Banksalad Upgrades Home Tab Operations — Back-Office Adoption Boosts Banner Registrations by 3.27x

Banksalad upgraded its operational processes and systems to address team member turnover and a surge in internal requests following the launch of the Home tab. Initially, the company strengthened cross-functional collaboration through an idea backlog and weekly meetings, and continuously evolved the usability and design of the home screen based on heuristic evaluations by the UXP team.

Introducing a Back-Office for Operational Efficiency

As the Home tab's impact on revenue and click conversion rates drove a flood of inquiries from other teams, the CDO proposed introducing Office Hours to streamline the decision-making structure. Subsequently, the company developed its own back-office system to simplify development meetings and review processes. The back-office visualizes information such as banner posting periods and destination screen details, and reduced review steps through Slack integration. As a result, banner registrations increased by 3.27x compared to before the back-office launch, and the company plans to further enhance targeting features to incorporate refined data going forward.

Data-Driven User Experience Improvements

By synthesizing quantitative metrics and qualitative data, Banksalad redefined the role of the home screen as a 'navigator,' with click conversion rate and revenue conversion rate as key metrics. In particular, integrating the 'Financial Schedule' and 'Today's Spending' sections to shorten scroll length resulted in a 25% increase in clicks for that section. The company also ran an experiment to set the Home tab as the default screen upon app launch, successfully establishing the Home tab without a significant drop in AU (Active Users).

Future Goals and Challenges

The Home tab has now become an essential screen that contributes to promoting new features and generating revenue, but it still faces the limitation of being perceived by existing users as merely a 'gateway to pass through.' Banksalad is focusing on strengthening synergy with differentiated features such as Seed Money Savings and Health Age, while encouraging users to visit the home screen more frequently. The team plans to continue experimenting as it prepares for a more advanced experience within a systematic structure.