Introduction
State Bank of India has more than 50 crore customers, but only about 10 crore have registered on YONO. A large share of the gap sits in semi-urban and rural branches, where customers still queue to update passbooks, withdraw cash or check whether a government benefit has arrived. In December 2025 SBI launched YONO 2.0, a lighter app that unifies mobile and internet banking, and set a target of 20 crore users in two years. That target cannot be met by converting urban salaried customers alone. The prompt asks us to design a first-time digital banking experience in YONO 2.0 for customers who have only ever banked at a branch. I'll clarify scope, explain why this matters for SBI, segment users, find the sharpest pain points, propose a solution and define how we would measure it.
Interviewers at public sector banks care a lot about inclusion, fraud and branch workload. Show that your design reduces branch footfall without leaving vulnerable customers exposed to scams. A design that only adds features will feel naive.
Step 1
Clarify Questions (3 minutes)
- Why it matters: A Jan Dhan account holder with a ₹4,000 balance and a pensioner with a fixed deposit have different needs.
- Hypothetical answer: Savings account holders in rural and semi-urban branches who have a smartphone but have never logged in to YONO or internet banking.
- Impact: We design for low digital literacy, shared phones and regional languages.
- Hypothetical answer: Thirty-day active usage, with branch footfall reduction as a secondary outcome.
- Impact: A registration-only design would inflate vanity metrics, so the experience must continue past day one.
- Hypothetical answer: The app is the core, but branch staff and the new digital support staff SBI is hiring can be part of the flow.
- Impact: An assisted, "phygital" onboarding path is in scope.
- Hypothetical answer: RBI rules on device binding and authentication, low-end Android phones, intermittent data, and a strict fraud budget.
Propose the Goal
Turn a branch-only SBI customer into a confident YONO user who completes at least three self-serve tasks in the first 30 days, without increasing fraud losses.
Define the Scope
- In scope: First login and registration, the first week of use, three to four "starter tasks", language and voice support, assisted onboarding at the branch.
- Out of scope: New lending products, credit cards, YONO Business, rebuilding the core banking system.
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