Symplicit Mobile Banking Customer Experience June 2009 V1.0
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Transcript of 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
© Symplicit Pty Ltd, 2002 - 092
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
© Symplicit Pty Ltd, 2002 - 093
Mobile Landscape: Experience Evolution
2005 2007 2009
© Symplicit Pty Ltd, 2002 - 094
Customer Experience is a differentiator: Bank of America
© Symplicit Pty Ltd, 2002 - 095
How do you establish the mobile customer experience?
© Symplicit Pty Ltd, 2002 - 096
Interact with people in their own environment
© Symplicit Pty Ltd, 2002 - 097
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
© Symplicit Pty Ltd, 2002 - 098
What methods to use to observe users?
© Symplicit Pty Ltd, 2002 - 099
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
© Symplicit Pty Ltd, 2002 - 0910
When is mobile a better experience than other channels?
© Symplicit Pty Ltd, 2002 - 0911
Case Studies
© Symplicit Pty Ltd, 2002 - 0912
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
© Symplicit Pty Ltd, 2002 - 0913
Buying a track from mobile is easier than from the web
Multiple form steps
1 click to purchase
© Symplicit Pty Ltd, 2002 - 0914
Case Study
© Symplicit Pty Ltd, 2002 - 0915
Expanding your market opportunities
© Symplicit Pty Ltd, 2002 - 0916
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…
© Symplicit Pty Ltd, 2002 - 0917
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
© Symplicit Pty Ltd, 2002 - 0918
Audience focus helps inform your device strategy
© Symplicit Pty Ltd, 2002 - 0919
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
© Symplicit Pty Ltd, 2002 - 0920
The mobile web provides reach and standardisation
© Symplicit Pty Ltd, 2002 - 0921
Platform: Emergence of the App stores
© Symplicit Pty Ltd, 2002 - 0922
Platform: Emergence of the App stores
© Symplicit Pty Ltd, 2002 - 0923
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
© Symplicit Pty Ltd, 2002 - 0924
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
© Symplicit Pty Ltd, 2002 - 0925
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
© Symplicit Pty Ltd, 2002 - 0926
Get in touch with us…
Jodie Moule, Director
• Ph: (03) 9670 3385
• Mob: 0415 288 823
Ben Green, Experience Consultant
• Ph: (03) 9670 3385
• Mob: 0439 313 223
Symplicit Pty LtdLevel 1, Suite 103, 757 Bourke St, Vic.
Website: www.symplicit.com.au
Follow us @symplicit