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Trent Mankelow How to create Banking and insurance websites that don't suck
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How To Create Banking And Insurance Websites That Dont Suck

Jan 27, 2015

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Economy & Finance

lides shown at the Optimal Usability Breakfast Briefing held on 26 November 2009 in Wellington, New Zealand
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Page 1: How To Create Banking And Insurance Websites That Dont Suck

Trent Mankelow

How to createBanking and insurance websites that don't suck

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Source: World Internet Project, 2008

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“New Zealanders are eager to engage with the opportunities presented by the Internet” – World Internet Report, 2008

Source: http://img2.scoop.co.nz/stories/images/0803/98482da1f0333b7484ee.jpeg

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Self-service is becoming more and more normal

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North American consumers will spend $1.3 trillion at self-service machines by 2011

Source: http://www.msnbc.msn.com/id/20093431/

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Source: http://www.pagetutor.com/trillion

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The PROBLEM

Source: http://www.getamco.com

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WHY do so many financial services websites suck?

1. Ugly systems2. Risk-adversity3. Project-focus instead of customer-focus4. Inside-out thinking

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• “The primary reason we’ve made it so damn difficult for people to get stuff done is.... Ugly Systems”

• – Tom Peters

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Out-of-the-box systems are always ugly

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“60% of end users find enterprise applications somewhat difficult, very difficult or almost impossible to use.”

- CIO.com, May 2008

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Financial services companies don’t take enough risks

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Parity is not a strategy!

“Create products and services that

are worth marketing in the

first place”

– Seth Godin

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Source: http://gizmodo.com/5333805/bank-lets-customers-deposit-checks-with-iphone-photos

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Source: http://www.timesonline.co.uk/tol/money/consumer_affairs/article6808494.ece

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Don’t take enough risks

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Project-focussed instead of customer-focussed

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Think inside-outSource:

http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html

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SYSTEMS

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PROCEDURES

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TOUCHPOINTS

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INTERACTIONS

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EXPERIENCES

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Advertising

Service design takes into account the whole customer journey

Web, mobile & PC interfaces

Customer-facing staff

Communications & mailings

Physical environments

Support meGuide mePersuade meEnlighten me

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The OUTCOMES

1. Help people manage their finances

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2. Improve financial literacy

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According to the 2009 Financial Knowledge Survey...• One in six New

Zealanders indicate that they are having difficulty managing money

• Banks are the main source of financial advice in New Zealand

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3. Create opportunities to cross-sell and up-sell

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"Each customer-facing channel is an instrument in a symphony" - Subject to Change

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From http://servicedesigntools.org

Methods

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In summary...

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Key takeaways:• The OPPORTUNITY: Kiwis are online, they use

online banking and insurance a lot, they buy a lot of stuff online

• THE PROBLEM: Financial services websites aren’t making the most of the opportunity, because of

1. Ugly systems2. Risk-adversity3. Project-focus instead of customer-focus4. Inside-out thinking

• THE SOLUTION: To create brilliant websites you have to design from the outside in, using Service Design

• THE OUTCOME: Loyal, happy customers and increased revenue

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Thank [email protected]

Join usability experts from Europe, Asia, North America, Australia and New Zealand for our first ever…

UX MasterclassMarch 2010Auckland, NZ

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