Etisalat by e& and Mashreq Bank, partnered together to release a new service in line with Central Bank of Egypt (CBE) strategy’s for financial inclusion and digital transformation.
Customers will be able to apply for a digital bank account through simple steps on My Etisalat app.
The Financial Inclusion Strategy of Central Bank of Egypt includes facilitating in terms of access, usage and quality of financial services, this plan also started allowing banks to offer digital services in Egypt.
Mashreq and Etisalat by e& partnered together to allow customers to apply to open a bank account with Mashreq Bank through the “My Etisalat app”, and then visit an Etisalat by e& branch with the bank’s approval to sign the contract.
During the whole duration of the project Mashreq and e& teams co-worked with important stakeholders of CBE to bring innovation to the digital baking ecosystem in Egypt.
As it was a complex application with many background processes, I created a Service Blueprint map to help me keep track of all the relationships between different service components — people, props (physical or digital evidence), and processes — that are directly tied to touchpoints in the customer journey.
Onboarding
Fullfillment
Post Login
When submitting documents, the bank has an automated system to verify the authenticity of documents and if a customer meets the standards, when a customer information is approved it is called Straight-through processing (STP), sometimes, due to various reasons, such as missing information, a customer is not automatically approved (non-STP) and manual intervention is required for approval, these two types of customers have different journeys in the bank application.
I used had both flows mapped the flows inside figma with different indications and notes of the processes:
We adapted the user experience for the Egyptian market, fitting your content according to the cultural tastes and adapting visual elements such as illustrations to what’s expected locally.
Localization was also done during translation, as we carefully designed arabic screens following the requirements of the language rather than performing a word-for-word translation.
