symplicit mobile banking customer experience june 2009 v1.0

© Symplicit Pty Ltd, 2002 - 09

Mobile Banking is Here:How can it enhance the customer experience?

Jodie Moule - Director User Experience

Ben Green – Senior User Experience Specialist (mobile)

June 2009


What are we going to talk about?

• Establishing the mobile customer experience

• When is mobile a better experience than other channels?

• Audience focus can inform the device strategy


Mobile Landscape: Experience Evolution

2005 2007 2009


Customer Experience is a differentiator: Bank of America


How do you establish the mobile customer experience?


Interact with people in their own environment


Observing users is critical because…

• They may not do what we think they do

• They may not do what they say they do

• They may not do what they think they do


What methods to use to observe users?


How do you establish the mobile customer experience?

• Observe what your users do in context

• Prototype and iterate your design

• Validate with end users and incorporate feedback

• Focus on the unique capabilities of mobile


When is mobile a better experience than other channels?


Case Studies


Case Study: BigPond Music – Website & Mobile

Identifying what made sense on mobile…

• Contextual enquiry• Prototype and test• Continuous improvement

Competitive edge through ongoing research:30% increase in sales via the mobile channel


Buying a track from mobile is easier than from the web

Multiple form steps

1 click to purchase


Case Study


Expanding your market opportunities


Cross channel experience: Web, Mobile, Print…

Introducing online auctions

• Print reference codes in the paper used to bid on an auction from mobile

• SMS notifications of auction progress

Result: significant usage increase for web…


When is mobile a better experience than other channels?

• When it can compliment other channels

• Extending your market reach

• When it uses the unique benefits of the phone


Audience focus helps inform your device strategy


A device strategy is required for a diverse market

• There are numerous devices and platforms in the mobile channel

• The are challenges to delivering a consistent customer experience across multiple devices and platforms

• The audience and the services being offered are key factors in determining a device strategy


The mobile web provides reach and standardisation


Platform: Emergence of the App stores


Who are you trying to reach. And who’s trying to reach you.

• Different audience segments often align themselves with different device types

• Price, plans and capabilities are a major factor

• Website stats can tell you what kind of devices are trying to access your services online


Customer Experience: Device and Platform Strategy

• Consider your audience

• Consider the requirements of your services – what capabilities are required?

• Mobile web offers the most reach

• Applications offer the rich native experiences for particular platforms


The mobile customer experience…

• Engages with users through research

• Prototypes design and iterates through testing

• Focuses on the unique opportunities that mobile provides

• Focuses on how your mobile channel can compliment the user experience

• Lets your audience segments inform your device strategy


Get in touch with us…

Jodie Moule, Director

• Ph: (03) 9670 3385

• Mob: 0415 288 823

• [email protected]

Ben Green, Experience Consultant

• Ph: (03) 9670 3385

• Mob: 0439 313 223

• [email protected]

Symplicit Pty LtdLevel 1, Suite 103, 757 Bourke St, Vic.

Website: www.symplicit.com.au

Follow us @symplicit

symplicit mobile banking customer experience june 2009 v1.0

Business

mobile customer experience

mobile web

mobile channel

mobile landscape

mobile banking

better experience

unique capabilities

experience evolution