How To Create Banking And Insurance Websites That Dont Suck
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Transcript of How To Create Banking And Insurance Websites That Dont Suck
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Trent Mankelow
How to createBanking and insurance websites that don't suck
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Source: World Internet Project, 2008
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“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
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Self-service is becoming more and more normal
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North American consumers will spend $1.3 trillion at self-service machines by 2011
Source: http://www.msnbc.msn.com/id/20093431/
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Source: http://www.pagetutor.com/trillion
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The PROBLEM
Source: http://www.getamco.com
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WHY do so many financial services websites suck?
1. Ugly systems2. Risk-adversity3. Project-focus instead of customer-focus4. Inside-out thinking
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• “The primary reason we’ve made it so damn difficult for people to get stuff done is.... Ugly Systems”
• – Tom Peters
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Out-of-the-box systems are always ugly
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“60% of end users find enterprise applications somewhat difficult, very difficult or almost impossible to use.”
- CIO.com, May 2008
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Financial services companies don’t take enough risks
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Parity is not a strategy!
“Create products and services that
are worth marketing in the
first place”
– Seth Godin
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Source: http://gizmodo.com/5333805/bank-lets-customers-deposit-checks-with-iphone-photos
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Source: http://www.timesonline.co.uk/tol/money/consumer_affairs/article6808494.ece
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Don’t take enough risks
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Project-focussed instead of customer-focussed
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Think inside-outSource:
http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html
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SYSTEMS
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PROCEDURES
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TOUCHPOINTS
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INTERACTIONS
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EXPERIENCES
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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
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The OUTCOMES
1. Help people manage their finances
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2. Improve financial literacy
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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
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3. Create opportunities to cross-sell and up-sell
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"Each customer-facing channel is an instrument in a symphony" - Subject to Change
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From http://servicedesigntools.org
Methods
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In summary...
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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
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Thank [email protected]
Join usability experts from Europe, Asia, North America, Australia and New Zealand for our first ever…
UX MasterclassMarch 2010Auckland, NZ
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