User Experience Trends in Banking

UX TRENDS
IN ONLINE BANKING 2011WESSEL VAN LEEUWEN

Retail Banks have a greatly overlapping portfolio.
What makes a bank stand out?

User Experience

a negative experience with a routine task can have big impact

vimeo.com/19131028

Banking: 7th
position in Customer Experience
http://experiencematters.wordpress.com/2010/01/11/forrester’s-2010-customer-experience-rankings/

Customers
expect superior experiences
Image from: flipboard

The ROI of User Experience with Dr. Susan Weinschenk http://www.youtube.com/watch?v=O94kYyzqvTc

WHY USER EXPERIENCE?
Poorusability…
= (-) emotion
= (+) confusion (+) frustration
= (-) association (+) memory creation
= (+) abandonment (+) no return
= $0
9

Banking: THE TOP 5 TREnds

TREND
#1
UX COMPETENCE ON THE RISE

UX MATURITY MODEL
STRATEGY
HYGIENE
http://uxleadership.com/2010/06/a-company-ux-maturity-model/

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

HOW HYGIENE WORKS
Time per interaction (efficiency)
Usability issues
Neutral expectations line
Time of usage
Failure line
( Abandonment)
Users can accept some issues, but the negative experience accumulates
Frustration line (irritation, insatisfaction)
Inefficiency line (waiting, crankyness)

AROUND GOLIVE: HYGIENE
UX sweeps
HIGH
LOW

UX MATURITY: STRATEGY
http://www.flickr.com/photos/24099890@N05/2331284047

TREND
#2
MOBILE BRINGS FOCUS.
http://www.flickr.com/photos/mrsikhnet/2762900177

(WHAT IS MOBILE, ANYWAY?)
Desktop
surfing
Couch
surfing
1 eye, 1 thumb
surfing

“MOBILE FIRST”
= focus
Constraints screen size speed context scattered attention

Luke Wroblewski:Web products should be designed for mobile first(even if no mobile version is planned)
MANTRA: MOBILE FIRST
Shamelessly stolen from Luke Wroblewski, mobilism 2011

TREND
#3
THE NATIVE APPS TRAP

Customers need ubiquity
But how can you support all
operating systems and devices?

NATIVE APPS ARE MOVING TO WEB APPS
The web app
The Native app

WIDGETS / HTML 5
BANKING WEBSITE
FRONT
OFFICE
SOCIAL NETWORKS
UNIFIED
DESKTOP
The solution: Widgets & HTML 5Widgets can contain any application and are reusable, This makes widgets the best solution for the mobile challenge, for both the web and native apps.

No App store
No Vibration
Ltd Local Cache
No Camera
Ltd Geo Location
No Sound
HTML 5 APP
Creating a mobile web-app with Widgets & HTML 5For most mobile scenarios access to local functionality and
hardware is not necessary.

Native App Wrapper
With App store
With Vibration
With Local Cache
With Camera
With Geo Location
With Sound
HTML 5 APP
The 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 publish
in the Apple App Store or Android Market.

TREND
#4
EVERYBODY WANTS PERSO-NAL FINANCE MANAGEMENT
http://www.flickr.com/photos/bubazzo/3237768298

EXAMPLES OF CURRENT BANK PFM
(automated) tagging
budgets
Account aggregation
Saving goals

EXAMPLES OF CURRENT BANK PFM
Forecasting
Social
benchmarking

BANK CUSTOMER INTEREST IN PFM
Local research for viability of a PFM (TNS FINANCE):75% uses IB to keep track of expenses63% of young families wonders where the money goes45% has savings goals50% likes to benchmarkexpense patterns40% is likely to use a PFM
http://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?

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

THE OPEN AND THE CLOSED ENVIRONMENT:THE UNHAPPY MARRIAGE

WE LOVE TRANSACTIONS- 86% of the visits goes straight to IB- checking balance and quickpayments: users are shiftingfrom desktop to their phoneapps

Towards Seamless user journeys(from anonymous to personal)

JOURNEYS FROM OPEN TO CLOSED
The (social) web
Bank public environment
Close tomy life
Close toBank’s
core business
Bank personal environment
39
Bank transactions

EMERGING ‘SEAMLESS’ PATTERNS
Public
stuff
Personal stuff
Public
stuff

TRENDS: SUMMARY
1 UX competence on the rise
2 Mobile brings focus
3 The native apps trap
4 Everybody wants PFM
5 Open and closed are merging
41

UX PRINCIPLES

Design principles are the guidinglightsthatyou design with.These are the thingsyoubase decisions on, vet anyideasagainstandinspireyour designs.
43

PRINCIPLE
#1
Understand your audience and intent

USER CENTERED DESIGN IN PRACTICE1 Persona2 Life event they are facing3 Goals they have 4 Happy flow to get there5 Alternative scenarios to get there

PRINCIPLE
#2
Use Visual Hierarchy to guide the eye.

NOT SO GOOD VISUAL HIERARCHY…
Central bank of russia

GOOD VISUAL HIERARCHY

UNCLEAR PATH TO COMPLETION…
Luke Wroblewski,

CLEAR PATH TO COMPLETION.
Luke Wroblewski,

PRINCIPLE
#3
Think about progressive disclosure

DIFFERENT NEEDS FOR DIFFERENT LEVELS OF EXPERTISE
Beginning user
Intermediate user
Advanced user

WHAT ARE THE COMMON QUESTIONS?
Beginning user
Intermediate user
Advanced user
What’s going on here?
What’s in it for me?
How does it work?
I know it is exists, …but where?
How did I do this again…?
Can I use a shortcut?
Can I personalize?
Can I work faster?

UI PERSONALIZATION: ADVANCED USERS

PRINCIPLE
#4
Understand Customer Engagement

1.
People are real.
People want a relationship that works best for them.
58

2.
People rely on trust.
People only do business with credible partners.
59

3.
People communicate.
People share stuff about themselves, and expect the same in return.
60

4.
People have a life.
Don’t waste their time with irrelevant messages. Engage with messages that relate to them.
61

5.
People don’t forget.
They want a memorable time they can treasure and SHARE.
62

PRINCIPLE
#5
Plan a little – prototype the rest

PROTOTYPING CAN BE EASY.- Keynotopia is great.- 5 users is enough- Test with simple tasks (‘change the payment alert)

PRINCIPLE
#6
Designers: go with the flow

THINK IN BREAKPOINTS
0px
600px
900px
We have no idea

SEPARATE LAYOUTS PER BREAK POINT
0px
600px
900px
We have no idea
Structured content first
Fluid layouts

PRINCIPLES: SUMMARY FOR BANKING PROJECTS
1 Understand your audience and intent
2 Use Visual Hierarchy.
3 Think about progressive disclosure
4 Understand customer engagement
5 Plan a little, prototype the rest
6 Designers: go with the flow
68

Thanks.
WESSEL VAN LEEUWEN | wessel@backbase.com | @wrvl | +316 41 1853 41

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User Experience Trends in Banking

by Backbase on Aug 04, 2011

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User Experience Trends in Banking — Presentation Transcript