This document summarizes a report from Mapa Insight Series about implementing increased functionality in mobile banking apps. The report explores best practices for app navigation and self-servicing features, provides examples from leading banks, and discusses how banks can incorporate lessons from non-banking apps. It contains an overview of the report structure and objectives, sample pages discussing trends in navigation and specific features, and contact details for the research firm.

1. Mobile Banking Series: How to successfully implement increased app functionality
Mapa Insight Series
Find out more about our research:
www.maparesearch.com/research
Contents
1. Report objectives and methodology
2. Sample pages from the report
3. Mapa Insight Series: Report schedule 2015
4. Contact details
@ About Mapa

2. Report structure:
A. Objectives and methodology
B. Executive summary
--------
1. Navigation and design
2. Servicing
3. Non-FS apps
--------
C. Conclusion
Objectives:
The key objectives of the research was to:
• Explore the current state of play of mobile banking app
navigation, in particular best in class implementation and
trends
• Provide examples of great self-servicing features that allow
customers to “do more” within the app and show what
features have been trending over the past 12 months
This report will feed into internal planning processes by
providing a strategic understanding of leading tablet banking
apps as well what is happening in the marketplace overall.
Furthermore innovative examples and approaches can be
used to gain inspiration as well as strengthening existing
business cases.
Methodology:
Based on our existing knowledge of mobile banking app
offerings in the market coupled with complimentary research
to uncover other initiatives we have selected an extensive list
of examples that demonstrate best in class app and features
as well as key trends. Lastly, we put our heads together and
came up with a list of our favourite non-banking apps with
analysis and insight into how banks can look to implement
certain features to enhance the customer experience.
Page 2
1 Report objectives and methodology
© Mapa Research April 2015

3. 2. Sample
pages from the report
Page 3

4. © Mapa Research April 2015Page 4
Removing the static bottom navigation and implementing nested navigation is the leading trend over the past 12 months. The nested navigation
allows banks to segment journeys and tasks in an easy to digest manner, vital as banks add more and more functionality within the apps.
Bankinter (ES) and NAB (AUS) are two banks to have made the shift, launched as overall refreshes. In terms of placement, left hand side
navigation is most common, but right hand side also exist in some cases as seen with Bankinter. When changing navigation, it is essential
banks inform customers via in-app guides or first time tours.
Bankinter (ES)
Landing page after login shown above right and main
menu expanded above left.
Within the nested navigation there are quick links to
Favourite Beneficiary, Manage Notifications and
Conversation as well as Global Overview, Bankinter
Products, click-to-call and Branches and ATMs
2 Navigation and design: Implementation of nested navigation
NAB (AUS)
Left: Upon first login customers were shown an overlay of
the changes including explaining why introducing the new
navigation – faster access to more features.
Middle: Nested navigation expanded
Right: Landing page after login

5. © Mapa Research April 2015Page 5
As a final example covering this feature we want to highlight how Chase (US) nicely promotes their quick balance feature on the app start page.
Customers are encouraged to ‘Swipe for account preview’. If doing so you get to see what the information would look like if using the feature, a
good way to encourage customers to use the service.
Servicing: Quick balance and transfers before login
Start page Illustration of feature in action Customer prompted to login
2

6. © Mapa Research April 2015Page 6
Discover (US): A great feature within the app allows customers to put a temporary freeze on a credit card. Found under the Manage cards
section in the navigation, customers are brought to an overview page of all active and inactive cards. When customers click on a particular card
they are then provided with the status of the card and options to reactivate the card, freeze the card and report the card lost or stolen.
Three options; freeze a misplaced card, freeze and replace a lost card and reorder a stolen card with a new
account number. Customers do not need to further authenticate to complete the journey.
Servicing: Product management – Freeze a card2

7. © Mapa Research April 2015Page 7
2 Non-FS apps: British Airways
Key points: Design and personalisation make the app fun to use while providing a great hub for management
• Immaculate design and intuitive navigation
• It has as personalised home screen featuring your next flight including weather on arrival, your most recent flight search and your next
tracked flight. For some destinations the background image will reflect your next flight as seen below.
• Cross sales activity related to your next flight
What banks can learn from this:
• The personalised home screen gives customers access to the most important information. In some instances banks include too much
information with a lack of focus on content relevant to the customer.
• The app has identified several pain points in the customer experience when flying, such as checking in, choosing seats and viewing
departure times. All of these are addressed within the app.
Home screen
No upcoming flights
Home screen
Information about when
check-in opens. Image
reflecting destination.
Home screen
Scroll down. Upcoming
flights and recent searches
shown.
Home screen
Scroll down. Weather at
destination and option to
upgrade.
Navigation menu
Nested navigation in
expanded mode.

8. 3. Mapa insight series:
Reports schedule
2015
Page 8

9. 1. Tablet Banking Series: A deep dive into five standout
initiatives
2. SME Banking: How to win share through successful
differentiation
3. Mobile Banking Series: State Of The Market 2015 –
Part 1
4. Under Attack: Assessing The Disruptive Threat In
Retail Banking
5. Building A PFM With Mass Market Appeal
3 Mapa Insight Series: Report Schedule 2015
6. Mobile Banking Series: State Of The Market 2015 –
Part 2
7. The Digitization Of The Branch
8. The Promise Of Wearables: An Internet Of Things In
Banking
9. An Engagement Banking Master Class
10. Digital Banking Security Insight Series, 4th Edition
11. Ten Things Digital Teams Should Do In 2016
Page 9 © Mapa Research April 2015

10. 4. Contact details
Page 10

11. Contact Details
Authors
Meaghan Johnson
Associate Director, Consultancy
meaghan@maparesearch.com
Management
Mark Pavan
Managing Director
mark@maparesearch.com
Gregor McKelvie
Managing Director
gregor@maparesearch.com
Ross Methven
Director of Consultancy
ross.methven@maparesearch.com
Mapa Research HQ
4th floor
101-102 Turnmill street
London
EC1M 5QP
Tel: +44 207 566 3940
www.maparesearch.comSubscription and
Consultancy Enquiries
Ross Methven
Director of Consultancy
ross.methven@maparesearch.com
Meaghan Johnson
Associate Director of Consultancy
meaghan@maparesearch.com
International Offices
Asia Pacific
Mark Donohue
Regional Director
Tel: +61 419 132 492
mark.donohue@maparesearch.com
Nordic
Gustavslundsvägen 143 5tr
167 51 Stockholm
Sweden
Tel: +46 (0)8 509 074 05
nordics@maparesearch.com
UK Offices
The Watchtower
St Cuthbert's Churchyard
7A Lothian Road
Edinburgh
EH1 2EP
Tel: +44 (0)7710 305 112
ross.methven@maparesearch.com
4
Page 11 © Mapa Research April 2015

12. @ About Mapa
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