaction history within the past 30 days.
  • No English language option. It’s tough for people who prefer English.
  • The red-blue-green indicator was somewhat annoying.
  • There’s no button to share proof of payment. The only way to do it is to take a screenshot of the overlay.
  • Difficult to delete mail in the inbox since there’s no option to select them all.

B. User persona

  • Fia [21, an online shopper, and a Carousell seller] needs to [check her account balance without clicking too much] in order to [confirm the transaction made to her account].
  • Agi [25, soon to be married in 3 months] needs to [do a weekly transfer to his little brother] in order to [support his brother’s living expenses].

C. User needs

Basically, all the insight from the previous statement. But to achieve realistic deliverables, the redesign only focuses on certain points.

D. Main focus

The redesign aimed to enhance the users need of:

  • Sharing the proof of payment.
  • Accessing the account balance.
  • Doing top-up(s).
  • Transfering to friends or family.

Part 3: Design

Homepage: current vs redesigned

“Homepage” notable changes:

  • Direct access to m-BCA.
  • The addition of “Account Balance”.
  • Customizable “Quick Access”.
  • Simpler top-up.
  • Easier access to “BCA Virtual Account”.
  • Promo, for business purposes.

“Proof of payment” notable changes:

  • Shareable proof of payment.
  • The addition of the “Lihat Semua Transfer Keluar” button to see all the outgoing transactions.

“Transaction” notable changes:

  • Overlay no more.
  • Easier accessibility of “Transaksi Terakhir, “QRku”, “m-Transfer”, and “Transaksi ke orang favorit” since they were the most used feature and common motives of using the app.

“Access code” notable changes:

  • “Language selection” on the top right.
  • “Face ID” and “Fingerprint” feature.

“Account” notable changes:

  • Removed the word pilih on the top left, since it didn’t exactly do anything. Moreover, it’s not clickable.

Part 4: Validate

The fun part. Validating the design with usability testing. According to Nielsen, 5 users are enough to gather user insights. However, due to the limited resource and time, I only able to conduct 3 usability testing via Zoom with simple tasks.

3 users are enough to get an idea of the diversity in user behavior and insight into what’s unique and what can be generalized.

All of them said that the quick m-Transfer and top-up button was helpful. They said it was a neat redesign, but… some font sizes were too small, the promo card could be more symmetrical, and some touchpoints could be bigger.

After gathering the insight, an iteration was screaming to be done:

The first iteration

Part 5: Conclusion

This is not the perfect redesign of the BCA mobile. Yes, there’s still room for improvement. However, I learned so much during the design sprint — especially the research and design process. And that’s the most important takeaways for me. I also hope that this case study could help you: understand what could be done and what shouldn't be done when you doing your own case studies.

For redesigning in less than two weeks, it was such a challenging (and fun😘) learning journey. I’d like to say thank you sincerely to Kak Fansyuri Jenar who’s been the best mentor we could have. Moreover, shout-out to all of UI/UX Binar Bootcamp wave 1! Can’t imagine doing PSBB without you guys, to be honest. You’re the best.

UI/UX Enthusiast and Jr. Copywriter in a Creative Agency.