User Experience Trends in Banking

UX TRENDSIN ONLINE BANKING 2011WESSEL VAN LEEUWEN UX Trends in Banking | August 3, 2011 | @wrvl

Our latest white paper isavailable for download athttp://banking.backbase.com/adv/ux-whitepaper.php UX Trends in Banking | August 3, 2011 | @wrvl

Retail Banks have a greatlyoverlapping portfolio.What makes a bank stand out? UX Trends in Banking | August 3, 2011 | @wrvl

User ExperienceUX Trends in Banking | August 3, 2011 | @wrvl

A NEGATIVE EXPERIENCE WITH A ROUTINE TASK CAN HAVE BIG IMPACT UX Trends in Banking | August 3, 2011 | @wrvl

vimeo.com/19131028UX Trends in Banking | August 3, 2011 | @wrvl

Banking: 7thposition inCustomerExperience UX Trends in Banking | August 3, 2011 | @wrvl http://experiencematters.wordpress.com/2010/01/11/forrester‟s-2010-customer-experience-

Customersexpect superior experiences UX Trends in Banking | August 3, 2011 | @wrvl Image from: fli

UX Trends in Banking | August 3, 2011 | @wrvl

WHY USER EXPERIENCE?Poor usability…= (-) emotion= (+) confusion (+) frustration= (-) association (+) memory creation= (+) abandonment (+) no return= $0 UX Trends in Banking | August 3, 2011 | @wrvl 1

BANKING:THE TOP 5 TRENDS UX Trends in Banking | August 3, 2011 | @wrvl

TREND #1UX COMPETENCE ON THE RISE

UX MATURITY MODEL STRATEGY HYGIENE UX Trends in Banking | August 3, 2011 | @wrvl

http://www.flickr.com/photos/25153616@N00/47123903HYGIENE UX Trends in Banking | August 3, 2011 | @wrvl

HOW HYGIENE WORKS Time per interaction (efficiency) Usability issues Failure line ( Abandonment) Frustration line (irritation, insatisfaction) Inefficiency line (waiting, crankyness) Neutral expectations line Time of usageUsers can accept some issues, but the negative experience accumulates UX Trends in Banking | August 3, 2011 | @wrvl

AROUND GOLIVE: HYGIENE UX sweeps HIGH LOW UX Trends in Banking | August 3, 2011 | @wrvl

UX MATURITY: STRATEGY UX Trends in Banking | August 3, 2011 | @wrvl

TREND #2MOBILE BRINGS FOCUS.

(WHAT IS MOBILE, ANYWAY?)Desktop Couch 1 eye, 1 thumb surfing surfing surfingUX Trends in Banking | August 3, 2011 | @wrvl

“MOBILE FIRST”Constraints screen size = focus speed context scattered attention UX Trends in Banking | August 3, 2011 | @wrvl

MANTRA: MOBILE FIRST Luke Wroblewski: Web products should be designed for mobile first (even if no mobile version is planned) UX Trends in Banking | August 3, 2011 | @wrvl Shamelessly stolen from Luke Wroblewski, mobilism 2011

TREND #3THE NATIVE APPS TRAP

Customers need ubiquityBut how can you support alloperating systems and devices?UX Trends in Banking | August 3, 2011 | @wrvl

NATIVE APPS ARE MOVING TO WEB APPS The web app The Native appUX Trends in Banking | August 3, 2011 | @wrvl

WIDGETS / HTML 5 SOCIAL NETWORKS BANKING WEBSITE FRONT OFFICE UNIFIED DESKTOPThe solution: Widgets & HTML 5Widgets can contain any application and are reusable, This makes widgetsthe best solution for the mobile challenge, for both the web and native apps.UX Trends in Banking | August 3, 2011 | @wrvl

No App store No Vibration Ltd Local Cache No Camera Ltd Geo Location No Sound HTML 5 APPCreating a mobile web-app with Widgets & HTML 5For most mobile scenarios access to local functionality andhardware is not necessary.UX Trends in Banking | August 3, 2011 | @wrvl

Native App Wrapper With App store With Vibration With Local Cache With Camera With Geo Location With Sound HTML 5 APPThe hybrid solution: the Native App WrapperBest of both worlds, as long as the browsers are lacking in features.Access to local functionality and hardware. Ability to publishin the Apple App Store or Android Market.UX Trends in Banking | August 3, 2011 | @wrvl

TREND #4EVERYBODY WANTS PERSO-NAL FINANCE MANAGEMENT http://www.flickr.com/photos/bubazzo/3237768

EXAMPLES OF CURRENT BANK PFM (automated) tagging budgets Account aggregation Saving goals UX Trends in Banking | August 3, 2011 | @wrvl

EXAMPLES OF CURRENT BANK PFM Forecasting Socialbenchmarking UX Trends in Banking | August 3, 2011 | @wrvl

BANK CUSTOMER INTEREST IN PFM Local research for viability of a PFM (TNS FINANCE): 75% uses IB to keep track of expenses 63% of young families wonders where the money goes 45% has savings goals 50% likes to benchmark expense patterns 40% is likely to use a PFM UX Trends in Banking | August 3, 2011 | @wrvlhttp://cdn.pressdoc.com/7221/documents/1711-1281968341-Onderzoeksresultaten_Persoonlijke_financien_-_inzicht_en_overzicht.pdf

- Customers want it.- Banks want it.- Customers want their bank to have it.- It exists out there.…So where are the PFM‟s? UX Trends in Banking | August 3, 2011 | @wrvl

TREND #5 OPEN AND CLOSEDENVIRONMENTS ARE MERGING http://www.flickr.com/photos/darrenwoolridge/4699664505/

THE OPEN AND THE CLOSED ENVIRONMENT:THE UNHAPPY MARRIAGE UX Trends in Banking | August 3, 2011 | @wrvl

WE LOVETRANSACTIONS- 86% of the visits goes straight to IB- checking balance and quick payments: users are shifting from desktop to their phone apps UX Trends in Banking | August 3, 2011 | @wrvl

Towards Seamless user journeys(from anonymous to personal) UX Trends in Banking | August 3, 2011 | @wrvl

JOURNEYS FROM OPEN TO CLOSED The (social) web Bank public environment Bank personal environment Bank transactionsClose to Close to Bank’s my life core business UX Trends in Banking | August 3, 2011 | @wrvl 4

EMERGING „SEAMLESS‟ PATTERNSPersonal Public stuff stuff Public stuff UX Trends in Banking | August 3, 2011 | @wrvl

TRENDS: SUMMARY1 UX competence on the rise2 Mobile brings focus3 The native apps trap4 Everybody wants PFM5 Open and closed are merging UX Trends in Banking | August 3, 2011 | @wrvl 42

UX PRINCIPLES UX Trends in Banking | August 3, 2011 | @wrvl

Design principles are the guiding lightsthat you design with.These are the things you base decisionson, vet any ideas against and inspire yourdesigns.UX Trends in Banking | August 3, 2011 | @wrvl 4

PRINCIPLE#1 Understand your audience and intent UX Trends in Banking | August 3, 2011 | @wrvl

USAA UX Trends in Banking | August 3, 2011 | @wrvl

USER CENTERED DESIGN IN PRACTICE1 Persona2 Life event they are facing3 Goals they have4 Happy flow to get there5 Alternative scenarios to get there UX Trends in Banking | August 3, 2011 | @wrvl

PRINCIPLE#2 Use Visual Hierarchy to guide the eye. UX Trends in Banking | August 3, 2011 | @wrvl

NOT SO GOOD VISUAL HIERARCHY… UX Trends in Banking | August 3, 2011 | @wrvl

GOOD VISUAL HIERARCHY UX Trends in Banking | August 3, 2011 | @wrvl

UNCLEAR PATH TO COMPLETION… UX Trends in Banking | August 3, 2011 | @wrvl

CLEAR PATH TO COMPLETION. UX Trends in Banking | August 3, 2011 | @wrvl

PRINCIPLE#3 Think about progressive disclosure UX Trends in Banking | August 3, 2011 | @wrvl

DIFFERENT NEEDS FOR DIFFERENT LEVELS OF EXPERTISEBeginning user Intermediate Advanced user user UX Trends in Banking | August 3, 2011 | @wrvl

WHAT ARE THE COMMON QUESTIONS?Beginning user Intermediate Advanced user user• What‟s going on here? • I know it is exists, • Can I use a shortcut?• What‟s in it for me? …but where? • Can I personalize?• How does it work? • How did I do this • Can I work faster? again…? UX Trends in Banking | August 3, 2011 | @wrvl

UI PERSONALIZATION: ADVANCED USERS UX Trends in Banking | August 3, 2011 | @wrvl

PRINCIPLE#4 Understand Customer Engagement UX Trends in Banking | August 3, 2011 | @wrvl

1.People are real.People want a relationship that works best for them. UX Trends in Banking | August 3, 2011 | @wrvl 5

2.People rely on trust.People only do business with credible partners. UX Trends in Banking | August 3, 2011 | @wrvl 6

3.People communicate.People share stuff about themselves, and expect the same in return. UX Trends in Banking | August 3, 2011 | @wrvl 6

4.People have a life.Don‟t waste their time with irrelevant messages.Engage with messages that relate to them. UX Trends in Banking | August 3, 2011 | @wrvl 6

5.People don’t forget.They want a memorable time they can treasure and SHARE. UX Trends in Banking | August 3, 2011 | @wrvl 6

PRINCIPLE#5 Plan a little – prototype the rest UX Trends in Banking | August 3, 2011 | @wrvl

PROTOTYPING CAN BE EASY.- Keynotopia is great.- 5 users is enough- Test with simple tasks („change the payment alert) UX Trends in Banking | August 3, 2011 | @wrvl

PRINCIPLE#6 Designers: go with the flow UX Trends in Banking | August 3, 2011 | @wrvl

THINK IN BREAKPOINTS 0px 600px 900px We have no idea UX Trends in Banking | August 3, 2011 | @wrvl

SEPARATE LAYOUTS PER BREAK POINT 0px 600px 900px We have no ideaStructured content firstFluid layouts UX Trends in Banking | August 3, 2011 | @wrvl

PRINCIPLES: SUMMARY FORBANKING PROJECTS1 Understand your audience and intent2 Use Visual Hierarchy.3 Think about progressive disclosure4 Understand customer engagement5 Plan a little, prototype the rest6 Designers: go with the flow UX Trends in Banking | August 3, 2011 | @wrvl 69

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User Experience Trends in Banking

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