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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
UX Trends in Banking | August 3, 2011 | @wrvl
Our latest white paper is available for download athttp://banking.backbase.com/adv/ux-whitepaper.php
UX Trends in Banking | August 3, 2011 | @wrvl
Retail Banks have a greatly overlapping portfolio.
What makes a bank stand out?
UX Trends in Banking | August 3, 2011 | @wrvl
User Experience
UX Trends in Banking | August 3, 2011 | @wrvl
A NEGATIVE EXPERIENCE WITH A ROUTINE TASK CAN HAVE BIG IMPACT
UX Trends in Banking | August 3, 2011 | @wrvl
vimeo.com/19131028
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
UX Trends in Banking | August 3, 2011 | @wrvl
Customers expect superior
experiencesImage from: flipboard
UX Trends in Banking | August 3, 2011 | @wrvl
The ROI of User Experience with Dr. Susan Weinschenk http://www.youtube.com/watch?v=O94kYyzqvTc
UX Trends in Banking | August 3, 2011 | @wrvl
WHY USER EXPERIENCE?
Poor usability…
= (-) emotion
= (+) confusion (+) frustration
= (-) association (+) memory creation
= (+) abandonment (+) no return
= $0
10
UX Trends in Banking | August 3, 2011 | @wrvl
BANKING: THE TOP 5 TRENDS
#1TREND
UX COMPETENCE ON THE RISE
UX Trends in Banking | August 3, 2011 | @wrvl
http://uxleadership.com/2010/06/a-company-ux-maturity-model/
UX MATURITY MODEL
HYGIENE
STRATEGY
UX Trends in Banking | August 3, 2011 | @wrvl
HYGIENE
http://www.flickr.com/photos/25153616@N00/47123903
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)
UX Trends in Banking | August 3, 2011 | @wrvl
AROUND GOLIVE: HYGIENE
HIGH
LOW
UX sweeps
UX Trends in Banking | August 3, 2011 | @wrvl
UX MATURITY: STRATEGY
http://www.flickr.com/photos/24099890@N05/2331284047
#2TREND
MOBILE BRINGS FOCUS.http://www.flickr.com/photos/mrsikhnet/
2762900177
UX Trends in Banking | August 3, 2011 | @wrvl
Desktop surfing
(WHAT IS MOBILE, ANYWAY?)
Couch surfing
1 eye, 1 thumb surfing
UX Trends in Banking | August 3, 2011 | @wrvl
Constraints screen size speed context scattered attention
“MOBILE FIRST”
= focus
UX Trends in Banking | August 3, 2011 | @wrvl
UX Trends in Banking | August 3, 2011 | @wrvl
UX Trends in Banking | August 3, 2011 | @wrvl
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
#3TREND
THE NATIVE APPS TRAP
UX Trends in Banking | August 3, 2011 | @wrvl
Customers need ubiquityBut how can you support all operating systems and devices?
UX Trends in Banking | August 3, 2011 | @wrvl
NATIVE APPS ARE MOVING TO WEB APPS
The web app The Native app
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
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
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
#4TREND
EVERYBODY WANTS PERSO-NAL FINANCE MANAGEMENT
http://www.flickr.com/photos/bubazzo/3237768298
UX Trends in Banking | August 3, 2011 | @wrvl
EXAMPLES OF CURRENT BANK PFM(automated) tagging
Account aggregation
budgets
Saving goals
UX Trends in Banking | August 3, 2011 | @wrvl
Forecasting
Social benchmarking
EXAMPLES OF CURRENT BANK PFM
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
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?
#5TREND
OPEN AND CLOSED ENVIRONMENTS ARE MERGING
http://www.flickr.com/photos/darrenwoolridge/4699664505/
UX Trends in Banking | August 3, 2011 | @wrvl
THE OPEN AND THE CLOSED ENVIRONMENT:THE UNHAPPY MARRIAGE
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
UX Trends in Banking | August 3, 2011 | @wrvl
Towards Seamless user journeys(from anonymous to personal)
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
UX Trends in Banking | August 3, 2011 | @wrvl
EMERGING ‘SEAMLESS’ PATTERNS
Personal stuff
Public stuff
Public stuff
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
42
UX Trends in Banking | August 3, 2011 | @wrvl
UX PRINCIPLES
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.
44
UX Trends in Banking | August 3, 2011 | @wrvl
Understand your audience and intent#1
PRINCIPLE
UX Trends in Banking | August 3, 2011 | @wrvl
USAA
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
UX Trends in Banking | August 3, 2011 | @wrvl
Use Visual Hierarchy to guide the eye.#2
PRINCIPLE
UX Trends in Banking | August 3, 2011 | @wrvl
NOT SO GOOD VISUAL HIERARCHY…
Central bank of russia
UX Trends in Banking | August 3, 2011 | @wrvl
GOOD VISUAL HIERARCHY
UX Trends in Banking | August 3, 2011 | @wrvl
UNCLEAR PATH TO COMPLETION…
Luke Wroblewski,
UX Trends in Banking | August 3, 2011 | @wrvl
CLEAR PATH TO COMPLETION.
Luke Wroblewski,
UX Trends in Banking | August 3, 2011 | @wrvl
Think about progressive disclosure#3
PRINCIPLE
UX Trends in Banking | August 3, 2011 | @wrvl
DIFFERENT NEEDS FOR DIFFERENT LEVELS OF EXPERTISE
Beginning user Intermediate user
Advanced user
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?
UX Trends in Banking | August 3, 2011 | @wrvl
UI PERSONALIZATION: ADVANCED USERS
UX Trends in Banking | August 3, 2011 | @wrvl
UX Trends in Banking | August 3, 2011 | @wrvl
Understand Customer Engagement#4
PRINCIPLE
59
1.
People are real.People want a relationship that works best for them.
UX Trends in Banking | August 3, 2011 | @wrvl
60
2.
UX Trends in Banking | August 3, 2011 | @wrvl
People rely on trust.People only do business with credible partners.
UX Trends in Banking | August 3, 2011 | @wrvl
People communicate.People share stuff about themselves, and expect the same in return.
61
3.
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.
62
4.
UX Trends in Banking | August 3, 2011 | @wrvl
People don’t forget.They want a memorable time they can treasure and SHARE.
63
5.
UX Trends in Banking | August 3, 2011 | @wrvl
Plan a little – prototype the rest#5
PRINCIPLE
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)
UX Trends in Banking | August 3, 2011 | @wrvl
Designers: go with the flow#6
PRINCIPLE
UX Trends in Banking | August 3, 2011 | @wrvl
THINK IN BREAKPOINTS
0px 600px 900px We have no idea
UX Trends in Banking | August 3, 2011 | @wrvl
SEPARATE LAYOUTS PER BREAK POINT
0px 600px 900px We have no idea
Structured content firstFluid layouts
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
69
UX Trends in Banking | August 3, 2011 | @wrvl
Thanks.WESSEL VAN LEEUWEN | [email protected] | @wrvl | +316 41 1853 41