ATB Financial is a financial institution and Crown corporation wholly owned by the Province of Alberta. Originally established as Alberta Treasury Branches in 1938, ATB Financial operates primarily in Alberta and provides financial services to over 770,000 Alberta residents and businesses.
ATB Financial prides itself on its ability to always put customers first, listening to their needs, and ensuring they have an enjoyable customer experience at every turn.
As part of this mission, ATB Financial’s UX designers have been working on a digital platform aimed at making banking easy for their customers. The team plans to continuously enhance this tool over the next decade to meet all of their customers’ banking needs.
To do this, ATB Financial’s UX team depends on being able to engage with customers and collect high-quality and actionable insights from the right audience.
UserTesting allows ATB’s UX team to easily test their products, quickly iterate their platform, and stay on top of their customer’s needs in a fast-paced and ever-changing landscape.
“We use UserTesting across different projects that are shaping our digital ecosystem which we will use to scale business and everyday banking services,” says Jesús Ramirez, ATB’s Senior UX Manager.
UserTesting allows ATB Financial’s UX Team to quickly understand key customer pain points and identify solutions—UX designers are able to connect with the right audience in real-time, all in a matter of hours.
Jesús points out that this has informed many of the bank’s product launches,
“UserTesting has helped us shape different products, campaigns, and ideas quickly, putting our customers front and center. We run studies roughly every week which are informing how we shape our platform and scale our business.”
Jesús also notes that UserTesting’s value extends beyond the UX team. UserTesting allows his team to share actionable insights with others across the banking organization, empowering them to better serve their customers.
“Some of the insights we’ve uncovered with our research are about how we can help customers conveniently manage their money online so they can concentrate on running their business and living their life.”
Remaining customer-centric is not an easy task, but UserTesting has enabled ATB Financial to stay ahead of what customers want and need.
For example, ATB Financial used the platform to learn what Canadians thought of their new website only minutes after launching it.
The bank has also been using UserTesting to enhance the customer experience on its new personal banking platform. Thanks to UserTesting, Jesús’ team has seen a 200% increase in their testing frequency compared to in-person testing. The team conducts tests nearly every week for their mobile and web development teams.
Jesús points out that the ability to test more often has empowered ATB’s team to make informed decisions when it comes to product enhancements:
“UserTesting has streamlined our testing process. We can now gather insights in a matter of days and, as a result, more efficiently support decision-making for our product team within an agile environment.”
UserTesting has helped us shape different products, campaigns, and ideas quickly, putting our customers front and center. We run studies roughly every week which are informing how we shape our platform and scale our business.