How mobile app usability research can strengthen brand engagement

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How mobile app usability research can strengthen brand engagement

Maritza DiSciullo - VP, Member Research & Intelligence - Navy Federal Credit Union
Elaine Offley - Member Research Strategist - Navy Federal Credit Union

Launching mobile apps to meet consumer demands while strengthening brand engagement. How Navy Federal used research to develop a successful mobile presence. What insights (and lessons) were learned and what challenges we expect to face in the new mobile channel.

Published in: Economy & Finance, Business
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How mobile app usability research can strengthen brand engagement

  1. 1. Brand Engagement As the Payoff of Mobile Apps (A Case Study) July 20, 2011 Presented By Maritza DiSciullo Elaine Offley Vice President, Member Research Strategist Member Research & Intelligence MRID Member Research & Intelligence Division
  2. 2. ABOUT NAVY FEDERAL MRID Member Research & Intelligence Division • World’s Largest Credit Union - 78 years in business - Over 3.5 million members - $44 billion in assets - 214 branches worldwide - 454 proprietary ATMs worldwide • Vision “Perform with such excellence that all present and potential members will choose Navy Federal as the preferred source for their primary, lifetime financial services.”Property of Navy Federal Credit Union 2
  3. 3. ABOUT NAVY FEDERAL (cont’d) MRID Member Research & Intelligence Division • Our Members – Army, Air Force, Navy, Marine Corps, DoD Personnel and their families • 31% Military/DoD affiliated – Highly mobile – literally and figuratively – Over 40% of our adult membership are between the ages of 18-34Property of Navy Federal Credit Union 3
  4. 4. MOBILE BANKING USERS BY GENERATION MRID Member Research & Intelligence DivisionProperty of Navy Federal Credit Union 4
  5. 5. MRID Member Research & Intelligence Division What are our current challenges?Property of Navy Federal Credit Union 5
  6. 6. MRID Member Research & Intelligence Division What did we do about it?Property of Navy Federal Credit Union 6
  7. 7. TYPES OF DEVICES BEING USED MRID Member Research & Intelligence Division www.navyfederal.orgProperty of Navy Federal Credit Union 7
  8. 8. RESEARCH EVOLVED AS TECHNOLOGY MRID EVOLVED Member Research & Intelligence Division January 2010 May 2010 Late Summer 2011 Mobile Banking iPhone App Android App Future… SMS/Alerts Mobile Web (Text only) (m.navyfederal.org) Usability Testing Usability Testing Concept Testing No. Some employee No. Some employee Wireframes/Beta feedback feedback iPad/Tablet? BlackBerry App? Launched to members Launched to members Usability Testing Yes! IDIs/Exploratory Mobile Deposit? Bill Pay? Launch to members Surveys? Usability Testing Post Launch Refinement Yes! IDIs/Exploratory (plus concept refinement IDIs/Exploratory)Property of Navy Federal Credit Union 8
  9. 9. OVERALL MOBILE APP KEY FINDINGS MRID Member Research & Intelligence Division •Primary purpose for apps – to access their accounts •Consistency is key •Keep it simple; finger sizes vary •Be cognizant of colorblindness •Don’t copy and paste findings from one smartphone to another •No advertising on the apps is preferred by our members •Don’t replicate website in mobileProperty of Navy Federal Credit Union 9
  10. 10. KEY IPHONE APP FINDING MRID Member Research & Intelligence Division iPhone users have certain expectations for what an App should look like; don’t cram Windows into an iPhone App. ―Simple – just like mobile banking!‖ ―Has everything I need to manage and locate. Connection is easy. I’m sure more is to come in future updates so I’m patient and hopeful but for now I’m happy.‖ ―It does what I want…The ability to check my account on the go, but would like to see a couple of extra things. 1) Web BillPay…Would be nice to have this feature on the go. 2) iPad App…This was only built for the iPhone…Please create an iPad version.‖ ―sweeeeeeeeeeeet!!! bout d—n time they got one!‖Property of Navy Federal Credit Union 10
  11. 11. KEY ANDROID APP FINDING MRID Member Research & Intelligence Division Screen sizes and phones vary; don’t assume that everyone has the largest/latest version. ―This is very clean looking and easy to use.‖ ―This is a long time coming.‖ ―The blue icon and background makes me think of Navy Federal.‖ ―This app offers more than what I expected.‖Property of Navy Federal Credit Union 11
  12. 12. RESULTS: WHO ARE NAVY FEDERAL’S MOBILE MRID BANKERS? Member Research & Intelligence Division 12% of our members are signed up for Mobile Banking Retired recv. annuity Retired 2% 45-54 yr Still Emp Active 4% Reservist 11% DoD US Gov. 1% Non Wage 6% 18-23 yr Earner 26% 7%35-44 yr Active Duty 22% 25 > yr 43% 23-34 yr 20-24 yr 5% Emp. Outside of Government 38% 7% 36% 15-19 yr 11% Age Ranges < 5 yr Employment Status 38% 10-11 yr 14% 5-9 yr 25% Length of Membership Property of Navy Federal Credit Union 12
  13. 13. RESULTS: IMPACT OF MOBILE BANKING ON MRID ENGAGEMENT Member Research & Intelligence Division 2-3x’s Description Online Only Mobile Member Average # of Products 2 4 Average # of Accounts 3 5 Average Contribution $311.00 $620.00 Average # of Loans 1 2 Active Duty 25% 43% Have DDNP 39% 86% Have VISA Check Card 52% 95% POS Usage 28% 81% ATM Usage 14% 37% Calls 5.5 avg per month 2.5 avg per month 4-5x’s Description Online Only Mobile Member Average # of NFO Logins 5 24 Avg. POS $ amt per Member $308 $1236 Web Bill Pay User 10% 42%Property of Navy Federal Credit Union 13
  14. 14. IN CONCLUSION… MRID Member Research & Intelligence Division • Direct Consumer Input is An Absolute Requirement – Breaking the App Early is A Good Thing – Opportunity to Learn/Add to Product to Make It Better – Confirms The Good and The Bad • Keeping Up With Our Competitors – Measured Adoption Pros and Cons – Ensure Product Meets Consumer Needs/Demands • Using Mobile for More • Maturing Our Channel Strategy – Monitor Impact of Mobile on Brand ImpressionProperty of Navy Federal Credit Union 14
  15. 15. QUESTIONS MRID Member Research & Intelligence DivisionProperty of Navy Federal Credit Union 15
  16. 16. Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 AtlantaOrganized by: Thank you to sponsors:LinkedIn Group: Mobile MRUpcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.orgMarket Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.orgGet Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter

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