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

IN ONLINE BANKING 2011WESSEL VAN LEEUWEN

UX TREND


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User Experienc


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A NEGATIVE EXPERIENCE WITH A ROUTINE TASK CAN HAVE BIG IMPAC


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vimeo.com/19131028


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htt ://ex eriencematters.word ress.com/2010/01/11/forresters-2

Banking: 7th

position in

CustomerExperience


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Customersexpect superior

experiences


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WHY USER EXPERIENCE?

Poor usability

= (-) emotion

= (+) confusion (+) frustration

= (-) association (+) memory creation

= (+) abandonment (+) no return

= $0


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BANKING:THE TOP 5 TRENDS


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#UX COMPETENCE ON THE RISE


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htt ://uxleadershi .com/2010/06/a-com

UX MATURITY MODEL

STRA

http://www flickr com/photos/25153616@N00/47123903


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HYGIENE

http://www.flickr.com/photos/25153616@N00/47123903


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HOW HYGIENE WORKS

Users can accept some issues, but the negative experience accumulates

Usability

issues

Time of usa

Inefficiency (waiting, crankyne

Neutral expectations

Frustration (irritation, insatisfacti

Failure ( Abandonme

Time per interaction (efficiency)


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AROUND GOLIVE: HYGIENE

HIGH

LOW

UX sweeps


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UX MATURITY: STRATEGY


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#MOBILE BRINGS FOCUS.


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Desktopsurfing

(WHAT IS MOBILE, ANYWAY?)

Couchsurfing

1 eyes


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Constraintsscreen sizespeedcontextscattered attention

MOBILE FIRST

= focu


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MANTRA MOBILE FIRST


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Luke Wrob

Web prodube designemobile first

(even if noversion is p

Shamelessl stolen from Luke

MANTRA: MOBILE FIRST

T


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#T

THE NATIVE APPS TRAP


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Customers need ubiquity

But how can you support alloperating systems and devices?

NATIVE APPS ARE MOVING TO WE


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NATIVE APPS ARE MOVING TO WE

The web app The Native app


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The solution: Widgets & HTML 5Widgets can contain any application and are reusable, This makes the best solution for the mobile challenge, for both the web and nat

WIDGETS / HTML 5

BANKING WEBSITESOCIAL NETWORKS FRONTOFFICE UNIFIED

DESKTOP


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Creating a mobile web-app with Widgets & HTML 5For most mobile scenarios access to local functionality andhardware is not necessary.

HTML 5 APP

No App store

Ltd Local Cache

Ltd Geo Location

No Vibration

No Came

No Sound


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The hybrid solution: the Native App WrapperBest of both worlds, as long as the browsers are lacking in featuresAccess to local functionality and hardware. Ability to publishin the Apple App Store or Android Market.

HTML 5 APP

With App store

With Local Cache

With Geo Location

With Vibration

With Cam

With Sound

Native App Wrapper

T


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#T

EVERYBODY WANTS PERSO-NAL FINANCE MANAGEMENT

http://www.flickr.com/photo

EXAMPLES OF CURRENT BANK PF


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EXAMPLES OF CURRENT BANK PF(auto

Accoun

budgets

Saving goals



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Forecasting

Socialbenchmarking


BANK CUSTOMER INTEREST IN PF


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Local research for viability of a PFM (TNS FINANC

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

htt ://cdn. ressdoc.com/7221/documents/1711-1281968341-Onderzoeksresultaten Persoonli ke financien - inz

BANK CUSTOMER INTEREST IN PF


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- Customers want it.- Banks want it.

- Customers want their bank to have it.- It exists out there.

So where are the PFMs?

T


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#T

OPEN AND CLOSEDENVIRONMENTS ARE MERGING

http://www.flickr.com/photos/darrenwoolridge/4699664505/

THE OPEN AND THE CLOSED ENVIRO


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THE OPEN AND THE CLOSED ENVIROTHE UNHAPPY MARRIAGE

WE LOVE


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TRANSACTIONS

- 86% of the visits goes

straight to IB

- checking balance and quickpayments: users are shiftingfrom desktop to their phone

apps


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Towards Seamless user journeys(from anonymous to personal)

JOURNEYS FROM OPEN TO CLOSE


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The (social) web

Close tomy life

Bank public environment

Bank personal environment

JOURNEYS FROM OPEN TO CLOSE

Bank transactions

Close toBankscore business

EMERGING SEAMLESS PATTERNS


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EMERGING SEAMLESS PATTERNS

Personal

stuff

Public

stuff

Public

stuff


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TRENDS: SUMMARY

1 UX competence on the rise2 Mobile brings focus3 The native apps trap4 Everybody wants PFM

5 Open and closed are merging


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UX PRINCIPLES


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Design principles are the guiding lights

that you design with.

These are the things you base decisionon, vet any ideas againstand inspire yodesigns.

PRINCIPLE


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Understand youraudience and int#1

C

USAA


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USAA

USER CENTERED DESIGN IN PRACT


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USER CENTERED DESIGN IN PRACT1 Persona

2 Life event they are facing3 Goals they have4 Happy flow to get there5 Alternative scenarios to get there

P R I N C I P L E


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Use Visual Hierato guide the eye.#2

NOT SO GOOD VISUAL HIERARCHY


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GOOD VISUAL HIERARCHY


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UNCLEAR PATH TO COMPLETION


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CLEAR PATH TO COMPLETION.


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P R I N C I P L E


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Think about progdisclosure#3

DIFFERENT NEEDS FOR DIFFERENT


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LEVELS OF EXPERTISE

Beginning user Intermediateuser

Adva

WHAT ARE THE COMMON QUESTION


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Beginning user Intermediateuser

Adva

Whats going on here? Whats in it for me? How does it work?

I know it is exists,but where?

How did I do this

again?

Can Can Can

UI PERSONALIZATION: ADVANCED U


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P R I N C I P L E


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UnderstandCustomer Engag#4

1


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1.

People are real.People want a relationship that works best for them


2


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2.


People rely on trust.People only do business with credible partners.

3


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People communicate.People share stuff about themselves, and expect the sam

3.

4


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People have a life.Dont waste their time with irrelevant messages.

Engage with messages that relate to them.

4.

5


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People dont forget.They want a memorable time they can treasure an

5.

P R I N C I P L E


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Plan a little

prototype the res#5

PROTOTYPING CAN BE EASY.


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- Keynotopia is great.

- 5 users is enough- Test with simple tasks(change the payment alert)

P R I N C I P L E


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Designers:

go with the flow#6

THINK IN BREAKPOINTS


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0px 600px 900px We have n

SEPARATE LAYOUTS PER BREAK PO


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0px 600px 900px We have n

Structured content firstFluid layouts

PRINCIPLES: SUMMARY FOR


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BANKING PROJECTS

1 Understand your audience and intent2 Use Visual Hierarchy.3 Think about progressive disclosure4 Understand customer engagement

5 Plan a little, prototype the rest6 Designers: go with the flow


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Thanks.WESSEL VAN LEEUWEN | [email protected] | @wrvl | +316 41 1853 41

20110803 Webinar Uxtrendsinbanking New 110804045341 Phpapp01

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