The approach you used in order to solve the problem.
Root Cause Analysis
The first thing to do is to validate the problem. I did a quantitative research to 35 users in order to deep dive into the problems which then can help me support with design initiation later on.
Analyzing how the users feel when they register a new account in the existing mobile app. By having an average of 3.9 out of 5, it turns out that most BCA customers have a good enough satisfaction experience in registering with the current business flow.
This is the average score the customers give on Overall Experience with the existing app. 4.4 is pretty solid. It means that most BCA customers are already loving the simple interface that BCA offers.
, we need to at least improve from the score of the two points defined above in order to provide BETTER design solutions and as well as the overall experience. Those improvement might affect user retention (especially with simplifying registration process) while providing more exciting experience to the existing customers.
Competitive Research
Due to the concerns that come up in the brief where the client has a tendency to provide a similiar user experience with the competitor such as GOJEK and OVO, so I did a little experience digging on the mentioned apps and more.
Customer Behavior Analysis
In order to deliver an experience that still deliver joys and efficiency to existing customers , I did a card sorting survey to the survey participants in order to better understand their behavior. These are the most used features sorted from the most often to the rarest activity they always do frequently. It will then help me to design the interface that suits the customers.