A matter of needs
Banks take a lot of care in their physical marketing and advertising campaigns, however, they don’t prioritize a proper Internet presence. Huge mistake if we consider that, today, more than 2,27 billion people are connecting to the network, there are more than 6 billion mobile phones and 1,08 billion are smartphones. The digital financial transformation has been from the beginning a step behind the digital evolution.
The digital finance world, rooted in numbers, has been slow to understand the paradigm shift in technology, social context and user behavior, and now it needs to adapt quickly and efficiently. Now it is no longer enough to investigate and organize data from the commercial point of view that marketing provides, but it must go to a deeper level. Until now, Banks have had the resources to make these changes but have not used them appropriately.
This is precisely the challenge that is being faced daily by the UX team: helping companies understand the needs of their customers and transfer them to the digital environment in order to increase the user experience and engagement. This implies a radical change in the way of creating websites and applications, fully compatible with the ebanking needs. In this case, we move from creating them through quantitative data analysis to knowing the customer from a holistic point of view (goals, behavior, needs…) in order to use the information obtained and provide solutions to their real needs. That is, bet on Thinking Design. With this thought, the Bank can generate products and services more personalized and, consequently, closer to the consumer, and providing added value to the company.
A second task for the UX team, is to understand how the customers way to connect to the networks has changed, even to control personal finance. We have moved in short time from a 1.0 to a 3.0 user connected 24 hours a day, generating contents and using all the possible devices. The challenge of the team is to create an omni-channel approach to unify the user experience across all platforms. Perhaps most appropriate today would be to focus mobile as the central concept because it’s characterized by its rapidity and immediacy in use, and are creating new and important technological possibilities like payments.
Thirdly, online banking needs the UX figure to, through qualitative data, make it possible to better intimate with the user and increase their interaction and engagement in social networks. This way the Bank will be able to segment more effectively their products and then offer them in a more personalized and productive way.
Again, remember that the main goal of all this process is to create a satisfying user experience and avoid the current frustration that causes Banking. Don’t forget that digital banking works with the disadvantage that the largest segment of customers are people between 45-60 years, less technology intensive than the future generations. The Bank must adapt to them and UX can help on both directions.
Interested on UX & UI? Contact us at Innofis to study your case and see the best way to benefit from it.
The post Why UX is important in Banking? appeared first on Innofis • Online Multichannel Solutions.