how to create banking and insurance websites that dont suck
DESCRIPTION
lides shown at the Optimal Usability Breakfast Briefing held on 26 November 2009 in Wellington, New ZealandTRANSCRIPT
Trent Mankelow
How to createBanking and insurance websites that don't suck
Source: World Internet Project, 2008
“New Zealanders are eager to engage with the opportunities presented by the Internet” – World Internet Report, 2008
Source: 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 2011
Source: http://www.msnbc.msn.com/id/20093431/
Source: http://www.pagetutor.com/trillion
The PROBLEM
Source: http://www.getamco.com
WHY do so many financial services websites suck?
1. Ugly systems2. Risk-adversity3. Project-focus instead of customer-focus4. Inside-out thinking
• “The primary reason we’ve 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 don’t 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
Don’t 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
Advertising
Service design takes into account the whole customer journey
Web, mobile & PC interfaces
Customer-facing staff
Communications & mailings
Physical environments
Support 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 money
• Banks 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 online
• THE PROBLEM: Financial services websites aren’t making the most of the opportunity, because of
1. Ugly systems2. Risk-adversity3. Project-focus instead of customer-focus4. Inside-out thinking
• THE SOLUTION: To create brilliant websites you have to design from the outside in, using Service Design
• THE OUTCOME: Loyal, happy customers and increased revenue
Thank [email protected]
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