How mobile app usability research can strengthen brand engagement Maritza DiSciullo - VP, Member Research & Intelligence - Navy Federal Credit Union Elaine Offley - Member Research Strategist - Navy Federal Credit Union Launching mobile apps to meet consumer demands while strengthening brand engagement. How Navy Federal used research to develop a successful mobile presence. What insights (and lessons) were learned and what challenges we expect to face in the new mobile channel.

1. Brand Engagement As the Payoff of
Mobile Apps
(A Case Study)
July 20, 2011
Presented By
Maritza DiSciullo Elaine Offley
Vice President, Member Research Strategist
Member Research & Intelligence
MRID
Member Research &
Intelligence Division

2. ABOUT NAVY FEDERAL MRID
Member Research &
Intelligence Division
• World’s Largest Credit Union
- 78 years in business
- Over 3.5 million members
- $44 billion in assets
- 214 branches worldwide
- 454 proprietary ATMs worldwide
• Vision
“Perform with such excellence that all present and potential members will
choose Navy Federal as the preferred source for their primary, lifetime financial
services.”
Property of Navy Federal Credit Union 2

3. ABOUT NAVY FEDERAL (cont’d) MRID
Member Research &
Intelligence Division
• Our Members
– Army, Air Force, Navy, Marine Corps, DoD Personnel and their families
• 31% Military/DoD affiliated
– Highly mobile – literally and figuratively
– Over 40% of our adult membership are
between the ages of 18-34
Property of Navy Federal Credit Union 3

4. MOBILE BANKING USERS BY GENERATION MRID
Member Research &
Intelligence Division
Property of Navy Federal Credit Union 4

5. MRID
Member Research &
Intelligence Division
What are our current
challenges?
Property of Navy Federal Credit Union 5

6. MRID
Member Research &
Intelligence Division
What did we do about
it?
Property of Navy Federal Credit Union 6

7. TYPES OF DEVICES BEING USED MRID
Member Research &
Intelligence Division
www.navyfederal.org
Property of Navy Federal Credit Union 7

8. RESEARCH EVOLVED AS TECHNOLOGY MRID
EVOLVED Member Research &
Intelligence Division
January 2010 May 2010 Late Summer 2011
Mobile Banking
iPhone App Android App Future…
SMS/Alerts Mobile Web
(Text only) (m.navyfederal.org)
Usability Testing Usability Testing Concept Testing
No. Some employee No. Some employee
Wireframes/Beta
feedback feedback
iPad/Tablet?
BlackBerry App?
Launched to members Launched to members Usability Testing
Yes! IDIs/Exploratory
Mobile Deposit?
Bill Pay?
Launch to members
Surveys?
Usability Testing Post Launch Refinement
Yes! IDIs/Exploratory
(plus concept refinement
IDIs/Exploratory)
Property of Navy Federal Credit Union 8

9. OVERALL MOBILE APP KEY FINDINGS MRID
Member Research &
Intelligence Division
•Primary purpose for apps – to access their accounts
•Consistency is key
•Keep it simple; finger sizes vary
•Be cognizant of colorblindness
•Don’t copy and paste findings from one smartphone to another
•No advertising on the apps is preferred by our members
•Don’t replicate website in mobile
Property of Navy Federal Credit Union 9

10. KEY IPHONE APP FINDING MRID
Member Research &
Intelligence Division
iPhone users have certain expectations for what an App
should look like; don’t cram Windows into an iPhone App.
―Simple – just like mobile banking!‖
―Has everything I need to manage and locate.
Connection is easy. I’m sure more is to come in
future updates so I’m patient and hopeful but for
now I’m happy.‖
―It does what I want…The ability to check my account
on the go, but would like to see a couple of extra
things. 1) Web BillPay…Would be nice to have this
feature on the go. 2) iPad App…This was only built for
the iPhone…Please create an iPad version.‖
―sweeeeeeeeeeeet!!! bout d—n
time they got one!‖
Property of Navy Federal Credit Union 10

11. KEY ANDROID APP FINDING MRID
Member Research &
Intelligence Division
Screen sizes and phones vary; don’t assume that
everyone has the largest/latest version.
―This is very clean looking and easy
to use.‖
―This is a long time coming.‖
―The blue icon and background
makes me think of Navy Federal.‖
―This app offers more than what I
expected.‖
Property of Navy Federal Credit Union 11

12. RESULTS: WHO ARE NAVY FEDERAL’S MOBILE
MRID
BANKERS? Member Research &
Intelligence Division
12% of our members are signed up for Mobile Banking
Retired
recv. annuity
Retired 2%
45-54 yr Still Emp
Active 4% Reservist
11% DoD US Gov. 1%
Non Wage
6%
18-23 yr Earner
26% 7%
35-44 yr Active Duty
22%
25 > yr
43%
23-34 yr 20-24 yr 5% Emp. Outside
of Government
38% 7%
36%
15-19 yr
11%
Age Ranges < 5 yr
Employment Status
38%
10-11 yr
14% 5-9 yr
25%
Length of Membership
Property of Navy Federal Credit Union 12

13. RESULTS: IMPACT OF MOBILE BANKING ON
MRID
ENGAGEMENT Member Research &
Intelligence Division
2-3x’s
Description Online Only Mobile Member
Average # of Products 2 4
Average # of Accounts 3 5
Average Contribution $311.00 $620.00
Average # of Loans 1 2
Active Duty 25% 43%
Have DDNP 39% 86%
Have VISA Check Card 52% 95%
POS Usage 28% 81%
ATM Usage 14% 37%
Calls 5.5 avg per month 2.5 avg per month
4-5x’s Description Online Only Mobile Member
Average # of NFO Logins 5 24
Avg. POS $ amt per Member $308 $1236
Web Bill Pay User 10% 42%
Property of Navy Federal Credit Union 13

14. IN CONCLUSION… MRID
Member Research &
Intelligence Division
• Direct Consumer Input is An Absolute Requirement
– Breaking the App Early is A Good Thing
– Opportunity to Learn/Add to Product to Make It Better
– Confirms The Good and The Bad
• Keeping Up With Our Competitors
– Measured Adoption Pros and Cons
– Ensure Product Meets Consumer Needs/Demands
• Using Mobile for More
• Maturing Our Channel Strategy
– Monitor Impact of Mobile on Brand Impression
Property of Navy Federal Credit Union 14

15. QUESTIONS MRID
Member Research &
Intelligence Division
Property of Navy Federal Credit Union 15

16. Presented at:
Market Research in the
Mobile World
2nd International Conference | July 19 & 20, 2011 Atlanta
Organized by: Thank you to sponsors:
LinkedIn Group: Mobile MR
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