TRANSFORMING USER EXPERIENCE IN BANKING: Here are the strategies winning financial institutions are using to deliver a superior user experience

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This is a preview of the Business Insider Intelligence Transforming User Experience In Banking research report. Purchase this report here.
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As digital channels become a more critical part of the overall banking journey, banks’ design teams need to strategize on how best to create user experiences (UX) that resonate with their customers.

A strong UX enables banks to deliver a simple, intuitive, and frictionless digital banking experience.  A superior UX can also help banks improve customer satisfaction and bring in new customers.

Offering a wide range of in-demand mobile banking features, for example, can satisfy existing customers and drive bank selection among new ones — but only if these features are designed and implemented well: JD Power found that customer satisfaction was negatively impacted across both online and mobile channels by the flood of complex and hard to understand features that are common in banking apps today, per an analysis from its 2019 customer satisfaction ratings. 

The risk of not delivering a solid UX strategy is high — slower-moving banks face the threat of fintechs and big tech firms that boast a great UX as their main competitive advantage. Fintechs’ excellently designed apps are pleasing to the eye and simple to navigate.

Meanwhile, leading cross-industry players like Amazon and Google have long raised the bar for digital experiences within their core services — and as they venture into finance, they join fintechs in threatening legacy FIs’ established market positions. Large financial institutions (FIs) are already focusing on UX design as they reshape their organizations by enhancing their digital channels, and smaller ones can learn best practices from these early movers to inform their own UX strategies.

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In Transforming User Experience In Banking, Business Insider Intelligence looks at winning UX design strategies employed by leading banks to reveal how other FIs can best capture the UX opportunity. We conducted exclusive interviews with nine major FIs to examine their UX teams in detail, offer insight into their approach to designing UX, and illustrate winning strategies for delivering a superior UX.

Their strategies highlight the need to create multidisciplinary teams that place customers’ needs and desires at the center of design initiatives, as well as the importance of utilizing a UX design methodology to deliver successful propositions in a timely manner.

The banks interviewed in the report are: Bank of America, BBVA USA, Capital One, DBS Bank, Goldman Sachs, HSBC, JP Morgan, Lloyds Banking Group, and U.S. Bank.

Here are a few key takeaways from the report:

FIs should put customers at the center of their design initiatives by involving them in all stages of the process to ensure maximum uptake of their UX initiatives. 
They should use an established UX design methodology — like Design Thinking or Double Diamond — to zero in on the best solutions to users’ problems. 
FIs should create multidisciplinary design teams with a broad range of talent and expertise to …read more

Source:: Businessinsider – Finance


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