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3 ways banking apps
let customers down…
and why that matters
use a banking
app at least
once a week
1 in 3
want to do all
their banking
on apps
1 in 5
UK consumers have embraced
mobil...
…and apps are a factor

when they choose their bank
Image created by Wilson Joseph,
from the Noun Project
would switch ban...
But when we reviewed leading
banking apps, none offered an
outstanding experience
Image created by Wilson Joseph,
from the...
We assessed the UX of 5 UK retail
banking apps, using a range of
different research techniques
Image created by Wilson Jos...
We discovered that banking apps
are letting down customers
in 3 key areas:
Image created by Wilson Joseph,
from the Noun P...
1. Functionality
Banking apps are missing

key functionality:
Source: ResearchNow, UK NatRep survey, December 2014
% of UK consumers who wa...
Consumers don’t want to have to
channel shift away from apps
but limited app functionality
means they have to
When they shift, they choose
channels that cost banks more
61%
visit the

website
costing banks
£0.16
per visit
11%
ring t...
Payment
experience
Start-ups are offering seamless
payment experiences
Sending money

via Snapchat
More and more apps are
offering payments
While some banking apps are still
struggling with the basics
‣ Naming: banks’ language (“transfers” versus
“payments”) con...
Convenience
Many apps don’t consider their
users’ convenience enough
In dozens of little ways, these
apps make users’ lives harder
Some apps don’t balance security
and convenience appropriately
Users check their
balance as often as
several times a day,
...
…although some are doing
better than others
Tesco’s Balance Peek:
swipe down to reveal
balances for 5 seconds
Many apps don’t offer search, filter
or pagination for transactions
To find older
transactions, users of
this app have to
...
Some apps waste space on things
that aren’t important to users
Using half the screen for
the balance & account
info means ...
Want more? Download our full
research report for more ways
banking apps can be improved
Click here to

get your free
summa...
Adaptive Lab is a digital
innovation company.
We partner with companies to
solve problems and transform
businesses through...
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3 ways banking apps are letting down customers ... and why that matters

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Adaptive Lab have just conducted some research into the current generation of UK consumer banking apps. This presentation highlights three areas in which these apps could improve.

For more information, see the complete report: http://bit.ly/1FNiBCz

3 ways banking apps are letting down customers ... and why that matters

  1. 1. 3 ways banking apps let customers down… and why that matters
  2. 2. use a banking app at least once a week 1 in 3 want to do all their banking on apps 1 in 5 UK consumers have embraced mobile banking
  3. 3. …and apps are a factor
 when they choose their bank Image created by Wilson Joseph, from the Noun Project would switch banks to get a better app 1 in 5
  4. 4. But when we reviewed leading banking apps, none offered an outstanding experience Image created by Wilson Joseph, from the Noun Project Highest and lowest scores for app UX and functionality 75% 32%
  5. 5. We assessed the UX of 5 UK retail banking apps, using a range of different research techniques Image created by Wilson Joseph, from the Noun Project Qualitative user research In-depth interviews
 & observation of bank
 customers using the apps Quantitative
 survey Nat rep survey of 400 consumers, conducted
 by ResearchNow Expert heuristic analysis Assessment of the apps against 65 usability criteria
 by two UX researchers Analysis of
 app reviews Analysis of thousands of reviews from the Apple and Google Play app stores ☐✓
  6. 6. We discovered that banking apps are letting down customers in 3 key areas: Image created by Wilson Joseph, from the Noun Project Functionality 1. Payment experience 2. Convenience 3.
  7. 7. 1. Functionality
  8. 8. Banking apps are missing
 key functionality: Source: ResearchNow, UK NatRep survey, December 2014 % of UK consumers who want this functionality 64% See pending payments 57% Manage
 direct debits 52% Add new
 payees
  9. 9. Consumers don’t want to have to channel shift away from apps but limited app functionality means they have to
  10. 10. When they shift, they choose channels that cost banks more 61% visit the
 website costing banks £0.16 per visit 11% ring the
 call-centre costing banks £0.86 per call 25% visit a
 branch costing banks £2.90 per visit Sources: ResearchNow, UK NatRep survey, December 2014; Javelin Strategy & Research
  11. 11. Payment experience
  12. 12. Start-ups are offering seamless payment experiences Sending money
 via Snapchat
  13. 13. More and more apps are offering payments
  14. 14. While some banking apps are still struggling with the basics ‣ Naming: banks’ language (“transfers” versus “payments”) confuses consumers ‣ Unhelpful forms: when users make an error, apps don’t alert them, or help them fix it ‣ PayM: trying to pay someone not registered for PayM is frustrating and disappointing
  15. 15. Convenience
  16. 16. Many apps don’t consider their users’ convenience enough In dozens of little ways, these apps make users’ lives harder
  17. 17. Some apps don’t balance security and convenience appropriately Users check their balance as often as several times a day,
 and want to check quickly. Requiring full log-in every time slows down this low-risk activity.
  18. 18. …although some are doing better than others Tesco’s Balance Peek: swipe down to reveal balances for 5 seconds
  19. 19. Many apps don’t offer search, filter or pagination for transactions To find older transactions, users of this app have to laboriously scroll back through the months
  20. 20. Some apps waste space on things that aren’t important to users Using half the screen for the balance & account info means only a few transactions can be seen at once Transaction details are squashed to fit and so they’re hard to read.
  21. 21. Want more? Download our full research report for more ways banking apps can be improved Click here to
 get your free summary report
  22. 22. Adaptive Lab is a digital innovation company. We partner with companies to solve problems and transform businesses through human- centred design, rapid prototyping and user testing, then agile and lean development of web and mobile services. 22 Find out more at our website: www.adaptivelab.com
  • jspacheco

    May. 6, 2017
  • kbarembruch

    Mar. 10, 2016
  • lkoesmanto

    Dec. 13, 2015
  • sweet_premium

    Mar. 22, 2015

Adaptive Lab have just conducted some research into the current generation of UK consumer banking apps. This presentation highlights three areas in which these apps could improve. For more information, see the complete report: http://bit.ly/1FNiBCz

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