How can we help you?
When FNB enlisted the services of REX to help them design new graphics for its ATM interface, they got more than they bargained for. REX’s creative team approached the project in the way we approach all our work and started off by endeavouring to understand the bigger picture. What we discovered was an opportunity to deliver an unrivalled ATM interface to the market, but in order to do this we needed to do more than simply design new graphics.
An investigation into the back-end operating systems behind the ATM interface led to the complete redesign of screen flows, screen design, the development of a unique terminology and design of iconography that enabled a seamless integration between the business, the physical user-experience and iconic branding. The result delivers an effective, user-friendly interface to FNB customers across a broad range of language and literacy levels.
REX’s point of departure was that successful user engagement can only be achieved when sensible usability, intelligent and advanced technology, essential communication, engaging branding, an attractive aesthetic and a real value offering combine. From this starting point, we realised that the key deliverables of the project extended far beyond the deployment of new graphics, to include helping FNB offer real value through the ATM medium; optimising the technical flow and properties of the interface; optimising the communication value; and developing a language for FNB ATMs that would enable a unique experience and actively build the brand. In achieving these objectives we not only redesigned the FNB ATM interface almost entirely but also enlarged its footprint inside the FNB portfolio and outside in the marketplace.
Heuristics, research and usability studies gave us a window into how both literate and illiterate people use the FNB ATM platform, and while our aim was to improve the interface, we had to bear in mind how such changes might impact current users who were used to the system in its current format. Icons, text, themes and branding all became a part of the final delivery as REX worked on building a visual language for the ATM platform that would incorporate a universal understanding of specific shapes, forms and colours.
From there, the challenge was to translate the language onto the screen in such a way that kept usability top of mind. Working closely with the FNB ATM division, REX helped to redesign the screen flows and screen architecture, mapping the new visual language onto the user interface.
The end result was a revolutionised customer interface that not only delivers a smoother transaction flow, but additional services that allow FNB customers to pay traffic fines, purchase pre-paid electricity and airtime or pay retail accounts, all of which is underpinned by FNB’s brand mantra “How can we help you?”
