How To Create Banking And Insurance Websites That Dont Suck

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Slides shown at the Optimal Usability Breakfast Briefing held on 26 November 2009 in Wellington, New Zealand

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  • Trent MankelowHow to createBanking and insurance websites that don't suck

  • Source: World Internet Project, 2008

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    77% of Kiwis use the Internet

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    56%of Kiwis use online banking at least once/week

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    40%of Kiwis buy something at least once/month

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  • New Zealanders are eager to engage with the opportunities presented by the Internet World Internet Report, 2008Source: http://img2.scoop.co.nz/stories/images/0803/98482da1f0333b7484ee.jpeg

  • Self-service is becoming more and more normal

  • North American consumers will spend $1.3 trillion at self-service machines by 2011Source: http://www.msnbc.msn.com/id/20093431/

  • Source: http://www.pagetutor.com/trillion

  • The PROBLEMSource: http://www.getamco.com

  • WHY do so many financial services websites suck?Ugly systemsRisk-adversityProject-focus instead of customer-focusInside-out thinking

  • The primary reason weve made it so damn difficult for people to get stuff done is.... Ugly Systems Tom Peters

  • Out-of-the-box systems are always ugly

  • 60% of end users find enterprise applications somewhat difficult, very difficult or almost impossible to use.

    - CIO.com, May 2008

  • Financial services companies dont take enough risks

  • Parity is not a strategy!Create products and services that are worth marketing in the first place

    Seth Godin

  • Source: http://gizmodo.com/5333805/bank-lets-customers-deposit-checks-with-iphone-photos

  • Source: http://www.timesonline.co.uk/tol/money/consumer_affairs/article6808494.ece

  • Dont take enough risks

  • Project-focussed instead of customer-focussed

  • Think inside-outSource: http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html

  • SYSTEMS

  • PROCEDURES

  • TOUCHPOINTS

  • INTERACTIONS

  • EXPERIENCES

  • Service design takes into account the whole customer journeySupport meGuide mePersuade meEnlighten me

  • The OUTCOMES

    1. Help people manage their finances

  • 2. Improve financial literacy

  • According to the 2009 Financial Knowledge Survey...One in six New Zealanders indicate that they are having difficulty managing moneyBanks are the main source of financial advice in New Zealand

  • 3. Create opportunities to cross-sell and up-sell

  • "Each customer-facing channel is an instrument in a symphony" - Subject to Change

  • From http://servicedesigntools.org Methods

  • In summary...

  • Key takeaways:The OPPORTUNITY: Kiwis are online, they use online banking and insurance a lot, they buy a lot of stuff onlineTHE PROBLEM: Financial services websites arent making the most of the opportunity, because ofUgly systemsRisk-adversityProject-focus instead of customer-focusInside-out thinkingTHE SOLUTION: To create brilliant websites you have to design from the outside in, using Service DesignTHE OUTCOME: Loyal, happy customers and increased revenue

  • Thank you!trent@optimalusability.com

    Join usability experts from Europe, Asia, North America, Australia and New Zealand for our first ever

    UX MasterclassMarch 2010Auckland, NZ

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