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The good, bad and the ugly. Mobile banking in NZ. Designing for mobility.

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Kris and Michael attended and presented at Designing for Mobility in Melbourne, March 2013.

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The good, bad and the ugly. Mobile banking in NZ. Designing for mobility.

  1. 1. The good, the badand the ugly:Mobile Banking inNew ZealandKris Nygren & Michael DuttonDesigning for Mobility 2013Melbourne
  2. 2. Some of us…20 UX consultants anddesigners in Auckland and Wellington
  3. 3. Disclaimer (and credentials!) – we have worked with mostNew Zealand banks on more than 100 projects
  4. 4. Mobile and mobilebanking were hot trends inNZ in 2012 (penetration:)http://services.google.com/fh/files/blogs/our_mobile_planet_new_zealand_en.pdfTNS Mobile Life study (New Zealand) 2012
  5. 5. Google search trends told the same story: Mobile banking (NZ) Banking (NZ) Google Analytics
  6. 6. By mid-2012 it was like a mad race with New Zealand banksannouncing new mobile banking offerings on a weekly basis!
  7. 7. But lets step back and look at the bigger picture…
  8. 8. Global mobile stats in 2012… 6 billion mobile connections 1.2 billion mobile web users 1 billion smartphone handsetshttp://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#subscribershttp://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#smartphonepenetration
  9. 9. Rank Country Subscribers (millions) 1 China 1,100 2 India 699 3 USA 322 4 ? 260 Where is mobile 5 Brazil 259 growing? 6 Russia 227 7 Japan 128 8 ? 120 9 Germany 114http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#chinasubs 10 ? 107
  10. 10. Rank Country Subscribers (millions) 1 China 1,100 2 India 699 3 USA 322 4 Indonesia 260 Where is mobile 5 Brazil 259 growing? 6 Russia 227 7 Japan 128 8 Pakistan 120 9 Germany 114http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#chinasubs 10 Nigeria 107
  11. 11. What about growth in +2000%mobile banking? 1.1bn 550m 55m 2009 2013 2015 http://www.berginsi http://www.ababj.com/tech- http://www.prweb.co ght.com/News.aspx? topics-plus/m-banking-530- m/releases/2010/02/pr m_m=6&s_m=1 million-users-by-2013-2695.html web3553494.htm
  12. 12. China 2012:>1 billion mobile subs http://mobithinking.>400m mobile web m/blog/china-top- mobile-marketusers
  13. 13. The global trend is for “un-banked” and “under-banked” consumer segments driving the growth in mobile bankinghttp://mobithinking.com/banking-the-unbanked
  14. 14. Q: This country has 29 million mobile subscribers. 65% (19 million) use mobile money services. Where am I?A: http://www.cck.go.ke/resc/statcs.html
  15. 15. Q: This country has 29 million mobile subscribers. 65% (19 million) use mobile money services. Where am I?A: Kenya http://www.cck.go.ke/resc/statcs.html
  16. 16. And it turns out it’s the same trend inthe US as in China, India and Kenya….
  17. 17. The “unbanked” and“underbanked” are key togrowth – adoption amongyounger, minorities, lowerincome segments are drivinggrowth in the US
  18. 18. But the question we really wanted toanswer…who provides the BEST mobile banking experience in New Zealand?
  19. 19. So, UX consultancies regularly study the usability ofinternet and mobile banking…
  20. 20. …and there is a plethora of mobile banking “awards”
  21. 21. …and sometimes its just one guy’s opinion!
  22. 22. So we asked ourselves- as UX researchersand designers - if wewere to evaluatemobile bankingofferings as objectivelyand scientifically aspossible, …how wouldwe do it?
  23. 23. This is how. Evaluate each offering against 5 core criteria:
  24. 24. We assessed all New Zealand banks (and US giant) and plotted them on a pentagon spider-diagram Usability InteractionPlatforms design User Features ratings
  25. 25. Big graph area = good Usability InteractionPlatforms design User Features ratings
  26. 26. Small graph area = bad Usability InteractionPlatforms design User Features ratings
  27. 27. Before we start, however, it’s important to understandthe relative size and resources of the banks weevaluated… TSB Bank ~$200m revenue JP Morgan Chase $100bn+ revenue
  28. 28. We started with some secondary research – looking atpublically available data Platforms User ratings Features
  29. 29. It turned into this heat-map… iPhone Platform Y Y Y Y Y Y y y iPad N Y N N N N y y Android Y Y Y Y Y N y y Windows Y N N N N N y N Open accounts N N Y N N Y N N No log-in balances Y Y Y N N N N N 4/5 digit log-in Y N Y Y Y N N Y View account balances Y Y Y Y Y Y Y Y View transaction lists Y Y Y Y Y Y Y Y Transfer between accounts Y Y Y Y Y Y Y Y Bill payment Y Y Y N Y Y Y N Set up payees - From Mobile N N N N N Y Y N View automatic payments N Y Y N Y Y N Y Change upcoming payments N N Y N Y y N N View term deposits Y Y Y N Y y N N View mortgages & loans Y Y N Y Y Y Y Y Functionality View KiwiSaver Y N N N N N N N Pay tax N N N N Y Y N N Alerts: Text N N N N N Y Y N Push N N N N N Y Y Y Email N N N N N Y Y N Foreign exchange, rates etc. Y N N N Y Y N N Share trading N N N N N N N y NFC N N N N N y N N Location based services Y N Y N N N Y Y Pay to mobile Y N N Y N Y N Y Pay TradeMe sellers Y N Y N N N N N Pay to Facebook friends Y N N N N N N N Personalise account N N N N N Y N N Personalised service N N N N Y N N N Picture cheque deposits N N N N N N Y N Loyality scheme points Y n N N N N Y N Secure Messaging Y N N N Y Y N N App store - latest version 4.53 3.33 4.55 1.82 4.35 4.45 2.34 2.19 Rating App store - all versions 3.31 1.87 4.16 1.82 4.35 4.45 3.49 3.00 Google play 3.94 2.93 4.50 3.93 4.35 4.24 3.92
  30. 30. We looked closely at the features provided – both coreand non-core Features
  31. 31. Here is how they ranked on features…tiny TSB at the top!
  32. 32. Next we looked at the user rating in the app stores(which must be taken with a grain of salt…) User ratings
  33. 33. And there were some clear winners and losers
  34. 34. Finally, we looked at how many platforms banks maketheir mobile offering available on Platforms
  35. 35. Revealing a wide spread with TSB and ANZ potentiallyexcluding a large part of their customer base
  36. 36. As UX consultants, we believe that comprehensiveusability testing was critical to a robust evaluation Usability
  37. 37. …so we recruited real bankcustomers and tested allthe mobile banking apps inour specialist mobile usertesting lab in Auckland andWellington
  38. 38. Big gap between the best and the worst…and as expected, a strong (inverse) relationship between usability issues and SUS (system usability score)
  39. 39. On balance, Westpac and ASB provided the most ‘usable’ UI
  40. 40. Finally, we asked five UX consultants and interaction designers to assess how well designed each mobile banking app was Interaction design
  41. 41. We created a robust evaluation framework, which enabledindependent assessment and scoring of each banking app
  42. 42. And yet again, it revealed a big gapbetween the top and bottom performers
  43. 43. We didn’t feel all criteria were equally important, so weweighted them to emphasise the most important aspects
  44. 44. So, how did they all stack up?
  45. 45. This should start to give you a picture…
  46. 46. In the end, ANZ achieved the lowest score due to a lack of features, few platforms and poor user ratings Usability 56.01 Interaction Platforms design User ratings Features
  47. 47. ASB, by contrast achieved strong scores across all criteria Usability 77.83 Interaction Platforms design User ratings Features
  48. 48. In fact, giant US Bank JP Morgan Chase (often held up as a benchmark in mobile banking) came in second to ASB Usability 74.86 Interaction Platforms design User ratings Features
  49. 49. Scores: 74.86 77.83 68.83 67.35
  50. 50. Finally, some key insights from this study…• Is “feature bloat” a problem in terms of mobile banking UX? Not if the app is well designed.• It’s really hard to measure good design!• Good mobile usability and features can make people switch banks!• Americans still use cheques!• And, these findings are already out of date…

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