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Mobile Banking Series: How to successfully implement increased app functionality
Mapa Insight SeriesFind out more about our research:www.maparesearch.com/research
Contents1. Report objectives and methodology2. Sample pages from the report 3. Mapa Insight Series: Report schedule 20154. Contact details@ About Mapa
Report structure:A. Objectives and methodologyB. Executive summary--------1. Navigation and design2. Servicing3. 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.
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1 Report objectives and methodology
© Mapa Research April 2015
2. Sample pages from the report
Page 3
© 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
© 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
© 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
© 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 screenNo upcoming flights
Home screenInformation about when check-in opens. Image reflecting destination.
Home screenScroll down. Upcoming
flights and recent searches shown.
Home screenScroll down. Weather at destination and option to
upgrade.
Navigation menuNested navigation in
expanded mode.
3. Mapa insight series:
Reports schedule 2015
Page 8
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
4. Contact details
Page 10
Contact Details
Authors
Meaghan JohnsonAssociate Director, [email protected]
Management
Mark PavanManaging [email protected]
Gregor McKelvieManaging [email protected]
Ross MethvenDirector of [email protected]
Mapa Research HQ4th floor 101-102 Turnmill streetLondonEC1M 5QP
Tel: +44 207 566 3940www.maparesearch.comSubscription and
Consultancy Enquiries
Ross MethvenDirector of [email protected]
Meaghan JohnsonAssociate Director of [email protected]
International Offices
Asia PacificMark DonohueRegional DirectorTel: +61 419 132 [email protected]
NordicGustavslundsvägen 143 5tr167 51 StockholmSwedenTel: +46 (0)8 509 074 [email protected]
UK Offices
The WatchtowerSt Cuthbert's Churchyard7A Lothian RoadEdinburghEH1 2EP
Tel: +44 (0)7710 305 [email protected]
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@ About Mapa
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