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Case Study: ADIB Financial Health Check

Ramadan is a month of giving, a month of caring and especially a month to help others. With this mindset, we set out with Abu Dhabi Islamic Bank to launch a Financial Health Check for consumers across the UAE. Platformed on a web app built using HTML5 we now find ourselves in a new territory leading agencies across the region to adopt newer technologies while making it easier for users to access content and interact with multiple layers of information.

The Brief

As ADIB’s digital agency, Innovations_Digital was briefed to create and launch a digital campaign for Ramadan and after successful rounds of brainstorming, the Financial Health Check was green-lighted for the holy month. The challenge was to create a framework that would work natively across all of the touch-screens in ADIB branches, online on desktops and laptops and be truly multi-platform with its support for tablets. Our first choice for this project was the brand spanking new framework – HTML5. With its native capabilities that allow touch movements and better reflection of a fluid layout, we didn’t have to look any further. Yes, as always there was talk of Flash but with no support for iOS, its slowly turning to an easy debate between which will lead the way forward. In addition to building the Financial Health Check for devices, we went the extra mile to create a Facebook-only app that would harness the power of Social and the user base already following the banking institution there.

And so on August 1st 2011, the ADIB Financial Health Check went live. While the first week was slow due to little to no media activity, word got out and with a single banner on ADIB’s homepage, traffic picked up. By the last week of Ramadan, the rise in visitors was almost unstoppable. We registered a 100% increase week on week and the final week was almost 300% higher than the third week in terms of pure visitors reaching the Health Check. At the close of the Health Check’s formal activation on August 30th 2011, over 4000 visitors had reached the landing page.

The Flow

The Financial Health Check was designed to be extremely user friendly and focused on a simple horizontal movement. Keeping users engaged within a single frame was crucial to lending it an app-like feel and also would help retention of users through the entire length of the questionnaire.

The Health Check has pertinent questions relating to the profile of the user, his/her spending habits, financial commitments, financial products they use and future plans for retirement and investments. All of these were divided into 6 sections:

1. Your Money
2. Your Savings
3. Financial Commitments
4. Takaful
5. Investments
6. Retirement

The Result

_Visitors to the Financial Health Check

Of the 4000 and more visitors who reached the ADIB Financial Health Check, over 1800 completed the entire questionnaire and received personalized email reports in PDF. We create complex funnel visualizations to help us understand drop out rates of users and worked to build incentives such as “Get one iPad2 every day of Ramadan” with ADIB to help increase retention and the need to complete the Health Check.

_54% of the users opted for the Financial Health Check in Arabic

The Financial Health Check was bilingual and catered to both Arabic speaking and English speaking users. At the landing page of the app, we gave users the option to choose either language as their preferred medium. This was also crucial for data collection as we now have better data and analytics support to show which users prefer to be contacted in Arabic or English. This would help later in creating the customized PDF reports in the preferred language for those users. Of the 4000 and more visitors, 54% chose to do the Financial Health Check in Arabic while the remaining opted for English.

_98% of the visitors to the Financial Health Check were from the UAE

Even though there was some spillover traffic that came in to the Financial Health Check from countries as far as USA, UK, India, Pakistan and KSA, most of the traffic was very focused to the United Arab Emirates. The cities of Dubai and Abu Dhabi drove the chunk of the traffic in the UAE with both cities pulling in 49% and 50% traffic respectively. The rest was split between Sharjah and the remaining Northern Emirates.

_59% of users completed the ADIB Financial Health Check in Arabic

Of the 1800 users who completed the ADIB Financial Health Check, 59% opted to do it in Arabic and the remaining 41% completed the English questionnaire. All in all, it has proved to us the ever-increasing importance of having strong online communications and digital support for Arabic users. This is an extremely important conclusion for both the Banking Institution as well as agencies in the region to have a strong focus in Arabic and create campaigns that work in both languages.

So, if you haven’t done so yet, head on over to ADIB’s Financial Health Check and become financially more aware.

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Tagged 2011, abu dhabi, adib, app, bank, banking, design, dubai, educating, education, facebook, financial health check, health check, HTML5, investments, ipad, islamic, islamic bank, ksa, media, ramadan, saudi arabia, social, tablets, touchscreen, uae, uix, united arab emirates, webapp, webdev