1. Precedents Finance Forum 2012 Integration or isolation? The digital landscape for UK financial servicesMay 2012Digital Finance Forum 2012

2. 3. MobileCraig Cartwright Head of Technical Solutions 3. What is your mobile environment? Various platforms, from traditional web browsers solutions, to the many mobile platforms.Apple iPhone Apple iPad AndroidBlackberryWindows Digital Finance Forum 2012#PrecSem 4. Statistics...... not the important factorIt is a simple decision: The trend cannot be questioned You need to have a solution for mobile today Aim to provide an optimal experienceYour question is what and how (not if) Digital Finance Forum 2012 #PrecSem 5. 31 Companies App Only 5 mobilesites: 1 Responsive 4 M sitesIpad readyMobile specific Website0 5 10 1520 25 30 Digital Finance Forum 2012 #PrecSem 6. Aspire to an integrated and considered approach KindleiPad viewDesktop viewSmartphone viewWhisper sync Digital Finance Forum 2012#PrecSem 7. Your considerations should be: What - Corporate view : tactical campaign: quick wins Who (Approach) - your reach : audience : strategy How (Delivery) - screen : speed : context : content When (Future) todays expectation : innovations We will look at each of these ..... Digital Finance Forum 2012 #PrecSem 8. (1) Approach: Your 0ptionsResponsive vs m. and Native app vs Framework app Digital Finance Forum 2012#PrecSem 9. Mobile solution reach Digital Finance Forum 2012 #PrecSem 10. (2) Know your customersDigital Finance Forum 2012 #PrecSem 11. Digital Finance Forum 2012 #PrecSem 12. (3) Delivery screen: speed: context: contentConsidering context is topical and essential: Forrester definition: The sum total of what your customer has told you and is experiencing at the moment of engagement. Consider your customers situation preference attitudes Will give better customer experience Performance is key: A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customersatisfaction, and 7% loss in conversions. (In dollar terms, this means that if your site typicallyearns 10,000 a day, this year you could lose 250K in sales). *Source: Aberdeen Group+ Digital Finance Forum 2012#PrecSem 13. Example: Banking Mobi siteDigital Finance Forum 2012 #PrecSem 14. Example: Banking Mobi sitesDigital Finance Forum 2012 #PrecSem 15. Example: Insurance Mobi sitesFocus on brochurewareIntroducing transactional interactionDigital Finance Forum 2012 #PrecSem 16. Mobile first approachDigital Finance Forum 2012 #PrecSem 17. Optimise your contentDigital Finance Forum 2012 #PrecSem 18. Digital Finance Forum 2012 #PrecSem 19. Digital Finance Forum 2012 #PrecSem 20. Digital Finance Forum 2012 #PrecSem 21. Example: Native Apps Digital Finance Forum 2012 #PrecSem 22. Example: Native Apps AEGON Pension Reform Digital Finance Forum 2012 #PrecSem 23. Example: Responsive Design Challenge Digital Finance Forum 2012 #PrecSem 24. Example: Responsive Design ChallengeChallenges - Considerations Forced order and best practice Screen size optimised image Video playback Table based data Image/content load times Digital Finance Forum 2012 #PrecSem 25. (4) Future expectation: innovation Mobile is the fastest moving technology area Framework apps gaining momentum Trends to keep in eye on: Mobile Payments Near field opportunities Location based promotions QR & AR innovationsDigital Finance Forum 2012#PrecSem 26. Future of shopping QR storesDigital Finance Forum 2012 #PrecSem 27. Discussion points Native iPhone and Android Apps are not the way forward. If you were to start a new website youd consider the designfor mobile as your top priority. Mobile spend should match or exceed your desktop spend inyour digital budget.Digital Finance Forum 2012#PrecSem 28. 4. Website engagementJames Downes Director of Strategy and User Experience 29. Outcomes for your websiteDigital Finance Forum 2012 #PrecSem 30. Attract new customersRetain existing customersBuild trustIncrease reachSell somethingDigital Finance Forum 2012 #PrecSem 31. We need to sell more savings accountsDigital Finance Forum 2012 #PrecSem 32. I need a savingsaccountDigital Finance Forum 2012 #PrecSem 33. As a new parent, I want to save money, sothat I can have enough put aside for whenmy son goes to university.Digital Finance Forum 2012 #PrecSem 34. Decisions arerational andemotionalDigital Finance Forum 2012 #PrecSem 35. We must understand our users, and their motivationWe must balance our outcomes with our usersmotivationWe must respond to the contextWe must engage our audiencesDigital Finance Forum 2012 #PrecSem 36. What is engagement? the process of forming an attachment (emotional and rational) between a person and a brand. engagement measures the extent to which a consumer has a meaningful brand experience when exposed to a particular experience. turning on a prospect to a brand idea enhanced by the surrounding contextDigital Finance Forum 2012 #PrecSem 37. What is engagement? the process of forming an attachment (emotional and rational) between a person and a brand. engagement measures the extent to which a consumer has a meaningful brand experience when exposed to a particular experience. turning on a prospect to a brand idea enhanced by the surrounding contextDigital Finance Forum 2012 #PrecSem 38. It is impossible to engagesomeone if you dont knowwhats motivating them.Digital Finance Forum 2012 #PrecSem 39. Grab their attentionHelp them comprehend the proposition you are makingGive them what they need to make a decisionEnable them to recall you and your offerGive them satisfactionDigital Finance Forum 2012 #PrecSem 40. Voila! The humanbrain.Dr. Michael HfuhruhurrDigital Finance Forum 2012 41. Experience = Rational + EmotionalRational thoughtEmotionalLogical processingIntuitive thoughtAnalytical thoughtCreative thoughtSequentialAll at onceCause and effectHolistic thoughtPragmatic ImpetuousObjective SubjectiveDigital Finance Forum 2012 #PrecSem 42. Making an emotional connectionFramingFeedback loopsGoal setting / AchievementsStoryFamiliarity BiasDigital Finance Forum 2012 #PrecSem 43. Less than a cup of coffee a dayDigital Finance Forum 2012 #PrecSem 44. Digital Finance Forum 2012 #PrecSem 45. Digital Finance Forum 2012 #PrecSem 46. We are engaged bysituations in which wesee our actions modifysubsequent results.Digital Finance Forum 2012 #PrecSem 47. Digital Finance Forum 2012 #PrecSem 48. Digital Finance Forum 2012 #PrecSem 49. We are engaged byexperiences that canbring meaningfulachievementsDigital Finance Forum 2012 #PrecSem 50. Digital Finance Forum 2012 #PrecSem 51. Digital Finance Forum 2012 #PrecSem 52. Digital Finance Forum 2012 #PrecSem 53. Digital Finance Forum 2012 #PrecSem 54. Narrative elements are more believable.Digital Finance Forum 2012 #PrecSem 55. Storytelling is the best way to emotionallyconnect to people. We all have stories incommon so instead of listing facts andfigures on your website, tell the storybehind them.Robert MillsDigital Finance Forum 2012 #PrecSem 56. Info-graphicDigital Finance Forum 2012 #PrecSem 57. Digital Finance Forum 2012 #PrecSem 58. Digital Finance Forum 2012 #PrecSem 59. Digital Finance Forum 2012 #PrecSem 60. We prefer things thatare familiar to us.Digital Finance Forum 2012 #PrecSem 61. Showing personality in your app, website, or brandcan be a very powerful way for your audience toidentify and empathize with you. People want toconnect with real people and too often we forget thatbusinesses are just collections of people. So why notlet that shine through?Aarron WalterDigital Finance Forum 2012 #PrecSem 62. Digital Finance Forum 2012 #PrecSem 63. Digital Finance Forum 2012 #PrecSem 64. Digital Finance Forum 2012 #PrecSem 65. Digital Finance Forum 2012 #PrecSem 66. Digital Finance Forum 2012 #PrecSem 67. Digital Finance Forum 2012 #PrecSem 68. Digital Finance Forum 2012 #PrecSem 69. Digital Finance Forum 2012 #PrecSem 70. Digital Finance Forum 2012 #PrecSem 71. Digital Finance Forum 2012 #PrecSem 72. Digital Finance Forum 2012 #PrecSem 73. Increase conversions by 10%Digital Finance Forum 2012 #PrecSem 74. Increase conversions by 20%Digital Finance Forum 2012 #PrecSem 75. Discussion PointsSuccessful websites are about more than utility, facts andfigures. We need to make our sites personal, relevant andengaging.Compliance prevents us from meaningfully engaging with ourwebsite visitors.Driving users to our website should be the ultimate goal of themajority of our online activity.Digital Finance Forum 2012 #PrecSem 76. Today Presentations8.20 9.15Introduction, Rich media, Blogging and Social NetworksCoffee Presentations9.30 - 10.00Mobile, Website innovation Breakout discussions 10.00 - 11.304 x 15 minutes (musical chairs) Effective digital strategy 11.30 - 12.00 Wrap up12.00Digital Finance Forum 2012#PrecSem