what is best in class in online banking right now

TO DELIVER TO HM BANK AN ONLINE BANKING SOLUTIONTHAT IS BEST IN CLASS AND THAT TRULY SETS IT APART FROM COMPETITION

HM BANKINTERNET BANKINGHM

1:: GOAL


2:: WHAT WE LEARNT ABOUT YOU

We conducted interviews with your various business stakeholders, and your product specialist, and learn everything we could about your current banking.

We know that you want the key features of your online banking to be:

- Account aggregation- Transactions and statements- Payments and transfers- Account servicing- Message centre- Personal financial management tools- Account opening- Innovative ways to improve customer service- Mobile / smartphone / tablet banking

We understood that success means creating online banking user experience that is best in class (measurable KPI - increase in % of user satisfaction using new platform VS. old one, proven in independent user tests and surveys)


2:: DISCOVERY WHAT IS BEST IN CLASS ONLINE BANKING

We did our research into competitors, we found out who is getting the industry and users praise and why, and we accessed the best of the industry research.

So, what is objectively, and in practical terms, best in class in online baking right now ?(Source: Forrester “Trends 2013: Five Trends Shaping The Next Generation Of North American Digital Banking”)

• personalised user experience - users expect personalised experience, and shaping and building their own list, folders, categories and completing their profiles. The most useful way this translates to banking is to e.g. allow mixing of business and personal accounts for small business owners, for consolidated cash flow. Also customisable views - let users see data how they want it. Also allow users to tag their spending, add custom labels and filter by them, search by free keywords, add notes and pictures to transactions



• innovate for mobile and desktop by undercovering users hidden needs - just moving online banking functionality to mobile is not enough - innovate for mobile and desktop and offer new solutions by undercovering users hidden needs - U.S. Bank introduces 'Photo bill pay' - pay the bill by taking a picture of it with a phone, and the software will recognise all details and input them in your payment interface

- Allowing users to see their balance before login on mobile

- 'Safe to spend now' feature - show you what is safe to spend now by deducting all the pending transition and upcoming direct befits, bills ext


• embrace cross channel and maintain continuum of its user experience - e.g. offering human assistance to someone researching online complex products, also allow switching from online to offline channel by allowing to call and off-line agent will pick up and continue with your application, or applying on mobile give you an option to switch an application to desktop etc. Deliver consistency and continuity between various digital touch points

• deliver intelligent contextualise help - like virtual assistant help chat - which brings to online banking the simplicity and reassurance of in-branch banking

• gamification of banking - Simple Banking "Master your finance" - saving for various goals creates challenges that uses enjoy trying to complete



2:: DISCOVERY WHAT IS BEST IN CLASS MOBILE BANKING

What is best in class in mobile banking?

(Source: Forrester “2013 Global Mobile Banking Functionality Rankings”)

• great range of touch points - sms, native Android, iOS and Windows apps, responsive mobile web, tablet apps

• great transactional functionality - full payments functionality available on mobile - account transfers, bills payments, person to person payments, plus using mobile context - e.g. setting up payees from contacts on the phone etc.

• offering useful contextual options - showing information relevant to mobile context i.e. current rates, nearest branch, quick look at 'available to spend now' balance before log in

• offering extensive functionality - the more of what you could do online the better

• improved, simplified login & enrolment - safe and simple setting of a pin code, and other easier ways on verification on mobile. Plus ability to sign up to services from the mobile

• allow to customise transaction history with mobile UGC - e.g. adding pictures to transactions, GEO location etc.


2:: DISCOVERY WHAT IS BEST IN CLASS MOBILE BANKING

Best mobile banking apps are easy to use:

(Source: Forrester “2013 Global Mobile Banking Functionality Rankings”)

• value - showing straight away that user goals can be achieved - i.e. landing pages with prominent links to content and functionality, plus allowing users customise content of home and landing screens

• clear navigation - majority of apps use persistent menu at the bottom of the screen to help users navigate, one uses omnipresent drop down menu

• presentation - plenty of graphics, icons and interactive elements that make apps more intuitive and simple to use

• trust and security - easy access to security and privacy policies, plus contextualised security help

• improved, simplified login & enrolment - safe and simple setting of a pin code, and other easier ways on verification on mobile. Plus ability to sign up to services from the mobile

• have context driven features - e.g. showing users nearest branch and cash machine on home screen, showing current local exchange rates, advising on banking charges when user is abroad, plus contextualised offers and products


2:: DISCOVERY COMPETITORS

User opinion on Barclays: “You have to search around for practically everything. It is not very intuitive and feels really cluttered”

User opinion on Lloyds: “Feels dated and very limited. It is simple to use though”


2:: DISCOVERY COMPETITORS - VOTED BEST IN THE UK

Nationwide was voted “Best Overall Online Provider” 2013 by YourMoney.com.

User opinion: “Gets the job done. There is plenty of features I never used. I see no need. I’m used to it so I find it easy”


2:: DISCOVERY COMPETITORS - VOTED BEST BY USERS & business insiders

User opinion: “it's actually fun to check my balance and goals”, “Amazing and cool, banking at its best”, “Amazingly simple to use, with all the complexity removed, instead there is place for features I actually WANT to use”


2:: DISCOVERY USERS VIEWS ON ONLINE BANKING

We have listened to what users like and dislike in online banking:

(Source: forums.moneysavingexpert.com)

General dislikes: • cluttered layout and having to look for things

• adverts and trying to sell me products

• lack of online assistance -”No online assistance. If you have a problem with online banking you can email them, but they don't reply

• not detailed information available on demand (e.g. cheques still pending, account paid in details, mortgage account numbers etc.)

• fancy looks instead of full fledged functionality on mobile - "sure it looks fancy, but you can only view your balance, and last 6 transactions, and transfer money to yourself"

• dislike for not intuitive interfaces

• business account have completely different layout to personal accounts

• unable to connect my business accounts with my personal accounts

• alternative ways of verification / login in when forget your log user id number


2:: DISCOVERY USERS VIEWS ON ONLINE BANKING

General likes: • intuitive to use and simple

• looks clean and uncluttered

• you can do everything on mobile as you can do online

• instant / real time show of transactions made

• showing which transitions are still pending and breakdown of them

• customisable and detailed notification

• live chat help


3:: YOUR RECIPE FOR BEST IN CLASS PRODUCT

How do you achieve best in class online baking solution?

(Source: Our combined industry insight & user research intelligence)

• focus on most used tasks and make them great - less is more. Make the popular features great, and standing out from other solution available on the market. You’ll achieve that by answering your users real needs

• support your key user tasks with useful features that meet their needs

• add 'live chat' with advisor - available from all screens

• offering extensive functionality - the more of what you could do online the better

• let users personalise data and its view - let users freely label & categorise their transaction, and make the history sortable by custom labels, and searchable by free keywords.

• create mobile app with desktop functionality plus contextualised content - let users achieve everything they could on desktop, plus contextualise and build on mobile specific data - location, time, mobile contacts etc.



Your users really care for three types of actions / tasks when banking online:

(Source: Forrester research)


Discover your users real needs:


I want easily and quickly make payments via my

mobile, while I am on the go

JULIA, 29, IT support, single,extensive internet & social media user, uses mobile banking 3 x a week, and online banking twice a month

TRACY, 38, part time school assistant, divorced, mum of 2, extensive social media user, uses mobile banking 2 x a week, online banking once a week

KATE, 49, customer service assistant, married, 2 children, moderate internet & social media user, uses mobile banking 4 x a week, and online once a month

TOM, 48, plumber, married,father of 2, medium internet user, uses mobile banking 6 x a week, online banking 3 times a week

STEVE, 19, student, extensive internet user, uses mobile banking 4 x a week, online banking once every two months

CRAIG, 62, retired, married,father of 4, low internet user, uses online banking twice a month

I’m not great with money, and I often overspend. I �nd it confusing when I pay for

things, but later my account gets overdrawn. Why?

I need to see how much money I have left till my next pay, I also need to track my spending and make quick payments

I want to see clearly which transactions are pending. If I’m unsure about anything, I

want a way to quickly ask for help

I want to clearly see how much I can spend. Also I’d like to have a ‘safety net’ -

money which I can use when I run out

I want to ask for help when I need it. I sometimes don’t

know what money was taken for - can description

be clearer?

I want to browse my trans-actions easily, and personal-

ise them, so I know what they were - that would

make it easier

I want to see exactly how much I can spend, without

defaulting on my direct debit for mobile and other

regular paymentsI want to pay for things

straight from my mobile, as sometimes this is most con-

venient and quickest

I need to quickly check on the go if customer paid me

for the job, I also need to see if the cheques I paid in

cleared

I like to see how much I spent while socialising, and

I keep an eye on my bal-ance on regular basis. Also, I

need easy way of saving

I want to be able to easily track my spending and know where exactly my

money is going. Sometimes I don’t recognise transac-

tions

I �nd internet banking con-fusing, I need It to be

simple to use. Why does it have to look so complicated

?


Map your user needs to most frequently used online banking tasks, and try adding features and functionality to them, that answers your users needs :

ACCOUNT BALANCE

PAYMENTS

TRANSACTION HISTORY

USER NEEDSUSER TASKS TASK FEATURES TO ADDRESS NEEDS

I want easily and quickly make payments via my mobile, while I am on the go

I need to see how much money I have left till my next pay

I get confused when I can pay for things, but then I get overdrawn

I want to see clearly how much I can spend. I’d also like a ‘safety net’

I want to see exactly how much I can spend, without defaulting on standing orders

I need to see quickly if customers paid me for the job, and if the cheques cleared

I want to browse my transactions easily, and personalise them, so I know what they are

I want to easily track my spending. Sometimes I don’t recognise transac-tions

I need to quickly check if customer paid me for a job

I need to make quick payments

I need to pay for things straight from my mobile, as well as make transfers, as sometimes this is most convenient and quickest

FREE TOSPEND NOW

CLICKABLEBREAKDOWN

of balance

SHOW PENDING

ALWAYS VISIBLE

SAVINGPOCKETS

SETTINGRESERVES

ONE PLACETO MAKE

ALL

EASY ACCESSIBLE &

QUICK

ALWAYS FROM ALL

touch-points

SEARCHABLE BY FREE

KEYWORDS

FREETAGGING &LABELLING

ADDING NOTES

GEO TAGGING

ADD PICTURE




Address user needs in your online banking dashboard, so users can see the value straight away:

I want easily and quickly make payments via my

mobile, while I am on the go

ACCOUNTBALANCE PAYMENTS

TRANSACTIONHISTORY

KEY TASKS USER NEEDS

ONLINE DASHBOARD

TASK FEATURES thataddress users’ needs

ONE PLACETO MAKE

ALL

EASY ACCESSIBLE &

QUICK

ALWAYS FROM ALL

touch-points

SEARCHABLE BY FREE

KEYWORDS

FREETAGGING &LABELLING

ADDING NOTES

GEO TAGGING

ADD PICTURE


TRANSACTIONHISTORY

I’m not great with money, and I often overspend. I �nd it confusing when I pay for

things, but later my account gets overdrawn. Why?

I need to see how much money I have left till my next pay, I also need to track my spending and make quick payments

I want to see clearly which transactions are pending. If I’m unsure about anything, I

want a way to quickly ask for help

I want to clearly see how much I can spend. Also I’d like to have a ‘safety net’ -

money which I can use when I run out

I want to pay for things straight from my mobile, as sometimes this is most con-

venient and quickest

I want to browse my trans-actions easily, and personal-

ise them, so I know what they were - that would

make it easier

I want to see exactly how much I can spend, without

defaulting on my direct debit for mobile and other

regular payments

I need to quickly check on the go if customer paid me

for the job, I also need to see if the cheques I paid in

cleared

I like to see how much I spent while socialising, and

I keep an eye on my bal-ance on regular basis. Also, I

need easy way of saving

I want to be able to easily track my spending and know where exactly my

money is going. Sometimes I don’t recognise transac-

tions

FREE TOSPEND NOW

CLICKABLEBREAKDOWN

of balance

SHOW PENDING

ALWAYS VISIBLE

SAVINGPOCKETS

SETTINGRESERVES

FREE TOSPEND NOW

FREE TOSPEND NOW

ALWAYS FROM ALL

touch-points

ALWAYS FROM ALL

touch-points

FREE TOSPEND NOW

FREE TOSPEND NOW

FREE TOSPEND NOW

SEARCHABLE BY FREE

KEYWORDS

SEARCHABLE BY FREE

KEYWORDS

SEARCHABLE BY FREE

KEYWORDS

ADDING NOTES

ADDING NOTES

SAVINGPOCKETS

SAVINGPOCKETS

SHOW PENDING

SHOW PENDING

EASY ACCESSIBLE &

QUICK

EASY ACCESSIBLE &

QUICK

ADD PICTURE

ADD PICTURE

ONE PLACETO MAKE

ALL

SEARCHABLE BY FREE

KEYWORDS

CLICKABLEBREAKDOWN

of balance


1:: GOAL3:: YOUR RECIPE FOR BEST IN CLASS PRODUCT

Support key user tasks by easy access and help:

additional user tasks

ACCOUNTBALANCE

MULTI FACETEDLOGIN

INSTANT SUPPORT

CHATPAYMENTS

TRANSACTIONHISTORY

easy access key user tasks omni-prominent help

I want to ask for help when I need it.

If I’m unsure about anything, I want a way to

quickly ask for help

I need alternative ways of veri�cation / login in when

forget your log user id number

I want other optionsof logging in, when I

forget my User ID,or banking number



What are the needs for login screen:

ONLINE BANKINGLOGIN

provide me with tips,if I can’t remember details

on mobile, make it simpler.

I already have a pin on mobile

don’t distract me with things I don’t need now

log me log in otherways

I ignore things I don’t use

I don’t remembermy login numeric user ids

help me quickly if I can’t log in



How login screen can support users’ needs for simplicity and help:

PLEASE LOGIN using your ID Any trouble? Can we help you?

Or, if you prefer, you can always call us on 0800 700 333

Don’t remember your ID? It’s fine!Login using debit card details.

Alternatively, you can always log inby answering some (very)personal questions

Your banking IDSpeak directly to our adviser Amy, who will help you in minutes

Your password

LOGIN Type your question here.......

MULTIPLE LOGIN METHODS LIVE HELP - ONLINE AND OFFLINE



What are users expectations and needs for great online banking dashboard :

ONLINE DASHBOARD

simple

make it obvious,I don’t want to

search for things

easy to use

help me quicklywhen I need it


don’t make it cluttered


intuitive

focus on things I do most

unless it answersmy need clearly,I will never use it



First draft of application IA - possible sitemap & task flow :



Possible dashboard layout configurations :



Your recent transactions

FREE NOW : £1350.75

£4.65

£87.19

£6.50

£55.23

£8.75

£95.00

£97.50

£135.00

7MAY

11:45am

6MAY

19:45pm

6MAY

11:45am

4MAY

12:48am

3MAY

10:35am

3MAY

10:15am

2MAY

21:45pm

1MAY

2:45pm

Any question? I can help! Or, if you prefer, you can

always call us on 0800 700 333

£2949.70 is your total balance, - £11200 in upcoming payments, - £478.95 in pending transactions

Pay To

From When

Costa in WoodleyMy note - catch up with Amy, #coffee, #change

Sainsbury’s in CalcotWeekly shop, #food

Cancer Research in RichmondMy note - catch up with Amy, #coffee, #change

BP in TeddingtonMy note - catch up with Amy, #petrol

Costa in WoodleyMy note - catch up with Amy, #coffee, #change

British Gas - standing order#gas, #bills

search by keyword

London Street Brasserie in ReadingDinner with Dave, #treat

Vintage Scarlet in BathCouple of tops and a dress, #clothes, #overspending

LOG OUT

Speak directly to our adviser Amy, who will help you in minutes

Type your question here.......

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£ select

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HOW TO MAKE MOST OF YOUR HM ACCOUNT

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Using saving pockets

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TRANSACTIONHISTORY

How dashboard can service 3 key user tasks, and answer to user needs and expectations :

simple

make it obvious,I don’t want to search for things

easy to use

help me quicklywhen I need it


don’t make it cluttered


intuitive

focus on things I do most

unless it answersmy need clearly,I will never use it



Recommendations for mobile & responsive web:

• provide full desktop transactional functionality - let users bills and people and make transfers

• include contextual data - show nearest branches and cash machines

• use mobile data and mobile capacities - allow users to tag transactions with photo notes - e.g. receipts or pictures of purchases, allow adding payees from phone contacts

• allow easy cross channel experience - provide phone numbers and address for offline help

• make logins simple - safe and simple setting of a pin code, and other easier ways on verification on mobile

• easy and consistent cross whole application navigation - that will include global and contextual links

• show value to user straight away - prominent links on landing screen to key tasks and functionality

what is best in class in online banking right now

Design

current banking

online banking thesimplicity

online banking user

mobile safe

hm bankinternet banking

mobile context

mobile ugc

hm bankinternet banking