How To Create Banking And Insurance Websites That Dont Suck

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Slides shown at the Optimal Usability Breakfast Briefing held on 26 November 2009 in Wellington, New Zealand

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How To Create Banking And Insurance Websites That Dont Suck

  1. 1. Trent Mankelow How to create Banking and insurance websites that don't suck
  2. 6. <ul><li>Source: World Internet Project, 2008 </li></ul>
  3. 9. <ul><li>“ New Zealanders are eager to engage with the opportunities presented by the Internet” </li></ul><ul><li>– World Internet Report, 2008 </li></ul>Source: http://img2.scoop.co.nz/stories/images/0803/98482da1f0333b7484ee.jpeg
  4. 10. Self-service is becoming more and more normal
  5. 11. North American consumers will spend $1.3 trillion at self-service machines by 2011 Source: http://www.msnbc.msn.com/id/20093431/
  6. 16. <ul><li>Source: http://www.pagetutor.com/trillion </li></ul>
  7. 17. The PROBLEM Source: http://www.getamco.com
  8. 22. WHY do so many financial services websites suck? <ul><li>Ugly systems </li></ul><ul><li>Risk-adversity </li></ul><ul><li>Project-focus instead of customer-focus </li></ul><ul><li>Inside-out thinking </li></ul>
  9. 23. <ul><li>“ The primary reason we’ve made it so damn difficult for people to get stuff done is.... Ugly Systems ” </li></ul><ul><li>– Tom Peters </li></ul>
  10. 24. Out-of-the-box systems are always ugly
  11. 25. “ 60% of end users find enterprise applications somewhat difficult, very difficult or almost impossible to use.” - CIO.com, May 2008
  12. 26. Financial services companies don’t take enough risks
  13. 27. Parity is not a strategy! “ Create products and services that are worth marketing in the first place” – Seth Godin
  14. 28. Source: http://gizmodo.com/5333805/bank-lets-customers-deposit-checks-with-iphone-photos
  15. 29. Source: http://www.timesonline.co.uk/tol/money/consumer_affairs/article6808494.ece
  16. 30. Don’t take enough risks
  17. 32. Project-focussed instead of customer-focussed
  18. 33. Think inside-out Source: http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html
  19. 34. SYSTEMS
  20. 35. PROCEDURES
  21. 36. TOUCHPOINTS
  22. 37. INTERACTIONS
  23. 38. EXPERIENCES
  24. 43. <ul><li>Service design takes into account the whole customer journey </li></ul>Support me Guide me Persuade me Enlighten me  Advertising Web, mobile & PC interfaces Customer-facing staff Communications & mailings Physical environments
  25. 44. The OUTCOMES 1. Help people manage their finances
  26. 47. 2. Improve financial literacy
  27. 48. According to the 2009 Financial Knowledge Survey... <ul><li>One in six New Zealanders indicate that they are having difficulty managing money </li></ul><ul><li>Banks are the main source of financial advice in New Zealand </li></ul>
  28. 50. 3. Create opportunities to cross-sell and up-sell
  29. 52. &quot;Each customer-facing channel is an instrument in a symphony&quot; - Subject to Change
  30. 54. <ul><li>From http://servicedesigntools.org </li></ul>Methods
  31. 55. In summary...
  32. 58. Key takeaways: <ul><li>The OPPORTUNITY: Kiwis are online, they use online banking and insurance a lot, they buy a lot of stuff online </li></ul><ul><li>THE PROBLEM: Financial services websites aren’t making the most of the opportunity, because of </li></ul><ul><ul><ul><li>Ugly systems </li></ul></ul></ul><ul><ul><ul><li>Risk-adversity </li></ul></ul></ul><ul><ul><ul><li>Project-focus instead of customer-focus </li></ul></ul></ul><ul><ul><ul><li>Inside-out thinking </li></ul></ul></ul><ul><li>THE SOLUTION: To create brilliant websites you have to design from the outside in, using Service Design </li></ul><ul><li>THE OUTCOME: Loyal, happy customers and increased revenue </li></ul>
  33. 61. Thank you! [email_address] Join usability experts from Europe, Asia, North America, Australia and New Zealand for our first ever… UX Masterclass March 2010 Auckland, NZ

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