Design Tips to Increase Satisfaction in Banking Apps- Part 2
In the first part of these series, we covered examples of best practices that we have seen play a role in facilitating engagement and improving the user experience.
For the second section of this two-part series, we will cover examples of best practices that we have seen play a role in facilitating engagement and improving the user experience.
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Search & Navigation Part 1
Content Part 1
Guidance Part 2
Privacy & Security Part 2
Appearance Part 2
Part 2: Guidance
Similar to what we mentioned for Search & Navigation— ease of use is the most important factor in overall app satisfaction. If users need to complete tasks, make sure you help guide them through the process from start to finish. Here are some tips:
Related functions not grouped together.
If you have multiple ways to complete the same task, organize the navigation in a way that makes it easy to find all the similar tasks in one place. For example, some financial applications separate sending money via a mobile number from other payment/transfer operations.
Unnecessary steps to make the user get to where they want to go.
Don’t make the user dig for the information they need. Several banks hide useful details behind another tap, and some even request the user to fill out a form before showing them the details they are looking for. For example, some banks don’t provide easy access to view savings accounts and/ or interest rates.
Progress trackers help users understand how many steps it takes to complete a task, what the next step is, and how far along they are in the process.
Providing a stepper is an easy UX improvement in terms of giving a user more guidance in completing their tasks. You’d be surprised how often you see a multi-step process in bank applications that don’t incorporate this simple yet effective guidance method.
Provide guidance when you are not letting the user proceed to the next step, let the user know why and how to resolve the necessary actions.
If a user is not allowed to transfer more money than their account balance tell them why.
User real-time validations on field entries
Don’t play “gotcha!” Whenever possible, let a user know right away if they’ve made a mistake or need to correct something.
Either indicate which fields are required, OR only indicate which fields are optional.
Make it easy to contact the support center
When a user can’t complete a task they are trying to perform they are frustrated, and making them look for help will make them even more frustrated. Make it easily accessible at all times.
Part 2: Privacy & Security
Generally, only 31% of bank members use their bank’s mobile app. Of this 31% there are advocates for the app and prefer using the app over visiting a branch, or using the website. If people are enjoying the app so much why is adoption only 31%? The primary hurdle banks need to overcome is trust. This isn’t a surprise to anyone. We are all aware of this hurdle and have seen great efforts in increasing trust. However, there is always room for more improvement.
Some banks have been making the switch to utilize device biometrics like fingerprint, voice, face recognition. These security measures are not only comforting for consumers but easy to use and adoption is high.
Provide privacy policies in context
When asking for personal information in an effort to make the app more beneficial to the user, explain why you need it and only when you need it.
Bank first, instead of the customer first
Some apps will not provide the interests rate for a product until after the user applies and provides personal contact information. This is a breach of privacy for the benefit of the sale/marketing and not helpful to the consumer. All the user wants to know is the interest rate so don’t hide it from them.
Part 2: Appearance
Appearance is the second most important component that impacts user’s app satisfaction, coming in at just 1% lower than the most important— Ease of Navigating. An aesthetically beautiful app will elicit a positive emotional response to the experience. At Shockoe, we understand how important this is, which is why we value UI just as much as we do UX. Here are a few tips we’ve used to help clean up bank app interfaces:
Poor content hierarchy
Content organization is a role for both the UX of an application and the UI. Determining the type of content display, and the order in which it’s displayed is pivotal in UX design, while UI design will bring that experience to life using visual hierarchy. Visual hierarchy is based on the Gestalt theory which examines the perception of elements in relation to each other and shows how people tend to unify elements into groups using size, contrast, proximity, negative space, and other design techniques.
Order makes everything more comprehensible. The same works with user interfaces of digital products. Make sure the focus of the UI is clear and minimized. Don’t cram lots of unnecessary text that doesn’t help the consumer accomplish their task. Don’t bombard them with too many actions to choose from.
Accessibility is mandatory. Make sure all content is legible and follow contrast & size guidelines.
Make sure actionable items look interactive.
For mobile devices, Google Android and iOS have guidelines on how large a touch-area should be so that any finger large or small can tap an interactive element with ease. Make sure these guidelines are being met.
Make sure the interfaces have visual cues as to which elements are actionable or not. Keep in mind that depending on the type of action; hold, swipe, tap, etc— that the correct commonly understood visual cues are being used.
What did you think about these design tips? We’d love to hear your feedback!
Ready to increase user satisfaction in your app? Connect with us here.
In addition to traveling all over the world — China, Thailand, Korea, Germany, Amsterdam, and El Salvador — Samantha has experience working overseas in Japan. While living in Okinawa, Japan, she freelanced as a graphic designer for a transportation company, tasked with finding a creative solution for encouraging a younger audience to use the bus system. A graduate of Virginia Commonwealth University, Sam holds a degree in Graphic Design. Inspired by modern, simplistic design, she adds an aesthetic and conceptual quality to all branding material she creates.