Symplicit Mobile Banking Customer Experience June 2009 V1.0


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  • Today we’re going to focus on the customer experience – focusing on the mobile customer channel
  • Basically you need to understand your customers generally to then understand the type of mobile experience you want to provide them with
  • You need to give yourself time to observe people in their natural environments and setting and understand their motivations… Understand how they engage with your products and services currently How do they use your current channels? What do they do and where do they do it? What do they like or dislike Understand the users journey and organize your thinking around this, helps you decide where the mobile solution needs to fit in your overall strategy Understanding the current customer experience offers you an opportunity to innovate based on things you observe as gaps or that were unexpected
  • Watching users in their natural context is important because it challenges what we think The mobile channel has its’ own unique opportunities that are specific to the device …but there aren’t necessarily established behaviours to study… often users do not do: What they say they do Or what they think they do Observing users is always important to challenge the way we think that they will engage with our products or services This is especially so in the mobile space – as there are less established behaviours – we are still learning and understanding what it is that people do with their mobiles and how they engage with content via this channel
  • Our philosophy is that of ‘User-Centred Design’; that includes a lot of traditional and well known processes across the web world apply to mobile For example, it is important to prototype your concepts and iterate and amend your designs with user input and feedback… It is important to focus on methods that that are more exploratory for investigating the mobile experience…For example: Contextual enquiry Diary studies Behavioural interviews Have all provided useful in exploring how users behave and how to design for mobile based on these observations.
  • So what are the main things to remember? Observe what your users do in context Understand their habits and how you can fit to these to improve their overall experience of your solution Don’t try to do everything your website channel does Pick a few things and do them well and evolve from there…
  • It is important to remember that your mobile channel is a specific channel that does not need to offer all that your other channels offer Focusing on ‘enhancing the customer experience’ by introducing this channel is critical Next we thought we’d share a few case studies from the client work we have done that showcases how the mobile channel can be used to enhance the overall experience
  • Symplicit has worked closely with BigPond and Telstra for the last 3 years In this time we have had the opportunity to complete several research studies that are focused on iterative improvement to web and mobile channels The focus has been on evolving the online and mobile experience over time, not rapid and dramatic change
  • If you are doing continual research you don’t have to spend masses of money; but you can iteratively improve your product and it is low commitment from a cost perspective But what you do want to do is improve the experience consistently… Contextual enquiry helped us to understand how users engage with music on web and mobile This then fed iterative prototype and redesign process for the mobile channel The result was a more sales via mobile and an easier transaction experience via mobile Mobile sales increase 30% This seems counterintuitive, when you consider the richness of the online experience compared to the screen size and features of the mobile platform, However, it was the unique features of the mobile channel that meant that the user-experience was superior for purchasing and downloading tracks
  • The critical factor was that because the users identity was known and then billing is integrated… Users could search and purchase music via their mobile, without having to logon and submit credit card details, as with web This is an important finding in relation to this product and the key audience of interest… And this reinforces the point that you do research to better understand what will and will not work for your product and how that works with your segments of interest…
  • Trading Post is well known for their Print and Online presence, and they recently added the mobile channel What triggered this was the introduction of the online auction capability to the website
  • TP understood the nature of the bidding process that meant that users would need to respond to bids – but might not always be online or near a PC to respond. They understood that many of their target users didn’t actually go online and only ever focused on the print offering, e.g., one of those segments were tradies that also had high-end phones So the new functionality they were rolling out online, gave them the opportunity to harness the value of mobile interactions in enhancing the user experience
  • Online can send a notification to users via SMS SMS has a deep-link of that item to the mobile web On the mobile web, the user can place a bid and participate in the online auction The result was a significant increase in the use of the web channel – a good example of how the mobile channel can compliment the overall customer experience
  • So what are the take-home messages? Consider mobile as a better experience when it can allow you to innovate in ways you may not be able to via other channels, When it can increase your market share and enhance your brand through improved customer experience Always remember your target segments and harness the unique features of the mobile platform
  • The mobile web had an inauspicious start in life – many elements of the experience were simply not strong enough to encourage uptake. Contrast this with SMS, which had an average user experience, but struck a nerve of usefulness that people now find indispensible. Capabilities of mobile browsers mean that richer experiences are being delivered, and the unique capabilities of mobile are becoming integrated
  • All of the major platforms, including Apps offer some increased interactivity and integration with the device features
  • Apps offer some increased interactivity and integration with the device features Platform-specific applications require customization to that platform One key benefit is a presence on the home ‘deck’ of the device, and you can also benefit from the discoverability
  • Knowing who your audience is can provide direction for a device strategy Blackberries are a good example of a device type aligned with a particular audience: professionals, often in a corporate context Younger demographics will use a wide variety of devices, but cost can be stronger determining factor, so awareness of the plans on offer from Telstra, Optus etc. in the lower price ranges will be a good guide
  • So what are the critical things to remember? Engage with your users and truly understand them and let them inform your device strategy As much as possible conduct in-context research that allows you to understand ways to innovate and stretch your products to improve the user experience are critical Standard best practice rules still apply when designing and creating concepts – you still should prototype and iterate your designs with end-user feedback Introduce the mobile channel to innovate and enhance your current channel offerings
  • Get in touch!  We will put this slide pack on SlideShare and tweet about it @symplicit
  • Symplicit Mobile Banking Customer Experience June 2009 V1.0

    1. 1. Mobile Banking is Here : How can it enhance the customer experience? Jodie Moule - Director User Experience Ben Green – Senior User Experience Specialist (mobile) June 2009
    2. 2. What are we going to talk about? <ul><li>Establishing the mobile customer experience </li></ul><ul><li>When is mobile a better experience than other channels? </li></ul><ul><li>Audience focus can inform the device strategy </li></ul>
    3. 3. Mobile Landscape: Experience Evolution 2005 2007 2009
    4. 4. Customer Experience is a differentiator: Bank of America
    5. 5. How do you establish the mobile customer experience?
    6. 6. Interact with people in their own environment
    7. 7. Observing users is critical because… <ul><li>They may not do what we think they do </li></ul><ul><li>They may not do what they say they do </li></ul><ul><li>They may not do what they think they do </li></ul>
    8. 8. What methods to use to observe users?
    9. 9. How do you establish the mobile customer experience? <ul><li>Observe what your users do in context </li></ul><ul><li>Prototype and iterate your design </li></ul><ul><li>Validate with end users and incorporate feedback </li></ul><ul><li>Focus on the unique capabilities of mobile </li></ul>
    10. 10. When is mobile a better experience than other channels?
    11. 11. Case Studies
    12. 12. Case Study: BigPond Music – Website & Mobile <ul><li>Identifying what made sense on mobile… </li></ul><ul><li>Contextual enquiry </li></ul><ul><li>Prototype and test </li></ul><ul><li>Continuous improvement </li></ul><ul><li>Competitive edge through ongoing research:30% increase in sales via the mobile channel </li></ul>
    13. 13. Buying a track from mobile is easier than from the web Multiple form steps 1 click to purchase
    14. 14. Case Study
    15. 15. Expanding your market opportunities
    16. 16. Cross channel experience: Web, Mobile, Print… <ul><li>I ntroducing online auctions </li></ul><ul><li>Print reference codes in the paper used to bid on an auction from mobile </li></ul><ul><li>SMS notifications of auction progress </li></ul><ul><li>Result: significant usage increase for web… </li></ul>
    17. 17. When is mobile a better experience than other channels? <ul><li>When it can compliment other channels </li></ul><ul><li>Extending your market reach </li></ul><ul><li>When it uses the unique benefits of the phone </li></ul>
    18. 18. Audience focus helps inform your device strategy
    19. 19. A device strategy is required for a diverse market <ul><li>There are numerous devices and platforms in the mobile channel </li></ul><ul><li>The are challenges to delivering a consistent customer experience across multiple devices and platforms </li></ul><ul><li>The audience and the services being offered are key factors in determining a device strategy </li></ul>
    20. 20. The mobile web provides reach and standardisation
    21. 21. Platform: Emergence of the App stores
    22. 22. Platform: Emergence of the App stores
    23. 23. Who are you trying to reach. And who’s trying to reach you. <ul><li>Different audience segments often align themselves with different device types </li></ul><ul><li>Price, plans and capabilities are a major factor </li></ul><ul><li>Website stats can tell you what kind of devices are trying to access your services online </li></ul>
    24. 24. Customer Experience: Device and Platform Strategy <ul><li>Consider your audience </li></ul><ul><li>Consider the requirements of your services – what capabilities are required? </li></ul><ul><li>Mobile web offers the most reach </li></ul><ul><li>Applications offer the rich native experiences for particular platforms </li></ul>
    25. 25. The mobile customer experience… <ul><li>Engages with users through research </li></ul><ul><li>Prototypes design and iterates through testing </li></ul><ul><li>Focuses on the unique opportunities that mobile provides </li></ul><ul><li>Focuses on how your mobile channel can compliment the user experience </li></ul><ul><li>Lets your audience segments inform your device strategy </li></ul>
    26. 26. Get in touch with us… <ul><ul><li>Jodie Moule, Director </li></ul></ul><ul><ul><li>Ph: (03) 9670 3385 </li></ul></ul><ul><ul><li>Mob: 0415 288 823 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Ben Green, Experience Consultant </li></ul></ul><ul><ul><li>Ph: (03) 9670 3385 </li></ul></ul><ul><ul><li>Mob: 0439 313 223 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Symplicit Pty Ltd </li></ul></ul><ul><ul><li>Level 1, Suite 103, 757 Bourke St, Vic. </li></ul></ul><ul><ul><li>Website: </li></ul></ul><ul><ul><li>Follow us @symplicit </li></ul></ul>