Cardless ATM
ROLE
Lead Product Designer
Developing Insights
Strategic thinking
Design thinking
User Research
Empathy building
Prototyping
TEAM
2 UX/UI Designers (me)
1 Product Manager
3 Engineers
Project Overview
BACKGROUND
ATMs have long served as a convenient solution for customers to conduct financial transactions without visiting a physical banking center. However, the requirement to present a physical card at the time of use has posed a barrier for many customers, particularly those who may have forgotten or misplaced their card, limiting access to their funds when needed. Additionally, banking centers are not open 24/7 and are not always located in easily accessible areas, making ATMs the only viable option for some customers.
ASK
How might we provide customers an easier way to access their money
CUSTOMER OPPORTUNITY
Convenience and efficiency
Breaking down the barrier to entry at ATMs
Access to their money when they want it
BUSINESS OPPORTUNITY
Expand ATM functionality and availability
Develop a mobile-first emergency access feature
Design Process
CURRENT AND FUTURE STATE JOURNEY MAPPING
I facilitated a series of collaborative workshops with a cross-functional team to develop both current-state and future-state customer journey maps for ATM usage. These maps detailed each step of the customer experience, incorporating emotional responses, pain points, unmet needs, and direct customer quotes to provide a holistic view of the journey. This process enabled the team to identify critical areas for improvement and ensure that proposed solutions were not only aligned with business goals but also meaningfully addressed real customer challenges. The journey maps served as a foundational tool for guiding design decisions and prioritizing enhancements that would deliver measurable value to both the customer and the organization.
USABILITY TESTING
I conducted a comprehensive range of user testing to ensure the redesigned ATM experience was intuitive, inclusive, and accessible to all customers.
Paper Prototyping
To simulate the ATM interface in a low-fidelity format, I created a physical prototype using a cardboard box and interchangeable paper screens. This approach allowed for rapid iteration and provided valuable insights into customer expectations and interaction patterns with ATM interfaces.
Environmental Usability Testing
Recognizing that ATMs are used in diverse conditions, we tested screen visibility and usability under simulated weather scenarios. This included replicating bright sunlight with flashlights, simulating rain with water sprays, and evaluating privacy and QR code functionality in crowded settings to ensure secure and seamless access.
Traditional Usability Testing
We conducted final usability tests using real mobile devices and ATM machines, allowing customers to complete transactions in realistic conditions. These sessions validated earlier design decisions and confirmed that the experience was both secure and user-friendly.
IMPACT
Following its launch, Cardless ATM quickly became one of the most utilized features within the Fifth Third mobile app, demonstrating strong customer adoption and satisfaction. Users appreciated the added flexibility and convenience it offered, particularly in situations where physical cards were unavailable. Importantly, the feature maintained the high standards of security and trust that customers expect from their banking experience.
Final Solution
CUSTOMER VALUE
Delivered a convenient and efficient alternative for accessing ATM services
Enabled customers to retrieve funds on their own terms—when and how they prefer
Improved accessibility and flexibility in financial transactions, enhancing overall customer satisfaction
BUSINESS VALUE
Expanded ATM functionality and availability to better meet customer needs
Develop a mobile-first emergency access feature to support financial flexibility
Reduced friction in the cash withdrawal process, enhancing overall customer satisfaction and trust