Perfecting the banking user experience - Simon Clarke, Suncorp

Simon Clarke is the head of Online Banking at Suncorp. 9th Annual Innovators Conference – presentation day 2, March 8th @ the Palazzo Versace, Gold Coast, Australia

Transcript

1. Perfecting the Banking User Experience Annual Innovators Conference 1 Suncorp Bank
2. Agenda 2 Suncorp Bank  What is user experience?  Banking UX in action  Challenges with banking UX  Case study: designing the user experience for a mobile banking app  Takeaways for integrating UX into your business
3. Without User Experience… 3 Suncorp Bank Image sources: http://blog.silive.com/ http://www.soundreservoir.com.au/ http://sourbrains.org/
4. 4 Suncorp Bank UX in Action…
5. 5 Suncorp Bank “I’ve just started university and need some accounts for my wages to go into”. “I might need a savings account too so I can save for my holiday with friends to Bali” “I want to be able to do all my banking on my mobile but I also use my iPad when researching stuff” Sandra
6. 6 Suncorp Bank Sandra does some research after work on her iPad. After hearing some good things from a friend, she visits suncorpbank.com.au
7. 7 Suncorp Bank Sandra reads through the options on the website “The website is easy to use, it uses basic language and looks quite fresh as well”
8. 8 Suncorp Bank Sandra initially has a question. Since she’s not in a rush, she sends an email on the website. This automatically creates a lead in the bank’s CRM. Sandra gets her answer the following day.
9. 9 Suncorp Bank Sandra decides to apply for an everyday & savings account with Suncorp Bank “I like the application form, it seems to have been designed for my iPad which makes it easy to fill out”
10. 10 Suncorp Bank “Wow, that was easy, I don’t need to go to a branch which suits me as I don’t get much time to get to one” Sandra is then identified online and her account numbers are given to her straight away
11. 11 Suncorp Bank Sandra mainly does her banking on her mobile so registers for mobile banking “I like being able to access my balance with just a PIN. I can even see my main account just by swiping”
12. 12 Suncorp Bank Sandra logs on and notices the goals feature. To ensure she can get to Bali, she sets up a goal within the app “It’s handy that the app transfers money into my holiday account and shows where I’m at ”
13. 13 Suncorp Bank Sandra’s friend, who is with Suncorp Bank too, is organising the holiday. At a coffee catch-up, Sandra bumps money to her. “I’ve used this twice now to pay money to my friend, so much easier than remembering account numbers”
14. 14 Suncorp Bank Sandra needs a bank statement for the real estate agent so jumps onto Internet Banking. She takes a look at the personal loans offer displayed to her. “I like the information & calculators on car loans as I’m thinking about getting a new car in a few months” View Statements Special offer for Internet Banking users! Apply for a Personal Loan
15. Suncorp Bank What is User Experience? Define a User Goal or Need Focus on the journey of the user’s goal Product Channels Marketing Technology Define Business Objectives Meet User Need
16. 16 Suncorp Bank Having a great end to end user experience is crucial to acquiring and supporting our customers online
17. UX for Banking 17 Suncorp Bank Challenges for us Image sources: blog.lnsresearch.com http://netbrawl.com
18. UX for Banking 18 Suncorp Bank Challenges for us
19. UX for Banking 19 Suncorp Bank Challenges for us
20. 20 Suncorp Bank Case Study: UX For Mobile Banking Apps
21. Business Objectives 21 Suncorp Bank  Development of a “native app” for usage on iPhone and Android devices. This includes tailoring existing mobile banking functionality to enable a native user experience as well as taking advantage of native features and technologies  Develop peer to peer payment and digital wallet capability to support emerging payments initiatives for the bank  Enable mass market and targeted marketing functionality to increase “main bank customers”  Develop capability to enable contactless payments via the Suncorp Bank mobile app
22. Scope of Work 22 Suncorp Bank
23. Transition to UX Driven Project 23 Suncorp Bank
24. Inception Workshops 24 Suncorp Bank
25. Inception Workshops 25 Suncorp Bank
26. Inception Workshops 26 Suncorp Bank
27. Inception Workshops 27 Suncorp Bank
28. Inception Workshops 28 Suncorp Bank
29. Inception Workshops 29 Suncorp Bank
30. Inception Workshops 30 Suncorp Bank
31. Bringing Concepts to Life 31 Suncorp Bank
32. User Testing and Behaviours 32 Suncorp Bank
33. App Delivery… 33 Suncorp Bank
34. Takeaways 34 Suncorp Bank • Encourage your team and stakeholders to think end to end • Look at competitors but look at other industries • Can your product or service be purchased / opened & serviced across all your touchpoints? • Get a team of varied backgrounds together and sketch the experience • Bring your sales & frontline staff in from day 1 • Test ideas, test prototypes, test code along the way with customers • Focus on the journey and not the siloed initiative at hand…