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UX TRENDS
IN ONLINE BANKING 2011
WESSEL VAN LEEUWEN


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




    UX Trends in Banking | August 3, 2011 | @wrvl
Retail Banks have a greatly
overlapping portfolio.




What makes a bank stand out?
  UX Trends in Banking | August 3, 2011 | @wrvl
User Experience

UX 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/19131028


UX Trends in Banking | August 3, 2011 | @wrvl
Banking: 7th
position in
Customer
Experience
  UX Trends in Banking | August 3, 2011 | @wrvl

                                           http://experiencematters.wordpress.com/2010/01/11/forrester‟s-2010-customer-experience-
Customers
expect 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



                            #1
UX COMPETENCE ON THE RISE
UX MATURITY MODEL

                                                 STRATEGY




                                                     HYGIENE




 UX Trends in Banking | August 3, 2011 | @wrvl
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
                                                                                                 Failure line
                                                                                            ( Abandonment)
                                                                                              Frustration line
                                                                                   (irritation, insatisfaction)
                                                                                            Inefficiency line
                                                                                      (waiting, crankyness)
                                                                                  Neutral expectations line


                                                                                              Time of usage


Users 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



                       #2
MOBILE BRINGS FOCUS.
(WHAT IS MOBILE, ANYWAY?)




Desktop                                         Couch     1 eye, 1 thumb
 surfing                                        surfing       surfing
UX 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
UX Trends in Banking | August 3, 2011 | @wrvl
UX Trends in Banking | August 3, 2011 | @wrvl
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



                       #3
THE NATIVE APPS TRAP
Customers need ubiquity
But how can you support all
operating systems and devices?

UX Trends in Banking | August 3, 2011 | @wrvl
NATIVE APPS ARE MOVING TO WEB APPS




    The web app                                 The Native app
UX Trends in Banking | August 3, 2011 | @wrvl
WIDGETS / HTML 5




                         SOCIAL NETWORKS        BANKING WEBSITE    FRONT
                                                                   OFFICE    UNIFIED
                                                                            DESKTOP



The solution: Widgets & HTML 5
Widgets can contain any application and are reusable, This makes widgets
the 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 APP




Creating a mobile web-app with Widgets & HTML 5
For most mobile scenarios access to local functionality and
hardware 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 APP




The hybrid solution: the Native App Wrapper
Best 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.
UX Trends in Banking | August 3, 2011 | @wrvl
TREND



                                           #4
EVERYBODY 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




   Social
benchmarking

    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 | @wrvl
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?



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



                                                              #5
     OPEN AND CLOSED
ENVIRONMENTS 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 LOVE
TRANSACTIONS

- 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 transactions



Close to                                 Close to Bank’s
 my life                                    core business
     UX Trends in Banking | August 3, 2011 | @wrvl
                                                                  4
EMERGING „SEAMLESS‟ PATTERNS

Personal                         Public
  stuff                           stuff



                                                  Public
                                                   stuff




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



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

                                                   42
UX PRINCIPLES




  UX Trends in Banking | August 3, 2011 | @wrvl
Design principles are the guiding lights
that you design with.

These are the things you base decisions
on, vet any ideas against and inspire your
designs.


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 PRACTICE
1 Persona
2 Life event they are facing
3 Goals they have
4 Happy flow to get there
5 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 EXPERTISE




Beginning 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
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 idea

Structured content first
Fluid layouts


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

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

                                                   69
Thanks.
WESSEL VAN LEEUWEN | wessel@backbase.com | @wrvl | +316 41 1853 41




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

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User Experience Trends in Banking

  • 1. UX TRENDS IN ONLINE BANKING 2011 WESSEL VAN LEEUWEN UX Trends in Banking | August 3, 2011 | @wrvl
  • 2. Our latest white paper is available for download at http://banking.backbase.com/adv/ux- whitepaper.php UX Trends in Banking | August 3, 2011 | @wrvl
  • 3. Retail Banks have a greatly overlapping portfolio. What makes a bank stand out? UX Trends in Banking | August 3, 2011 | @wrvl
  • 4. User Experience UX Trends in Banking | August 3, 2011 | @wrvl
  • 5. A NEGATIVE EXPERIENCE WITH A ROUTINE TASK CAN HAVE BIG IMPACT UX Trends in Banking | August 3, 2011 | @wrvl
  • 6. vimeo.com/19131028 UX Trends in Banking | August 3, 2011 | @wrvl
  • 7. Banking: 7th position in Customer Experience UX Trends in Banking | August 3, 2011 | @wrvl http://experiencematters.wordpress.com/2010/01/11/forrester‟s-2010-customer-experience-
  • 8. Customers expect superior experiences UX Trends in Banking | August 3, 2011 | @wrvl Image from: fli
  • 9. UX Trends in Banking | August 3, 2011 | @wrvl
  • 10. WHY USER EXPERIENCE? Poor usability… = (-) emotion = (+) confusion (+) frustration = (-) association (+) memory creation = (+) abandonment (+) no return = $0 UX Trends in Banking | August 3, 2011 | @wrvl 1
  • 11. BANKING: THE TOP 5 TRENDS UX Trends in Banking | August 3, 2011 | @wrvl
  • 12. TREND #1 UX COMPETENCE ON THE RISE
  • 13. UX MATURITY MODEL STRATEGY HYGIENE UX Trends in Banking | August 3, 2011 | @wrvl
  • 15. 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 usage Users can accept some issues, but the negative experience accumulates UX Trends in Banking | August 3, 2011 | @wrvl
  • 16. AROUND GOLIVE: HYGIENE UX sweeps HIGH LOW UX Trends in Banking | August 3, 2011 | @wrvl
  • 17. UX MATURITY: STRATEGY UX Trends in Banking | August 3, 2011 | @wrvl
  • 18. TREND #2 MOBILE BRINGS FOCUS.
  • 19. (WHAT IS MOBILE, ANYWAY?) Desktop Couch 1 eye, 1 thumb surfing surfing surfing UX Trends in Banking | August 3, 2011 | @wrvl
  • 20. “MOBILE FIRST” Constraints screen size = focus speed context scattered attention UX Trends in Banking | August 3, 2011 | @wrvl
  • 21. UX Trends in Banking | August 3, 2011 | @wrvl
  • 22. UX Trends in Banking | August 3, 2011 | @wrvl
  • 23. UX Trends in Banking | August 3, 2011 | @wrvl
  • 24. 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
  • 25. TREND #3 THE NATIVE APPS TRAP
  • 26. Customers need ubiquity But how can you support all operating systems and devices? UX Trends in Banking | August 3, 2011 | @wrvl
  • 27. NATIVE APPS ARE MOVING TO WEB APPS The web app The Native app UX Trends in Banking | August 3, 2011 | @wrvl
  • 28. WIDGETS / HTML 5 SOCIAL NETWORKS BANKING WEBSITE FRONT OFFICE UNIFIED DESKTOP The solution: Widgets & HTML 5 Widgets can contain any application and are reusable, This makes widgets the best solution for the mobile challenge, for both the web and native apps. UX Trends in Banking | August 3, 2011 | @wrvl
  • 29. 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 5 For most mobile scenarios access to local functionality and hardware is not necessary. UX Trends in Banking | August 3, 2011 | @wrvl
  • 30. 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 Wrapper Best 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. UX Trends in Banking | August 3, 2011 | @wrvl
  • 31. TREND #4 EVERYBODY WANTS PERSO- NAL FINANCE MANAGEMENT http://www.flickr.com/photos/bubazzo/3237768
  • 32. EXAMPLES OF CURRENT BANK PFM (automated) tagging budgets Account aggregation Saving goals UX Trends in Banking | August 3, 2011 | @wrvl
  • 33. EXAMPLES OF CURRENT BANK PFM Forecasting Social benchmarking UX Trends in Banking | August 3, 2011 | @wrvl
  • 34. 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 | @wrvl http://cdn.pressdoc.com/7221/documents/1711-1281968341-Onderzoeksresultaten_Persoonlijke_financien_-_inzicht_en_overzicht.pdf
  • 35. - 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
  • 36. TREND #5 OPEN AND CLOSED ENVIRONMENTS ARE MERGING http://www.flickr.com/photos/darrenwoolridge/4699664505/
  • 37. THE OPEN AND THE CLOSED ENVIRONMENT: THE UNHAPPY MARRIAGE UX Trends in Banking | August 3, 2011 | @wrvl
  • 38. WE LOVE TRANSACTIONS - 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
  • 39. Towards Seamless user journeys (from anonymous to personal) UX Trends in Banking | August 3, 2011 | @wrvl
  • 40. JOURNEYS FROM OPEN TO CLOSED The (social) web Bank public environment Bank personal environment Bank transactions Close to Close to Bank’s my life core business UX Trends in Banking | August 3, 2011 | @wrvl 4
  • 41. EMERGING „SEAMLESS‟ PATTERNS Personal Public stuff stuff Public stuff UX Trends in Banking | August 3, 2011 | @wrvl
  • 42. 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 UX Trends in Banking | August 3, 2011 | @wrvl 42
  • 43. UX PRINCIPLES UX Trends in Banking | August 3, 2011 | @wrvl
  • 44. Design principles are the guiding lights that you design with. These are the things you base decisions on, vet any ideas against and inspire your designs. UX Trends in Banking | August 3, 2011 | @wrvl 4
  • 45. PRINCIPLE #1 Understand your audience and intent UX Trends in Banking | August 3, 2011 | @wrvl
  • 46. USAA UX Trends in Banking | August 3, 2011 | @wrvl
  • 47. USER CENTERED DESIGN IN PRACTICE 1 Persona 2 Life event they are facing 3 Goals they have 4 Happy flow to get there 5 Alternative scenarios to get there UX Trends in Banking | August 3, 2011 | @wrvl
  • 48. PRINCIPLE #2 Use Visual Hierarchy to guide the eye. UX Trends in Banking | August 3, 2011 | @wrvl
  • 49. NOT SO GOOD VISUAL HIERARCHY… UX Trends in Banking | August 3, 2011 | @wrvl
  • 50. GOOD VISUAL HIERARCHY UX Trends in Banking | August 3, 2011 | @wrvl
  • 51. UNCLEAR PATH TO COMPLETION… UX Trends in Banking | August 3, 2011 | @wrvl
  • 52. CLEAR PATH TO COMPLETION. UX Trends in Banking | August 3, 2011 | @wrvl
  • 53. PRINCIPLE #3 Think about progressive disclosure UX Trends in Banking | August 3, 2011 | @wrvl
  • 54. DIFFERENT NEEDS FOR DIFFERENT LEVELS OF EXPERTISE Beginning user Intermediate Advanced user user UX Trends in Banking | August 3, 2011 | @wrvl
  • 55. 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
  • 56. UI PERSONALIZATION: ADVANCED USERS UX Trends in Banking | August 3, 2011 | @wrvl
  • 57. UX Trends in Banking | August 3, 2011 | @wrvl
  • 58. PRINCIPLE #4 Understand Customer Engagement UX Trends in Banking | August 3, 2011 | @wrvl
  • 59. 1. People are real. People want a relationship that works best for them. UX Trends in Banking | August 3, 2011 | @wrvl 5
  • 60. 2. People rely on trust. People only do business with credible partners. UX Trends in Banking | August 3, 2011 | @wrvl 6
  • 61. 3. People communicate. People share stuff about themselves, and expect the same in return. UX Trends in Banking | August 3, 2011 | @wrvl 6
  • 62. 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
  • 63. 5. People don’t forget. They want a memorable time they can treasure and SHARE. UX Trends in Banking | August 3, 2011 | @wrvl 6
  • 64. PRINCIPLE #5 Plan a little – prototype the rest UX Trends in Banking | August 3, 2011 | @wrvl
  • 65. 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
  • 66. PRINCIPLE #6 Designers: go with the flow UX Trends in Banking | August 3, 2011 | @wrvl
  • 67. THINK IN BREAKPOINTS 0px 600px 900px We have no idea UX Trends in Banking | August 3, 2011 | @wrvl
  • 68. SEPARATE LAYOUTS PER BREAK POINT 0px 600px 900px We have no idea Structured content first Fluid layouts UX Trends in Banking | August 3, 2011 | @wrvl
  • 69. 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 UX Trends in Banking | August 3, 2011 | @wrvl 69
  • 70. Thanks. WESSEL VAN LEEUWEN | wessel@backbase.com | @wrvl | +316 41 1853 41 UX Trends in Banking | August 3, 2011 | @wrvl

Editor's Notes

  1. So that is the fate of the User Experience Designer :The better the user experience, the less it gets noticed!I’d love to invite you to watch the video ‘ I love UX design’ on vimeo, unfortunately I am not able to play it in the webinar.It portraits the UX designer from a behavioral perspective.
  2. … but enough about the fate of the UX Designer.according to the customer experience index by forrester (2010), The banking industry scores about average in terms of user experience. retailers take the prize.This implies, that in general, customers have expectations that are up there with the retailer’s websites.That is probably higher than most banks can meet.
  3. Customers expectsuerior experiences.User experience is not a nice-to-have.And The ‘online experience’, the web User Interface is likely to be the ONLY interaction a large corporate will ever have with a customer.the main touch point for banks with their customers is the user interface … so better take good care of it!
  4. User Experience design pays off:There are numerous reports that show a relation between investing in UX and increased turn over.I won’t get in to this topic right now, but do check out Human Factors International if it interests you.HFI Video - The ROI of User Experience with Dr. Susan Weinschenk http://www.youtube.com/watch?v=O94kYyzqvTc
  5. So – why user experience?Users are humans. There is no average user. And: businesses do notsitbehind a computer, humans do.Andtheyhave emotionsaboutusingyour site.>>Sothereyou have it: a hard connectionbetween a human’semotionandyourprofits!!How do we
  6. This might have to do with the “ux maturity” of companies.Nurit Peres made an interesting model trying to pinpoint the organizational UX maturity. At the bottom: organisations that view UX designers as problem solvers (“how will we present all this information in a understandable way?”). That is more UX as hygiene.>Then higher up in the ladder, ux is in the DNA of product development and there is more of a interwoven processAnd in the top, are the companies where UX strategy is part of their business vision (“what is our next product?”) >Nb: Jakobnielsen made a similar model, from initial hostility towards usability, to widespread reliance on user research.
  7. UX hygiene is always needed.Users expect a minimum level of usability. The hygiene factor needs to be taken into account, or customers walk.A constant guard is needed.When the online presence is growing, different teams are working on the presentation layer, and you see new patterns emerge everywhere. At some point, the interaction patterns, become scattered and need clean up
  8. Companies that are a bit higher up in the ux maturity ladder, can focus on ux strategy.attention can now shift to Service oriented design, and ultimately, that uniqueness – the wow factor, or the delight factor as Apple calls it.Now pick your battles, and define upfront what aspect or what scenario of your online presence needs to become the best of its class.This is the differentiator in UX that we talked about.So to sum up, we see companies at different levels of ux maturity, but for sure the importance of user exp design is getting more and more recognized and mateialized.
  9. Everything is becoming mobile, it is good to mentally categorize it in three different types.(btw, don’t even think about how that picture was taken)
  10. The whole mobile thing has big impact on UX design. The trend is summarized with Eric Schmidt’s mantra ‘mobile first’. Luke Wroblewski, a brilliant UX designer, has picked up on this and gave a great presentation here in amsterdam recently.Now you know the drill,Screen resulution is typically lower, but more importantly, the physical size is smaller.Processing speed and network speed are bottlenecks.Context like connectivity influences the use.Since people use their mobile devices on the road, they have scattered attention.>The constraints that are put on the design are leading to a better focus on the essence.User experience design for mobile forces you to make choices about what goes in and what goes out.
  11. An interesting example is soutwest.comThe site contained a lot of stuff."Going from 1024x768 to 320x480 makes you get rid of 80% of "useful" content on your website.  Most of that stuff is crap anyway!" --Luke W
  12. Then, the designed the mobile versionEssence, captured for mobile site.It is a very different navigation model.
  13. And now some of the good ideas have influenced back the desktop website, making it easier for users to reach their goals.
  14. So to summarize, The trend in UX design is to design for mobile first. and the positive outcomes of this are becoming visible in the bank presence.
  15. So the real trap is that the apps were great to improve the user experience, but the efforts to keep all the scattered apps up to date is a pain.There are more and more examples of companies shifting from native apps to web apps, to keep maintenance under control.Here an example of financial times.Other companies are doing the same thing. The web app experience is very very close to the native experience.
  16. A lot of banks are starting to have a limited or more fully featured PFM set.>Savings goals, budgets, tagging, aggregation and more social: benchmarking.
  17. A few of the big players areMint, meniga, figlo.
  18. Plenty of reasearch shows the need for pfms in retail banking as well as business banking.994 respondents
  19. So to sum up:Users want it, as indicated by the researchBanks want it, it is a hot topic at the finovate conferenceand we would prefer it to be under the wings of our trusted bank instead of a web service. it is out there, popular web services like mint.com are thrivingSo why is it not available for so many banks?So to sum up: for sure PFM is a trend, and we will see a lot more of it. It is just weird that so far, the outcomes are still scarce.
  20. This is what seems to be normal for a lot of corporate banks.Even after being customer for 20 years, customers need to fill in their name and number when the want to order a product online.
  21. A dutch bank researched what the most common user journey was in the open and closed environment.Clearly, customers came to the site to do their transactions. If you want a happy marriage between open and closed, you need to start changing your online approach.
  22. So banks are looking at ways to make the user journey from anonymous to personal much more seamless.For this you might want to take a step back first and look at the proximity.
  23. Some interesting seamless patterns are arising.
  24. So there we are, these were the top 5 ux trends I see in banking.
  25. UX principles are helpful guides when you are working on your user experience projects.I will only share the top 6 principles I would like to stress in the context of online banking.When working on banking projects, these are the principles that could use some more attention.So lets get started
  26. One of the best examples I know of is USAA, that really mapped out life events.Too often, we see that life events pages are just other shortcuts to the product page – that is not what we mean.
  27. I always start with the following steps.
  28. A great help is to keep the following metaphore in mind.A beginning user, is ANYONE who first enters your site.
  29. Here an example of personalizableUis, Page layout, orderWidget catalogcontent
  30. Try to find where you can add agile aspects to the projects.Stand ups with business and tech together.Quick mock ups.
  31. Designing for all cases and screens is dropped; only the rules of reflow are defined. This means that content blocks or applications are defined, but their position is fluid.
  32. Designing for all cases and screens is dropped; only the rules of reflow are defined. This means that content blocks or applications are defined, but their position is fluid.The UX designers only define the rules of reflow and the widgets will
  33. So there we are, these were the top 5 ux trends I see in banking.