Atom Bank - 11:FS Pulse

Creating a customer-centric app
Grab mobile app card screen
Atom Bank has ambitions to become the most customer centric bank of the planet - this is one of their core business goals. 11:FS Pulse has been an essential tool in helping them realise this.
The challenge

Prior to using 11:FS Pulse:

  • It was almost impossible to see what best in class looked like across global markets.

  • Atom Bank had to spend a lot of effort trying to gain an insight into how to address specific customer problems.

  • Where they could find good examples, they would have to screen record and print screens off, which was extremely time consuming.
"

11:FS Pulse has been an essential part of the work we have done to relaunch the Atom Bank app. Pulse played a key role informing the UX & visual design team in terms of their understanding of what best in class looks like, on a global basis.

Michael Sherwood
Head of Digital Experience, Atom Bank
"

11:FS Pulse has been an essential part of the work we have done to relaunch the Atom Bank app. Pulse played a key role informing the UX & visual design team in terms of their understanding of what best in class looks like, on a global basis.

Michael Sherwood
Head of Digital Experience, Atom Bank
Using 11:FS Pulse
  • 11:FS Pulse was used throughout the design process of the new Atom Bank app.

  • Atom Bank used 11:FS Pulse to access unique insights, allowing them to benchmark themselves against best in class across a global market.

  • Using 11:FS Pulse alongside a user testing platform allowed them to deliver better solutions, quicker.
"

11:FS Pulse has been an essential part of the work we have done to relaunch the Atom Bank app. Pulse played a key role informing the UX & visual design team in terms of their understanding of what best in class looks like, on a global basis.

Michael Sherwood
Head of Digital Experience, Atom Bank
"

11:FS Pulse has been an essential part of the work we have done to relaunch the Atom Bank app. Pulse played a key role informing the UX & visual design team in terms of their understanding of what best in class looks like, on a global basis.

Michael Sherwood
Head of Digital Experience, Atom Bank
"
11:FS Pulse has been an essential part of the work we have done to relaunch the Atom Bank app. Pulse played a key role informing the UX & visual design team in terms of their understanding of what best in class looks like, on a global basis.
Michael Sherwood
"

11:FS Pulse has been an essential part of the work we have done to relaunch the Atom Bank app. Pulse played a key role informing the UX & visual design team in terms of their understanding of what best in class looks like, on a global basis.

Michael Sherwood
Head of Digital Experience, Atom Bank
"

The team took the insights from Pulse, and used them to develop an app our customers love. Our overall app store ratings across iOS and Google Play combined have soared since launching app 2.0 in December 2019, increasing from an average star rating of 3.7 to 4.8.

Michael Sherwood
Head of Digital Experience, Atom Bank
What we did
What we did
RBS Mettle mobile banking app and card
WeLab logo
US Retail Bank mobile app onboarding screen, dashboard, bills
CaixaBank logo
Meaningful results
  • For version 2.0 of their app, 11:FS Pulse enabled Atom Bank to repurpose best-in-class customer experiences, test them with customers and ultimately inform the complete redesign of a best in class app.

  • Average ratings on the new Atom Bank app is 4.8 on iOS and 4.9 on Android (up from 3.7 for the old app).

  • Atom’s other customer measures have also improved in conjunction with the launch of the new app.
Mox payment card
GrabPay card
Meaningful results
  • For version 2.0 of their app, 11:FS Pulse enabled Atom Bank to repurpose best-in-class customer experiences, test them with customers and ultimately inform the complete redesign of a best in class app.

  • Average ratings on the new Atom Bank app is 4.8 on iOS and 4.9 on Android (up from 3.7 for the old app).

  • Atom’s other customer measures have also improved in conjunction with the launch of the new app.
Citizens Access logo
Citizens Access logo
Mettle banking app transaction screen examples
Strategy phase: a customer-centric proposition

Following the Design phase, 11:FS worked with Citizens Access to define their strategy for the new proposition. This involved working through some rapid concept and user testing sessions to ensure the service design helped the customer overcome the problem identified in the JTBD analysis.

11:FS moderated workshops with the Citizens Access team to define the purpose of the new proposition, its core values and the tone of voice the brand should adopt. The outputs of these workshops were combined with the cultural insights to enrich the Stories to be Told and thus their product marketing and brand strategy.

We tested different ways the brand could pitch the new proposition and arrived at a compelling direction for the Citizens Access team.

Finally, leveraging 11:FS’ vast experience of getting digital banking products to market quickly, the team defined a Minimum Loveable Product (MLP) prototype, roadmap and set of execution principles. This left the Citizens Access team with a clear direction on how to design a new breakthrough proposition and get that into the hands of their customers quickly.

GrabPay mobile app card screen
GrabPay: Southeast Asia’s leading digital wallet

Taking the 11:FS findings and ideas to the core of the offering, Grab set about building the app. In December 2019, it announced the launch of its Grab Pay Mastercard that sits at the core of its super app.

The GrabPay Mastercard is a significant step in Grab Financial’s strategic vision. It is the region’s first numberless card with access to an expanded rewards network and seamless Grab payments integration. It allows users, regardless of whether they have a bank account, to transact securely and easily online or offline, at nearly 53m merchants worldwide that accept Mastercard cards.

As an extension of the GrabPay wallet, it is highly secure with card details stored securely within the Grab app. It also has an in-app lock card function that is PIN-protected, allowing users to instantly suspend payments for lost cards.

Where super app’s go from here is only going to get more interesting. With Singapore and Malaysia both announcing their own Virtual Banking licences, the big tech companies from Asia are well placed to help the most underserved and over charged in ways that traditional banks can’t.

We’re proud to have played a major part in those developments through our collaboration with GrabPay on the launch it’s Mastercard.

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