the good, bad and the ugly. mobile banking in nz. designing for mobility
Post on 19-Oct-2014
1.275 views
DESCRIPTION
Kris and Michael attended and presented at Designing for Mobility in Melbourne, March 2013.TRANSCRIPT
![Page 1: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/1.jpg)
The good, the bad and the ugly: Mobile Banking in New ZealandKris Nygren & Michael Dutton
Designing for Mobility 2013
Melbourne
![Page 2: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/2.jpg)
Some of us…20 UX consultants and designers in Auckland and Wellington
![Page 3: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/3.jpg)
Disclaimer (and credentials!) – we have worked with most New Zealand banks on more than 100 projects
![Page 4: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/4.jpg)
http://services.google.com/fh/files/blogs/our_mobile_planet_new_zealand_en.pdf
TNS Mobile Life study (New Zealand) 2012
Mobile and mobile banking were hot trends in NZ in 2012 (penetration:)
![Page 5: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/5.jpg)
Google Analytics
Banking (NZ)
Mobile banking (NZ)
Google search trends told the same story:
![Page 6: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/6.jpg)
By mid-2012 it was like a mad race with New Zealand banks announcing new mobile banking offerings on a weekly basis!
![Page 7: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/7.jpg)
But lets step back and look at the bigger picture…
![Page 8: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/8.jpg)
6 billion mobile connections
1.2 billion mobile web users
1 billion smartphone handsets
Global mobile stats in 2012…
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#subscribershttp://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#smartphonepenetration
![Page 9: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/9.jpg)
Pop Quiz!
Rank Country Subscribers(millions)
1 China 1,1002 India 6993 USA 3224 ? 2605 Brazil 2596 Russia 2277 Japan 1288 ? 1209 Germany 11410 ? 107
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#chinasubs
Where is mobile growing?
![Page 10: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/10.jpg)
Pop Quiz!
Rank Country Subscribers(millions)
1 China 1,1002 India 6993 USA 3224 Indonesia 2605 Brazil 2596 Russia 2277 Japan 1288 Pakistan 1209 Germany 11410 Nigeria 107
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#chinasubs
Where is mobile growing?
![Page 11: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/11.jpg)
2009
What about growth in mobile banking?
2013 2015
55m
550m
1.1bn
http://www.berginsight.com/News.aspx?m_m=6&s_m=1
+2000%
http://www.prweb.com/releases/2010/02/prweb3553494.htm
http://www.ababj.com/tech-topics-plus/m-banking-530-million-users-by-2013-2695.html
![Page 12: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/12.jpg)
http://mobithinking.com/
blog/china-top-mobile-market
China 2012:>1 billion mobile subs>400m mobile web users
![Page 13: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/13.jpg)
http://mobithinking.com/banking-the-unbanked
The global trend is for “un-banked” and “under-banked” consumer segments driving the growth in mobile banking
![Page 14: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/14.jpg)
Pop Quiz!
This country has 29 million mobile subscribers.
65% (19 million) use mobile money services.
Where am I?
Q:
A:http://www.cck.go.ke/resc/statcs.html
![Page 15: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/15.jpg)
Pop Quiz!
This country has 29 million mobile subscribers.
65% (19 million) use mobile money services.
Where am I?
Q:
A: Kenyahttp://www.cck.go.ke/resc/statcs.html
![Page 16: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/16.jpg)
And it turns out it’s the same trend in the US as in China, India and Kenya….
![Page 17: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/17.jpg)
The “unbanked” and “underbanked” are key to growth – adoption among younger, minorities, lower income segments are driving growth in the US
![Page 18: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/18.jpg)
?But the question we really wanted to answer…
who provides the BEST mobile banking experience in New Zealand?
![Page 19: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/19.jpg)
So, UX consultancies regularly study the usability of internet and mobile banking…
![Page 20: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/20.jpg)
…and there is a plethora of mobile banking “awards”
![Page 21: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/21.jpg)
…and sometimes its just one guy’s opinion!
![Page 22: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/22.jpg)
So we asked ourselves - as UX researchers and designers - if we were to evaluate mobile banking offerings as objectively and scientifically as possible, …how would we do it?
![Page 23: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/23.jpg)
This is how. Evaluate each offering against 5 core criteria:
![Page 24: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/24.jpg)
Usability
Interaction design
FeaturesUser ratings
Platforms
We assessed all New Zealand banks (and US giant) and plotted them on a pentagon spider-diagram
![Page 25: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/25.jpg)
Usability
Interaction design
FeaturesUser ratings
Platforms
Big graph area = good
![Page 26: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/26.jpg)
Usability
Interaction design
FeaturesUser ratings
Platforms
Small graph area = bad
![Page 27: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/27.jpg)
Before we start, however, it’s important to understand the relative size and resources of the banks we evaluated…
TSB Bank ~$200m revenue
JP Morgan Chase $100bn+ revenue
![Page 28: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/28.jpg)
FeaturesUser ratings
Platforms
We started with some secondary research – looking at publically available data
![Page 29: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/29.jpg)
iPhone Y Y Y Y Y Y y y
iPad N Y N N N N y y
Android Y Y Y Y Y N y y
Windows Y N N N N N y N
Open accounts N N Y N N Y N N
No log-in balances Y Y Y N N N N N
4/5 digit log-in Y N Y Y Y N N Y
View account balances Y Y Y Y Y Y Y Y
View transaction lists Y Y Y Y Y Y Y Y
Transfer between accounts Y Y Y Y Y Y Y Y
Bill payment Y Y Y N Y Y Y N
Set up payees - From Mobile N N N N N Y Y N
View automatic payments N Y Y N Y Y N Y
Change upcoming payments N N Y N Y y N N
View term deposits Y Y Y N Y y N N
View mortgages & loans Y Y N Y Y Y Y Y
View KiwiSaver Y N N N N N N N
Pay tax N N N N Y Y N N
Alerts: Text N N N N N Y Y N
Push N N N N N Y Y Y
Email N N N N N Y Y N
Foreign exchange, rates etc. Y N N N Y Y N N
Share trading N N N N N N N y
NFC N N N N N y N N
Location based services Y N Y N N N Y Y
Pay to mobile Y N N Y N Y N Y
Pay TradeMe sellers Y N Y N N N N N
Pay to Facebook friends Y N N N N N N N
Personalise account N N N N N Y N N
Personalised service N N N N Y N N N
Picture cheque deposits N N N N N N Y N
Loyality scheme points Y n N N N N Y N
Secure Messaging Y N N N Y Y N N
App store - latest version 4.53 3.33 4.55 1.82 4.35 4.45 2.34 2.19
App store - all versions 3.31 1.87 4.16 1.82 4.35 4.45 3.49 3.00
Google play 3.94 2.93 4.50 3.93 4.35 4.24 3.92Ratin
gFu
nctio
nalit
yPl
atfor
m
It turned into this heat-map…
![Page 30: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/30.jpg)
Features
How many is enough?
How many
is too
many?
We looked closely at the features provided – both core and non-core
![Page 31: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/31.jpg)
![Page 32: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/32.jpg)
Here is how they ranked on features…tiny TSB at the top!
![Page 33: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/33.jpg)
User ratings
Next we looked at the user rating in the app stores (which must be taken with a grain of salt…)
![Page 34: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/34.jpg)
And there were some clear winners and losers
![Page 35: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/35.jpg)
Platforms
Finally, we looked at how many platforms banks make their mobile offering available on
![Page 36: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/36.jpg)
Revealing a wide spread with TSB and ANZ potentially excluding a large part of their customer base
![Page 37: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/37.jpg)
Usability
What to
test? Who:
Millennials
Where?
Method
As UX consultants, we believe that comprehensive usability testing was critical to a robust evaluation
![Page 38: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/38.jpg)
…so we recruited real bank customers and tested all the mobile banking apps in our specialist mobile user testing lab in Auckland and Wellington
![Page 39: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/39.jpg)
In
Action!
![Page 40: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/40.jpg)
Big gap between the best and the worst…and as expected, a strong (inverse) relationship between usability issues and
SUS (system usability score)
![Page 41: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/41.jpg)
On balance, Westpac and ASB provided the most ‘usable’ UI
![Page 42: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/42.jpg)
Interaction design
Finally, we asked five UX consultants and interaction designers to assess how well designed each mobile
banking app was
![Page 43: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/43.jpg)
We created a robust evaluation framework, which enabled independent assessment and scoring of each banking app
![Page 44: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/44.jpg)
And yet again, it revealed a big gap between the top and bottom performers
![Page 45: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/45.jpg)
We didn’t feel all criteria were equally important, so we weighted them to emphasise the most important aspects
![Page 46: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/46.jpg)
?So, how did they all stack up?
![Page 47: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/47.jpg)
This should start to give you a picture…
![Page 48: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/48.jpg)
Usability
Interaction design
FeaturesUser ratings
Platforms
56.01
In the end, ANZ achieved the lowest score due to a lack of features, few platforms and poor user ratings
![Page 49: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/49.jpg)
Usability
Interaction design
FeaturesUser ratings
Platforms
77.83
ASB, by contrast achieved strong scores across all criteria
![Page 50: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/50.jpg)
Usability
Interaction design
FeaturesUser ratings
Platforms
74.86
In fact, giant US Bank JP Morgan Chase (often held up as a benchmark in mobile banking) came in second to ASB
![Page 51: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/51.jpg)
77.8374.86 68.83 67.35Scores:
![Page 52: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/52.jpg)
Finally, some key insights from this study…
• Is “feature bloat” a problem in terms of mobile banking UX? Not if the app is well designed.
• It’s really hard to measure good design!
• Good mobile usability and features can make people switch banks!
• Americans still use cheques!
• And, these findings are already out of date…
![Page 53: The good, bad and the ugly. Mobile banking in NZ. Designing for mobility](https://reader037.vdocument.in/reader037/viewer/2022110301/54437c92b1af9f640a8b456c/html5/thumbnails/53.jpg)