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Perfecting the banking user experience - Simon Clarke, Suncorp

TSWG Innovators 2013
March 08, 2013
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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

TSWG Innovators 2013

March 08, 2013
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Transcript

  1. 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
  2. 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
  3. 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
  4. 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”
  5. 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.
  6. 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”
  7. 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
  8. 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”
  9. 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 ”
  10. 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”
  11. 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
  12. 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
  13. 16 Suncorp Bank Having a great end to end user

    experience is crucial to acquiring and supporting our customers online
  14. UX for Banking 17 Suncorp Bank Challenges for us Image

    sources: blog.lnsresearch.com http://netbrawl.com
  15. 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
  16. 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…