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Image by Mika Baumeister

Interactive TV Banking
(Dip-stick Study)

Executive Snapshot

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Project: Interactive TV (iTV) Banking – Exploratory Research
Client: Major European Bank (India Market Entry)
My Role: UX Designer & Research Lead (Hands-on)
Duration: Short exploratory study
Methods: Secondary research, prototype design, focus groups, 1:1 usability testing
Outcome: Validated opportunities, risks, and user acceptance of iTV banking in India

Problem Context

The Challenge
 

A major European bank wanted to explore non-traditional digital channels to expand into the Indian domestic market. Interactive TV (iTV), delivered via DTH platforms, was being considered as a potential channel for basic financial services.
 

However, there were significant unknowns:

  • Would Indian users trust financial services on TV?

  • How strong were security and privacy concerns?

  • Could iTV realistically complement online and mobile banking?
     

The study was designed as a dip-stick validation, not a full-scale product build.

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Target Users

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  • Mass-affluent users (SEC A)

  • Urban residents in Mumbai and Delhi

  • Users familiar with digital banking but new to iTV interactions

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My Role & Responsibilities

My Role
 

  • Planned the UX research approach for an emerging platform

  • Designed usage scenarios and prototype flows

  • Facilitated focus groups and 1:1 usability testing

  • Synthesized findings into clear insights and recommendations

Design Approach / UCD Flow

Discovery & Research

Research Inputs
 

  • Secondary research on:

    • DTH ecosystem in India

    • Interactive TV usage patterns

    • Technology constraints and opportunities

  • Comparative analysis of global iTV services

  • Review of security, privacy, and transaction risks

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DTH_ecosystem.png

Design & Prototyping

What we designed
 

Low-fidelity and interactive prototypes covering:

  • Credit card services

  • Utility bill payments

  • Account information (“Money Matters”)

  • Tele-shopping flows

  • Mobile-to-TV interaction scenarios

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Why prototypes were used

Prototypes allowed participants to experience the concept, not just talk about it — critical for a new interaction model like iTV.

Validation & Testing

Research Setup
 

  • 36 participants

  • Locations: Mumbai & Delhi

  • Sessions included:

    • Pre-use focus group (expectations & concerns)

    • 1:1 prototype testing

    • Post-use group discussion

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Key Areas Explored
 

  • Awareness and trust in online banking

  • Security and privacy concerns

  • Comfort with financial transactions on TV

  • Perceived value vs existing channels

Key Insights

What We Learned
 

  • Users liked the convenience but were hesitant about security

  • iTV was seen as a supporting channel, not a primary banking platform

  • Privacy concerns were significantly higher in shared living spaces

  • Simple, low-risk actions were more acceptable than complex transactions​

Outcome & Impact

Deliverables
 

  • Research report with validated user insights

  • Feedback on prototype usability and limitations

  • Clear identification of risks, constraints, and opportunities
     

Business Impact

 

  • Helped the bank evaluate feasibility before major investment

  • Provided refelections on:

    • Which services could work on iTV

    • What should remain on mobile / web

    • What design and security issues needed resolution first

Reflection

What This Project Demonstrated
 

  • Ability to work with emerging platforms

  • Strong grounding in user research and validation

  • Comfort handling ambiguity and early-stage concepts

  • Practical UX thinking rooted in real user behavior

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