It’s no great mystery that consumers consider bank websites less appealing than others, but the reasons why might surprise you.
Banks and credit unions have it tough when trying to sell online. Consumers would generally prefer to be doing anything other than banking, particularly if they have a few minutes to spend on the web. So you’d think financial institutions would be doing everything possible to make banking more enjoyable online.
According to a new study on consumer banking sites released today by Change Sciences Group, consumers are 17% less happy interacting with banking websites than they are interacting with other types of online properties, and 22% less likely to convert than on other types of sites.
What consumers want the most from banks is simplicity, not the latest promotion, cool features, or a wide range of product offerings.
“The way that most banks currently approach consumers may be missing the mark,” says Steve Ellis, a Change Sciences founder. “There’s an opportunity for banks and credit unions to retool products and services around simplicity as their central value proposition and make good on that proposition with the right kind of product and interactive design.”
Although many bank sites would appear to be relatively easy to use, when compared to other types of sites, they are not. Bank web sites are 25% less usable than e-commerce sites like Amazon and Walmart. Even compared to other top performing financial sites, bank sites still perform poorly for usability. For example, bank sites as a whole are 20% less usable than the personal finance site Mint. Confusing or unwanted promotions, hidden navigation, and dense product text all contribute to poor bank site usability scores
Came across this interesting article. Worth the read.
Join the Usability Challenge 2008 and participate in the world’s first global usability drive!
On 1 August 2008, we are asking anyone with a passion for usability to solve a usability problem…any usability problem at all…and help make the world a better/safer/less annoying place.
What you need to do on 1 August 2008 is:
1. Find a usability problem – it could be a poorly designed toaster, a confusing or redundant letter from your bank, or even a problem with your experience boarding, flying and disembarking an aeroplane.
2. Design a solution – solve the usability problem, and write your solution down, sketch it up or (if you’re feeling particularly keen) make a quick prototype of the improved product/service.
3. Share it with a person who can solve the problem by implementing your solution – write to the toaster designer, call your bank manager, or talk to a stewardess. Hand him/her your idea. Encourage them to implement it. Be persuasive! and don’t forget to post what you’ve done on the Google Group or the Facebook group. Find out more about the Usability Challenge
Spread the message. Pass on this PDF
In this book, we primarily address universal usability at the functional layer, focusing on the challenges of designing pages that are accessible and usable on different devices by diverse users. We concentrate on the functional layer because, without it, the other layers are irrelevant. An intuitive interface and informative content are useless if the basic functions of a site don’t work. Like a car that doesn’t start, a Web site that does not function is of no value to the user. Link
November 5th and over 100 designers, technologists, usability professionals and public attendees gathered at the NIAS Auditorium at the Indian Institute of Science, Bangalore. The event: World Usability Day, which was founded to ensure that the services and products important to life are easier to access and simpler to use. Organized and supported by UPA Bangalore, CHI Bangalore, leading usability companies, and usability enthusiasts, the event focused on Healthcare, Education, and Government Services and other public services and utilities that touch our lives everyday. The event was sponsored by Cisco, Google and Human factors International. Photos
Morae is software for usability testing and user experience research that helps you identify site and application design problems and share them with stakeholders.
With the insight Morae provides, you can make critical design changes that will improve sales and conversion rates, boost Web site traffic, and increase customer satisfaction. Improve application and Web site usability today!