Case Study

Driving 30% Higher Engagement with Mobile Banking Modernization

Industry

Banking & Financial Services

Location

Global

Our Contributions

Mobile App Modernization, UX/UI Transformation, Personalization Enablement, Analytics Integration, Customer Journey Optimization

Technologies

Adobe Mobile Experience (AME), Tealium (data & analytics), AI-driven personalization and behavioral insight

A global banking and financial services leader set out to modernize its mobile banking experience to better serve a diverse, global customer base. Coforge transformed the legacy mobile app into a personalized, analytics-driven, and scalable digital platform by combining modern UX design, real-time data integration, and AI-powered personalization. By streamlining user journeys, improving analytics visibility, and delivering contextual experiences, the bank significantly increased customer engagement, accelerated feature rollout, and enhanced overall digital experience across regions.

Transformation Timeline

Experience Gaps Identified

Legacy mobile app lacked cohesion, personalization, and analytics visibility.

User-Centric Strategy Defined

Customer journeys and KPIs aligned to improve engagement and usability.

Modernization & Integration Initiated

UX redesign and analytics platforms integrated for real-time insights.

Personalization & Regional Features Enabled

Market-specific features and AI-driven personalization deployed.

Continuous Optimization Achieved

Data-driven insights enabled ongoing improvements and faster rollout cycles.

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The Challenge

The bank aimed to deliver a modern, seamless mobile banking experience but was constrained by a legacy application that lacked design consistency, personalization capabilities, and accurate analytics tracking. Navigation was fragmented, feature flows were disjointed, and users faced challenges completing key tasks such as payments, transfers, and account management.

Additionally, incomplete and inconsistent tracking limited visibility into user behavior, engagement funnels, and conversion metrics, making it difficult to optimize customer journeys. Static content and non-contextual experiences reduced engagement and loyalty, while outdated UI patterns impacted usability and accessibility across regions.

Without modernization, the bank risked declining customer satisfaction, lower engagement, and an inability to meet evolving expectations in a digital-first banking ecosystem.

Our Approach

User-Centric Experience Redesign

Coforge streamlined navigation and simplified key journeys such as transfers, payments, and investment tracking, improving usability and task completion rates.

Personalization & Contextual Engagement

Integrated Adobe Mobile Experience (AME) to deliver AI-driven personalization, tailoring offers, insights, and content based on user behavior and preferences.

Unified Data & Analytics Integration

Implemented Tealium to enable unified data collection, real-time behavioral tracking, and deeper visibility into customer journeys and performance metrics.

Regional Experience Enablement Regional Experience Enablement

Introduced market-specific features such as PayNow and Insurance Payments for Singapore, and Bill Payments with history for Bahrain, enhancing relevance and adoption.

Partner / Technology Ecosystem

Impact to Date

30%

Increase in customer engagement and repeat sessions

4.7★

Average app rating (Play Store / App Store)

360°

Customer analytics visibility

40%

Faster feature rollout