BCA Bank. Helping BCA drive innovation through actionable data.
Agency
Publicis Sapient
Role
Art Direction
UX/UI
Overview
BCA Bank are southeast Asia’s largest lender with over 16 million customers, and with the emergence of social media and its power to influence brand reputation and consumer behaviour, they required a window into their world of social engagement and the tools to make viewing, understanding, and acting on key insights a lot easier.
At Sapient Razorfish Singapore we created a social media listening tool that pulls in real-time data on social engagement and campaign performance.
The tool formed part of a social media command centre set up onsite at BCA bank to help internal teams monitor performance and extract insights, as well as provide board members with a better understanding of the role social media has to play on business results.
The main focus of the command centre was to listen in to social channels and manage brand awareness, monitor traffic across websites and apps, and to track digital marketing campaigns and adverts.
We designed the experience around the data, with the focus on making it easy to configure and identify detailed sentiment analysis around key topics and campaign launches.
The tool provided different levels of analysis, allowing teams to deep dive into a campaign-focused metrics around awareness, engagement and conversion, helping them to pin point key performance indicators.
Part of our requirement was to deliver a rich, user friendly interface that complimented the BCA brand. We carefully crafted the design principles, selecting graphical elements that worked on the large format lcd displays.
We created tablet versions of the app which could be used as a central control when presenting inside the command centre, providing screen and metric configuration and data analysis. As well as versions of the app that could be used externally.
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