01
Client context
Despite investment in a new mobile app, branch footfall in smaller cities remained high and app usage was low.
02
Business challenge
The bank needed to migrate routine transactions to digital without alienating customers who valued branch relationships.
03
Research objective & questions
Identify barriers to digital adoption and design a segment-specific channel migration strategy.
- Which tasks do customers prefer to do in branch, and why?
- What prevents first use and repeat use of the app?
- How do confidence and language affect adoption?
- Which interventions would build trust in digital channels?
04
Methodology & approach
- Task-based usability interviews
- Customers attempting common tasks on the app.
- Branch intercepts
- Short interviews with customers visiting branches.
- Digital confidence survey
- Segmentation by confidence and usage.
- Competitor app benchmarking
- Comparison of key journeys.
05
Sample & geography
- ~20 usability IDIs
- ~150 branch intercepts
- ~800 survey respondents
- Geography — India (tier-2 and tier-3 cities)
06
Key findings
- Fear of making irreversible mistakes was the main barrier, not lack of smartphones.
- Regional-language support significantly increased confidence.
- Customers wanted branch staff to help them complete their first digital transactions.
- Some tasks, such as loan queries, were expected to remain branch-led.
07
Business implications
- Introduce assisted digital onboarding at branches.
- Expand regional-language support in the app.
- Add confirmation and undo steps to high-anxiety transactions.
08
Outcome
The bank received a channel migration strategy that matches tasks to channels by segment and builds digital confidence.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.