Re-imagine banking – designing a mobile first experience Mobile Marketing Finance Summit 2015

What we’ll cover

Why mobile? Why now?

Thinking like customers

Humanising the experience

Top tips

Mobile Marketing Finance Summit, 10th September 2015

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Why mobile, why now…

64% of UK population are

smartphone users

Active paypal accounts have doubled in the

last 4 yrs (162m accounts globally)

UK expected to close up to 75% of branches in next decade

14.7m mobile banking app

downloads in UK

Mobile banking interactions now overtaken online

77% customers use online or mobile banking at least

once a mth

Mobiles & tablets used to transfer over

£1.7bn funds per week

1 in 10 Brits say they’ll switch to a digital-only bank

when services available

Mobile Marketing Finance Summit, 10th September 2015

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“Our busiest branch in 2014 is the 7:01 from Reading to Paddington – over 167,000 of our customers use our Mobile Banking app between 7am and 8am on their commute to work every day.” Ross McEwan, The Royal Bank of Scotland plc

Mobile Marketing Finance Summit, 10th September 2015

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“It’s plain to see that a perfect storm of competition, technology, shifts in customer behavior and regulation looks set to wreak havoc on the businesses we trust with our money. It’s a matter of when, not if, banking will be reinvented.” James Haycock, author Bye Bye Banks

Mobile Marketing Finance Summit, 10th September 2015

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Customer pet hates?

Mobile Marketing Finance Summit, 10th September 2015

•  Can’t do what I want to do on my mobile app

•  Too many passwords to remember

•  Get locked out of my account

•  Hate being put on hold / queuing

•  Banks are outdated Source: Atom research

Mobile banking – born from an efficiency agenda

centralisation automation offshoring self service

Mobile Marketing Finance Summit, 10th September 2015

Think like a customer…

How to make a big bank small

  can I do what I want to do?

  what do I want to do next?

  can I use my device to make things easier or better?

  does the experience learn from what I do?

  what’s in it for me?

  do I feel positive about the experience?

Mobile Marketing Finance Summit, 10th September 2015

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Be functional, but don’t forget we’re human

“When dealing with people, remember you are dealing not with creatures of logic but with creatures of emotion”

Dale Carnegie, American writer & lecturer

Mobile Marketing Finance Summit, 10th September 2015

Bring to life the human side of your brand Make it personal

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Show your personality

Bring to life the human side of your brand

Mobile Marketing Finance Summit, 10th September 2015

Digital gives us the opportunity to connect in a meaningful way by merging humanity & tech

Mobile Marketing Finance Summit, 10th September 2015

How to create a compelling mobile experience

1.  Design from a mobile first perspective – less is more

2.  Think like customers – get input and iterate

3.  Use features native to the device to help you build the best experience

4.  Digital isn’t one size fits all

5.  Design an experience that connects emotionally – your best marketing asset is customer engagement!

Top 5 tips:

Mobile Marketing Finance Summit, 10th September 2015

Thank you

@atom_lisaw