Trust Bank is a digitally-native bank, created by a unique partnership between Standard Chartered Bank and FairPrice Group of Singapore. The bank is designed and built to operate entirely on a mobile phone, using the latest and best technology. Fairprice has been the grocery retailer of choice for close to 50 years in Singapore. Trust is committed to delivering world-class customer experience along with cutting-edge security to its customers.
Trust Bank has a wide range of offerings to its customers namely: Credit Card, Savings account, Instant loans and Insurance. There are other value add offerings e.g. forex for Travel, etc. Trust bank is loved by its customers due to its user-friendly app and instant reward offering such as coupons and stamps which can be used while shopping for everyday needs. A market-leading loyalty program integrated with the FairPrice Group ecosystem is also offered.
Trust Bank’s mission is to delight their customers with an easy-to-use and transparent banking experience. Trust Bank has won several awards like ‘CX Asia Excellence Awards 2023 Best CX Personality - Gold’ and ‘Best Digital Bank – Retail in South-East Asia’ to name a few. The team at Trust Bank has the challenge of launching product features at incredibly fast speed and also keeping the promise of world class experience to its customers. The Trust Bank product development team makes rapid design decisions using the UXArmy user research platform and our diverse user panel in Singapore.
The product team at Trust Bank is ambitious yet lean. With less than 10 UX designers having to release new product experiences at lightning speed involves a number of design decisions. The Trust Bank app has a seamless user experience which is loved by its user base. The interface design is impeccable and their customer-obsessed product team cannot afford to let bad design pass through to their users.
Faced with this challenge, the Trust Bank team chose the UXArmy platform to ensure they can secure high quality user feedback at a speed that matches the product releases. Democratising research was not working for the Trust Bank team because other team members are usually busy with their own work assignments.
UXArmy boasts a substantial user panel, known as the UserAdvocate Community, which spans across the APAC region. This ever-growing panel is continually enriched as new participants join, drawn by the platform’s reputation for trust and reliability. With over a decade of presence in Asia, UXArmy has earned the confidence of its community members, many of whom actively recommend the platform to their friends and colleagues, further strengthening the panel s diversity and reach.
Instead of rushing into democratizing research and compromising the quality of insights, the Trust team relies on the UXArmy team to manage the quality of responses. The UXArmy Research Ops team pre-screen the right participants, review and filter the bad responses. The support system offered by the UXArmy team helps the Trust team to secure reliable user feedback in as fast as 2 to 3 days and launch new features with confidence. Usually, the usability tests are launched towards the end of the week. The designers have most of the user feedback (recordings with users’ voice and video) available when they resume work on Monday.
Besides the unmoderated usability testing for Figma prototypes, the team also has a way to test Live apps. This way competition benchmarks with other apps can be done. For our customers on Enterprise plans like Trust Bank, UXArmy platform supports up to 45 minutes of video recording per response. This way detailed user responses are received since the participants are able to fully immerse themselves in the experience they are trying out.
The UXArmy offers a Comments feature which helps the team to collaboratively review every Test before it is launched. The Analysis space feature makes data analysis easy and quick, by showing the tagged transcripts and video clips in a single view. Making Highlight Reels is super useful to distribute the outcome of research to stakeholders in the form of a 2 3 minutes video. This offers flexibility and control to the product team to quickly put together their own reports instead of canned reports generated by some user research platforms.
The Trust Bank team integrates usability testing into nearly every Sprint, ensuring that user feedback is consistently woven into the development process. With sample sizes ranging from 5 to 20 users who closely match the target audience in Singapore, these sessions provide rich insights into user behavior. Each testing session is meticulously recorded, capturing both screen activity and voice, offering an in-depth view of users’ reactions and emotions as they navigate the tasks.
Over the past 18 months, the Trust team has conducted multiple rounds of testing across more than 20 features, directly incorporating user feedback to enhance the product. By leveraging the UXArmy panel, which offers quick access to relevant participants and powerful video feedback tools, the Trust Bank team has accelerated their delivery speed by five times.
With the strong support of UXArmy, Trust Bank remains focused on innovation, continuous learning and improvement, ensuring their products meet the evolving needs of their customers.
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