SEB Baltic — Evaluating and Benchmarking for Accessibility
To meet new accessibility regulations, we audited SEB's internet banking platform. Through research, user testing, and a customer journey map, we identified accessibility barriers. Brainstormed solutions addressed these issues, prioritizing WCAG compliance. Hi-fidelity prototypes ensured consistency with SEB's design system.
Collaboration with local translators was key for user feedback and tailoring accessibility for Estonia. This project highlighted inclusive design's importance and the need for localized research at all times.
Introduction
In response to the Estonian government's new accessibility framework and impending regulations for the financial industry, we embarked on a project with SEB to comprehensively review and evaluate the accessibility of their internet banking experience. Our goal was to identify areas where the platform's accessibility falls short and implement necessary improvements to ensure compliance and, more importantly, to provide an inclusive experience for users with disabilities. With potential charges looming for non-compliance in 2024, this project became a top priority for SEB. pen_spark tune share more_vert
the big challenge
Improving accessibility for the SEB Internet banking experience for users with disabilities.
To assess SEB's internet banking accessibility, we used a mixed-method approach that combined desk research (Estonian framework, WCAG guidelines), a technical evaluation, and qualitative methods (interviews, focus groups with users with disabilities, and usability testing). This multifaceted strategy provided a comprehensive understanding of accessibility issues and user experiences, helping us develop an informed plan for improvement.
USABILITY TESTING & user interviews
To assess SEB's internet banking accessibility, we used a mixed-method approach that combined desk research (Related accessibility studies, WCAG guidelines), a technical evaluation, and qualitative methods. We conducted interviews and focus groups with both users with disabilities and customer support agents (2 sessions), gaining valuable insights into common pain points and areas of confusion. This multifaceted strategy provided a comprehensive understanding of accessibility issues and user experiences, helping us develop an informed plan for improvement.
our findings
The insights gathered from these interviews and focus groups were crucial in creating a detailed customer journey map. This map visualized the steps users with disabilities take when interacting with SEB's internet banking platform, pinpointing the specific stages where accessibility barriers cause frustration or impede task completion.
The map also highlighted the experiences of support agents, revealing the most common accessibility-related inquiries they receive. Analyzing this visual representation allowed us to identify priority areas for accessibility enhancements.
IDEATING ON POSSIBLE IMPROVEMENTS
Building on our comprehensive audit, we brainstormed solutions, prioritizing those that directly addressed pain points identified in the customer journey map. We explored both quick fixes and more substantial feature enhancements, aiming for WCAG compliance and overall inclusivity. Sketching and wireframing played a key role in visualizing these ideas, allowing us to rapidly iterate on design concepts and ensure that proposed improvements would genuinely enhance accessibility for users with disabilities.
Design recommendations
To translate our ideas and insights into tangible recommendations, we created high-fidelity designs and interactive prototypes aligned with SEB's existing design system. This ensured a cohesive user experience and streamlined the development process. We tested these prototypes with users with disabilities and iterated further based on their feedback.
Our adherence to the design system promoted consistency, accessibility, and efficiency. This approach guaranteed that our solutions not only resolved identified accessibility challenges but also blended seamlessly into SEB's established digital platform.
results & Learnings
This project offered crucial learnings about the intersection of accessibility and the criticality of cultural considerations when developing research methodology. Working with local language translators became essential, not only for accurate feedback collection during interviews and focus groups but also to ensure precise implementation of accessibility guidelines within the context of the Estonian language.
This collaboration highlighted the nuanced challenges faced by individuals with both language differences and disabilities. Through careful translation, meticulous design decisions, and inclusive testing, we gained a deeper understanding of how to create a truly accessible digital banking experience within a multilingual environment.
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