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.
1. UX TRENDS
IN ONLINE BANKING 2011
WESSEL VAN LEEUWEN
UX Trends in Banking | August 3, 2011 | @wrvl
2. Our latest white paper is
available for download at
http://banking.backbase.com/adv/ux-
whitepaper.php
UX Trends in Banking | August 3, 2011 | @wrvl
3. Retail Banks have a greatly
overlapping portfolio.
What makes a bank stand out?
UX Trends in Banking | August 3, 2011 | @wrvl
7. Banking: 7th
position in
Customer
Experience
UX Trends in Banking | August 3, 2011 | @wrvl
http://experiencematters.wordpress.com/2010/01/11/forresterâs-2010-customer-experience-
15. HOW HYGIENE WORKS
Time per interaction (efficiency)
Usability
issues
Failure line
( Abandonment)
Frustration line
(irritation, insatisfaction)
Inefficiency line
(waiting, crankyness)
Neutral expectations line
Time of usage
Users can accept some issues, but the negative experience accumulates
UX Trends in Banking | August 3, 2011 | @wrvl
24. MANTRA: MOBILE FIRST
Luke Wroblewski:
Web products should
be designed for
mobile first
(even if no mobile
version is planned)
UX Trends in Banking | August 3, 2011 | @wrvl
Shamelessly stolen from Luke Wroblewski, mobilism 2011
26. Customers need ubiquity
But how can you support all
operating systems and devices?
UX Trends in Banking | August 3, 2011 | @wrvl
27. NATIVE APPS ARE MOVING TO WEB APPS
The web app The Native app
UX Trends in Banking | August 3, 2011 | @wrvl
28. WIDGETS / HTML 5
SOCIAL NETWORKS BANKING WEBSITE FRONT
OFFICE UNIFIED
DESKTOP
The solution: Widgets & HTML 5
Widgets can contain any application and are reusable, This makes widgets
the best solution for the mobile challenge, for both the web and native apps.
UX Trends in Banking | August 3, 2011 | @wrvl
29. No App store No Vibration
Ltd Local Cache No Camera
Ltd Geo Location No Sound
HTML 5 APP
Creating a mobile web-app with Widgets & HTML 5
For most mobile scenarios access to local functionality and
hardware is not necessary.
UX Trends in Banking | August 3, 2011 | @wrvl
30. Native App Wrapper
With App store With Vibration
With Local Cache With Camera
With Geo Location With Sound
HTML 5 APP
The hybrid solution: the Native App Wrapper
Best of both worlds, as long as the browsers are lacking in features.
Access to local functionality and hardware. Ability to publish
in the Apple App Store or Android Market.
UX Trends in Banking | August 3, 2011 | @wrvl
32. EXAMPLES OF CURRENT BANK PFM
(automated) tagging
budgets
Account aggregation
Saving goals
UX Trends in Banking | August 3, 2011 | @wrvl
33. EXAMPLES OF CURRENT BANK PFM
Forecasting
Social
benchmarking
UX Trends in Banking | August 3, 2011 | @wrvl
34. BANK CUSTOMER INTEREST IN PFM
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
UX Trends in Banking | August 3, 2011 | @wrvl
http://cdn.pressdoc.com/7221/documents/1711-1281968341-Onderzoeksresultaten_Persoonlijke_financien_-_inzicht_en_overzicht.pdf
35. - Customers want it.
- Banks want it.
- Customers want their bank to have it.
- It exists out there.
âŚSo where are the PFMâs?
UX Trends in Banking | August 3, 2011 | @wrvl
36. TREND
#5
OPEN AND CLOSED
ENVIRONMENTS ARE MERGING
http://www.flickr.com/photos/darrenwoolridge/4699664505/
37. THE OPEN AND THE CLOSED ENVIRONMENT:
THE UNHAPPY MARRIAGE
UX Trends in Banking | August 3, 2011 | @wrvl
38. 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
UX Trends in Banking | August 3, 2011 | @wrvl
39. Towards Seamless user journeys
(from anonymous to personal)
UX Trends in Banking | August 3, 2011 | @wrvl
40. JOURNEYS FROM OPEN TO CLOSED
The (social) web
Bank public environment
Bank personal environment
Bank transactions
Close to Close to Bankâs
my life core business
UX Trends in Banking | August 3, 2011 | @wrvl
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42. TRENDS: SUMMARY
1 UX competence on the rise
2 Mobile brings focus
3 The native apps trap
4 Everybody wants PFM
5 Open and closed are merging
UX Trends in Banking | August 3, 2011 | @wrvl
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43. UX PRINCIPLES
UX Trends in Banking | August 3, 2011 | @wrvl
44. 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.
UX Trends in Banking | August 3, 2011 | @wrvl
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45. PRINCIPLE
#1 Understand your
audience and intent
UX Trends in Banking | August 3, 2011 | @wrvl
47. USER CENTERED DESIGN IN PRACTICE
1 Persona
2 Life event they are facing
3 Goals they have
4 Happy flow to get there
5 Alternative scenarios to get there
UX Trends in Banking | August 3, 2011 | @wrvl
48. PRINCIPLE
#2 Use Visual Hierarchy
to guide the eye.
UX Trends in Banking | August 3, 2011 | @wrvl
49. NOT SO GOOD VISUAL HIERARCHYâŚ
UX Trends in Banking | August 3, 2011 | @wrvl
51. UNCLEAR PATH TO COMPLETIONâŚ
UX Trends in Banking | August 3, 2011 | @wrvl
52. CLEAR PATH TO COMPLETION.
UX Trends in Banking | August 3, 2011 | @wrvl
53. PRINCIPLE
#3 Think about progressive
disclosure
UX Trends in Banking | August 3, 2011 | @wrvl
54. DIFFERENT NEEDS FOR DIFFERENT
LEVELS OF EXPERTISE
Beginning user Intermediate Advanced user
user
UX Trends in Banking | August 3, 2011 | @wrvl
55. WHAT ARE THE COMMON QUESTIONS?
Beginning user Intermediate Advanced user
user
⢠Whatâs going on here? ⢠I know it is exists, ⢠Can I use a shortcut?
⢠Whatâs in it for me? âŚbut where? ⢠Can I personalize?
⢠How does it work? ⢠How did I do this ⢠Can I work faster?
again�
UX Trends in Banking | August 3, 2011 | @wrvl
62. 4.
People have a life.
Donât waste their time with irrelevant messages.
Engage with messages that relate to them.
UX Trends in Banking | August 3, 2011 | @wrvl
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63. 5.
People donât forget.
They want a memorable time they can treasure and SHARE.
UX Trends in Banking | August 3, 2011 | @wrvl
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64. PRINCIPLE
#5 Plan a little â
prototype the rest
UX Trends in Banking | August 3, 2011 | @wrvl
65. PROTOTYPING CAN BE EASY.
- Keynotopia is great.
- 5 users is enough
- Test with simple tasks
(âchange the payment alert)
UX Trends in Banking | August 3, 2011 | @wrvl
66. PRINCIPLE
#6 Designers:
go with the flow
UX Trends in Banking | August 3, 2011 | @wrvl
67. THINK IN BREAKPOINTS
0px 600px 900px We have no idea
UX Trends in Banking | August 3, 2011 | @wrvl
68. SEPARATE LAYOUTS PER BREAK POINT
0px 600px 900px We have no idea
Structured content first
Fluid layouts
UX Trends in Banking | August 3, 2011 | @wrvl
69. PRINCIPLES: SUMMARY FOR
BANKING PROJECTS
1 Understand your audience and intent
2 Use Visual Hierarchy.
3 Think about progressive disclosure
4 Understand customer engagement
5 Plan a little, prototype the rest
6 Designers: go with the flow
UX Trends in Banking | August 3, 2011 | @wrvl
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70. Thanks.
WESSEL VAN LEEUWEN | wessel@backbase.com | @wrvl | +316 41 1853 41
UX Trends in Banking | August 3, 2011 | @wrvl
Hinweis der Redaktion
So that is the fate of the User Experience Designer :The better the user experience, the less it gets noticed!Iâd love to invite you to watch the video â I love UX designâ on vimeo, unfortunately I am not able to play it in the webinar.It portraits the UX designer from a behavioral perspective.
⌠but enough about the fate of the UX Designer.according to the customer experience index by forrester (2010), The banking industry scores about average in terms of user experience. retailers take the prize.This implies, that in general, customers have expectations that are up there with the retailerâs websites.That is probably higher than most banks can meet.
Customers expectsuerior experiences.User experience is not a nice-to-have.And The âonline experienceâ, the web User Interface is likely to be the ONLY interaction a large corporate will ever have with a customer.the main touch point for banks with their customers is the user interface ⌠so better take good care of it!
User Experience design pays off:There are numerous reports that show a relation between investing in UX and increased turn over.I wonât get in to this topic right now, but do check out Human Factors International if it interests you.HFI Video - The ROI of User Experience with Dr. Susan Weinschenk http://www.youtube.com/watch?v=O94kYyzqvTc
So â why user experience?Users are humans. There is no average user. And: businesses do notsitbehind a computer, humans do.Andtheyhave emotionsaboutusingyour site.>>Sothereyou have it: a hard connectionbetween a humanâsemotionandyourprofits!!How do we
This might have to do with the âux maturityâ of companies.Nurit Peres made an interesting model trying to pinpoint the organizational UX maturity. At the bottom: organisations that view UX designers as problem solvers (âhow will we present all this information in a understandable way?â). That is more UX as hygiene.>Then higher up in the ladder, ux is in the DNA of product development and there is more of a interwoven processAnd in the top, are the companies where UX strategy is part of their business vision (âwhat is our next product?â) >Nb: Jakobnielsen made a similar model, from initial hostility towards usability, to widespread reliance on user research.
UX hygiene is always needed.Users expect a minimum level of usability. The hygiene factor needs to be taken into account, or customers walk.A constant guard is needed.When the online presence is growing, different teams are working on the presentation layer, and you see new patterns emerge everywhere. At some point, the interaction patterns, become scattered and need clean up
Companies that are a bit higher up in the ux maturity ladder, can focus on ux strategy.attention can now shift to Service oriented design, and ultimately, that uniqueness â the wow factor, or the delight factor as Apple calls it.Now pick your battles, and define upfront what aspect or what scenario of your online presence needs to become the best of its class.This is the differentiator in UX that we talked about.So to sum up, we see companies at different levels of ux maturity, but for sure the importance of user exp design is getting more and more recognized and mateialized.
Everything is becoming mobile, it is good to mentally categorize it in three different types.(btw, donât even think about how that picture was taken)
The whole mobile thing has big impact on UX design. The trend is summarized with Eric Schmidtâs mantra âmobile firstâ. Luke Wroblewski, a brilliant UX designer, has picked up on this and gave a great presentation here in amsterdam recently.Now you know the drill,Screen resulution is typically lower, but more importantly, the physical size is smaller.Processing speed and network speed are bottlenecks.Context like connectivity influences the use.Since people use their mobile devices on the road, they have scattered attention.>The constraints that are put on the design are leading to a better focus on the essence.User experience design for mobile forces you to make choices about what goes in and what goes out.
An interesting example is soutwest.comThe site contained a lot of stuff."Going from 1024x768 to 320x480 makes you get rid of 80% of "useful" content on your website. Â Most of that stuff is crap anyway!" --Luke W
Then, the designed the mobile versionEssence, captured for mobile site.It is a very different navigation model.
And now some of the good ideas have influenced back the desktop website, making it easier for users to reach their goals.
So to summarize, The trend in UX design is to design for mobile first. and the positive outcomes of this are becoming visible in the bank presence.
So the real trap is that the apps were great to improve the user experience, but the efforts to keep all the scattered apps up to date is a pain.There are more and more examples of companies shifting from native apps to web apps, to keep maintenance under control.Here an example of financial times.Other companies are doing the same thing. The web app experience is very very close to the native experience.
A lot of banks are starting to have a limited or more fully featured PFM set.>Savings goals, budgets, tagging, aggregation and more social: benchmarking.
A few of the big players areMint, meniga, figlo.
Plenty of reasearch shows the need for pfms in retail banking as well as business banking.994 respondents
So to sum up:Users want it, as indicated by the researchBanks want it, it is a hot topic at the finovate conferenceand we would prefer it to be under the wings of our trusted bank instead of a web service. it is out there, popular web services like mint.com are thrivingSo why is it not available for so many banks?So to sum up: for sure PFM is a trend, and we will see a lot more of it. It is just weird that so far, the outcomes are still scarce.
This is what seems to be normal for a lot of corporate banks.Even after being customer for 20 years, customers need to fill in their name and number when the want to order a product online.
A dutch bank researched what the most common user journey was in the open and closed environment.Clearly, customers came to the site to do their transactions. If you want a happy marriage between open and closed, you need to start changing your online approach.
So banks are looking at ways to make the user journey from anonymous to personal much more seamless.For this you might want to take a step back first and look at the proximity.
Some interesting seamless patterns are arising.
So there we are, these were the top 5 ux trends I see in banking.
UX principles are helpful guides when you are working on your user experience projects.I will only share the top 6 principles I would like to stress in the context of online banking.When working on banking projects, these are the principles that could use some more attention.So lets get started
One of the best examples I know of is USAA, that really mapped out life events.Too often, we see that life events pages are just other shortcuts to the product page â that is not what we mean.
I always start with the following steps.
A great help is to keep the following metaphore in mind.A beginning user, is ANYONE who first enters your site.
Here an example of personalizableUis, Page layout, orderWidget catalogcontent
Try to find where you can add agile aspects to the projects.Stand ups with business and tech together.Quick mock ups.
Designing for all cases and screens is dropped; only the rules of reflow are defined. This means that content blocks or applications are defined, but their position is fluid.
Designing for all cases and screens is dropped; only the rules of reflow are defined. This means that content blocks or applications are defined, but their position is fluid.The UX designers only define the rules of reflow and the widgets will
So there we are, these were the top 5 ux trends I see in banking.