Empathy Map - K PLUS

Project Description

Financial Platform: Mobile Banking Application

Product Name: K PLUS

Device Type: Smart phones

User Profile

Age: 25-45 years old

Profession: Working professionals, including mid-level managers, business owners, and expatriates.

Tech Proficiency: Moderate to high; familiar with mobile banking and tech-savvy enough to troubleshoot basic issues.

Location: Primarily based in Thailand, with a notable number of users accessing the app from abroad.

Key Characteristics:

Values Convenience: Prefers managing finances on-the-go.

Security-Conscious: Concerned about the safety of financial transactions and personal data.

Seeks Reliability: Experiences frustration with frequent app crashes and connectivity issues.

Desires Effective Support: Expects timely and helpful customer service for resolving issues.

Research Plan & Findings

Secondhand research: User reviews on Apple App Store & Google Play

Apple App Store - 46 reviews, 2.3 stars (https://apps.apple.com/gb/app/k-plus/id361170631?see-all=reviews)

Google Play - 549,000 reviews, 4.2 stars (https://play.google.com/store/apps/details?id=com.kasikorn.retail.mbanking.wap&hl=en&pli=1)

Common complaints:

1. Accessibility Issues: Difficulty accessing the app, especially from abroad.

2. Technical Problems: Frequent app crashes, freezes during transactions, and issues with updating or using the app on new devices.

3. Connectivity Problems: Errors related to WiFi and cellular data connections, particularly during initial setup or specific transactions.

4. Customer Support: Inadequate assistance from customer service, leading to unresolved issues and user frustration.

Insights

1. Reliability and Stability:

Users demand a more stable and reliable app experience. Frequent crashes and connectivity issues undermine trust and usability.

2. Accessibility:

There's a significant need to improve access, especially for users abroad. Ensuring seamless functionality across different regions is crucial.

3. Customer Support:

Enhancing customer support responsiveness and effectiveness is vital. Users feel ignored and frustrated with unresolved issues.

4. Security Concerns:

Addressing security concerns is essential. Users are anxious about their financial data's safety due to technical problems.

Conclusion

User reviews of the K PLUS app reveal significant technical issues, including frequent crashes and connectivity problems, especially for international users.

Additionally, poor customer support and security concerns exacerbate user frustration. However, users appreciate the app's convenience and comprehensive features when functioning properly. To enhance user satisfaction, the app must improve stability, accessibility, and customer service responsiveness, while also addressing security concerns.

These insights highlight the need for focused technical improvements and better support systems to restore user trust and ensure a seamless banking experience.