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User Experience Trends in Banking

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Wessel van Leeuwen presenting User Experience Trends in Banking. Sharing the Top 5 trends in online banking and user experience design as well as the top 5 UX principles.
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UX Trends in Banking | August 3, 2011 | @wrvl IN ONLINE BANKING 2011 WESSEL VAN LEEUWEN UX TRENDS
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Page 1: User Experience Trends in Banking

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

IN ONLINE BANKING 2011

WESSEL VAN LEEUWEN

UX TRENDS

Page 2: User Experience Trends in Banking

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

Our latest white paper is available for download athttp://banking.backbase.com/adv/ux-whitepaper.php

Page 3: User Experience Trends in Banking

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

Retail Banks have a greatly overlapping portfolio.

What makes a bank stand out?

Page 4: User Experience Trends in Banking

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

User Experience

Page 5: User Experience Trends in Banking

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

A NEGATIVE EXPERIENCE WITH A ROUTINE TASK CAN HAVE BIG IMPACT

Page 6: User Experience Trends in Banking

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

vimeo.com/19131028

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

http://experiencematters.wordpress.com/2010/01/11/forrester’s-2010-customer-experience-rankings/

Banking: 7th

position in

Customer

Experience

Page 8: User Experience Trends in Banking

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

Customers expect superior

experiencesImage from: flipboard

Page 9: User Experience Trends in Banking

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

The ROI of User Experience with Dr. Susan Weinschenk http://www.youtube.com/watch?v=O94kYyzqvTc

Page 10: User Experience Trends in Banking

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

WHY USER EXPERIENCE?

Poor usability…

= (-) emotion

= (+) confusion (+) frustration

= (-) association (+) memory creation

= (+) abandonment (+) no return

= $0

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Page 11: User Experience Trends in Banking

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

BANKING: THE TOP 5 TRENDS

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#1TREND

UX COMPETENCE ON THE RISE

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

http://uxleadership.com/2010/06/a-company-ux-maturity-model/

UX MATURITY MODEL

HYGIENE

STRATEGY

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

HYGIENE

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

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

HOW HYGIENE WORKS

Users can accept some issues, but the negative experience accumulates

Usability issues

Time of usage

Inefficiency line (waiting, crankyness)

Neutral expectations line

Frustration line (irritation, insatisfaction)

Failure line( Abandonment)

Time per interaction (efficiency)

Page 16: User Experience Trends in Banking

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

AROUND GOLIVE: HYGIENE

HIGH

LOW

UX sweeps

Page 17: User Experience Trends in Banking

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

UX MATURITY: STRATEGY

http://www.flickr.com/photos/24099890@N05/2331284047

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#2TREND

MOBILE BRINGS FOCUS.http://www.flickr.com/photos/mrsikhnet/

2762900177

Page 19: User Experience Trends in Banking

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

Desktop surfing

(WHAT IS MOBILE, ANYWAY?)

Couch surfing

1 eye, 1 thumb surfing

Page 20: User Experience Trends in Banking

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

Constraints screen size speed context scattered attention

“MOBILE FIRST”

= focus

Page 21: User Experience Trends in Banking

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

Page 22: User Experience Trends in Banking

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

Page 23: User Experience Trends in Banking

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

Page 24: User Experience Trends in Banking

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

Luke Wroblewski:

Web products should be designed for mobile first

(even if no mobile version is planned)

Shamelessly stolen from Luke Wroblewski, mobilism 2011

MANTRA: MOBILE FIRST

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#3TREND

THE NATIVE APPS TRAP

Page 26: User Experience Trends in Banking

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

Customers need ubiquityBut how can you support all operating systems and devices?

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

NATIVE APPS ARE MOVING TO WEB APPS

The web app The Native app

Page 28: User Experience Trends in Banking

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

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

WIDGETS / HTML 5

BANKING WEBSITESOCIAL NETWORKS FRONT OFFICE UNIFIED

DESKTOP

Page 29: User Experience Trends in Banking

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

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 Camera

No Sound

Page 30: User Experience Trends in Banking

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

The hybrid solution: the Native App WrapperBest of both worlds, as long as the browsers are lacking in features. Access 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 Camera

With Sound

Native App Wrapper

Page 31: User Experience Trends in Banking

#4TREND

EVERYBODY WANTS PERSO-NAL FINANCE MANAGEMENT

http://www.flickr.com/photos/bubazzo/3237768298

Page 32: User Experience Trends in Banking

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

EXAMPLES OF CURRENT BANK PFM(automated) tagging

Account aggregation

budgets

Saving goals

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

Forecasting

Social benchmarking

EXAMPLES OF CURRENT BANK PFM

Page 34: User Experience Trends in Banking

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

Local research for viability of a PFM (TNS FINANCE):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

http://cdn.pressdoc.com/7221/documents/1711-1281968341-Onderzoeksresultaten_Persoonlijke_financien_-_inzicht_en_overzicht.pdf

BANK CUSTOMER INTEREST IN PFM

Page 35: User Experience Trends in Banking

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

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

…So where are the PFM’s?

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#5TREND

OPEN AND CLOSED ENVIRONMENTS ARE MERGING

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

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

THE OPEN AND THE CLOSED ENVIRONMENT:THE UNHAPPY MARRIAGE

Page 38: User Experience Trends in Banking

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

WE LOVE TRANSACTIONS

- 86% of the visits goes straight to IB

- checking balance and quick payments: users are shifting from desktop to their phone apps

Page 39: User Experience Trends in Banking

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

Towards Seamless user journeys(from anonymous to personal)

Page 40: User Experience Trends in Banking

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

The (social) web

Close to my life

Bank public environment

Bank personal environment

JOURNEYS FROM OPEN TO CLOSED

40

Bank transactions

Close to Bank’s core business

Page 41: User Experience Trends in Banking

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

EMERGING ‘SEAMLESS’ PATTERNS

Personal stuff

Public stuff

Public stuff

Page 42: User Experience Trends in Banking

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

TRENDS: SUMMARY1 UX competence on the rise2 Mobile brings focus3 The native apps trap4 Everybody wants PFM5 Open and closed are merging

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

UX PRINCIPLES

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

Design principles are the guiding lights that you design with.

These are the things you base decisions on, vet any ideas against and inspire your designs.

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Page 45: User Experience Trends in Banking

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

Understand your audience and intent#1

PRINCIPLE

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

USAA

Page 47: User Experience Trends in Banking

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

USER CENTERED DESIGN IN PRACTICE1 Persona2 Life event they are facing3 Goals they have 4 Happy flow to get there5 Alternative scenarios to get there

Page 48: User Experience Trends in Banking

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

Use Visual Hierarchy to guide the eye.#2

PRINCIPLE

Page 49: User Experience Trends in Banking

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

NOT SO GOOD VISUAL HIERARCHY…

Central bank of russia

Page 50: User Experience Trends in Banking

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

GOOD VISUAL HIERARCHY

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

UNCLEAR PATH TO COMPLETION…

Luke Wroblewski,

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

CLEAR PATH TO COMPLETION.

Luke Wroblewski,

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

Think about progressive disclosure#3

PRINCIPLE

Page 54: User Experience Trends in Banking

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

DIFFERENT NEEDS FOR DIFFERENT LEVELS OF EXPERTISE

Beginning user Intermediate user

Advanced user

Page 55: User Experience Trends in Banking

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

Beginning user

WHAT ARE THE COMMON QUESTIONS?

Intermediate user

Advanced user

• What’s going on here?• What’s in it for me?• How does it work?

• I know it is exists, …but where?

• How did I do this again…?

• Can I use a shortcut?• Can I personalize?• Can I work faster?

Page 56: User Experience Trends in Banking

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

UI PERSONALIZATION: ADVANCED USERS

Page 57: User Experience Trends in Banking

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

Page 58: User Experience Trends in Banking

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

Understand Customer Engagement#4

PRINCIPLE

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1.

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

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

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2.

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

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

Page 61: User Experience Trends in Banking

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

People communicate.People share stuff about themselves, and expect the same in return.

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3.

Page 62: User Experience Trends in Banking

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

People have a life.Don’t waste their time with irrelevant messages. Engage with messages that relate to them.

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4.

Page 63: User Experience Trends in Banking

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

People don’t forget.They want a memorable time they can treasure and SHARE.

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5.

Page 64: User Experience Trends in Banking

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

Plan a little – prototype the rest#5

PRINCIPLE

Page 65: User Experience Trends in Banking

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

PROTOTYPING CAN BE EASY.

- Keynotopia is great.- 5 users is enough- Test with simple tasks (‘change the payment alert)

Page 66: User Experience Trends in Banking

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

Designers: go with the flow#6

PRINCIPLE

Page 67: User Experience Trends in Banking

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

THINK IN BREAKPOINTS

0px 600px 900px We have no idea

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

SEPARATE LAYOUTS PER BREAK POINT

0px 600px 900px We have no idea

Structured content firstFluid layouts

Page 69: User Experience Trends in Banking

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

PRINCIPLES: SUMMARY FOR BANKING PROJECTS

1 Understand your audience and intent2 Use Visual Hierarchy.3 Think about progressive disclosure4 Understand customer engagement5 Plan a little, prototype the rest6 Designers: go with the flow

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Page 70: User Experience Trends in Banking

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

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


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