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Banking Apps Need to be Awesome No banking app ranks in the top 100 of the most used, with the majority of them deleted by the user within 90 days.
CIOs and business leaders should review apps such as Angry Birds, Pandora, Pageonce, Wallaby and Price Rhythm to see how they need to change their approach. Good enough is not good enough when it comes to apps. Banking apps need to be awesome or they will leave users disappointed, putting customer acquisition and retention at risk. The current quality of banking apps is low. While 45% of Android apps receive a 5.0 star rating from users, only 1% of iOS and 10% of Android apps from the top 20 banks in the world receive comparable ratings. User experience design firms and pioneers in app development and deployment can help show the way. For example, the best way to describe Angry Birds, besides the fact that it has been downloaded more than 1 billion times, is that it is fun. Pandora leverages complex, mathematical algorithms to deliver music that users could have an interest in. Users can indicate whether they "like" the music by clicking on a thumbs up or "dislike" it by clicking on a thumbs down. Action Movie FX lets users create and personalise short movie scenes, and then share them with their social networks. Price Rhythm provides advice for retail granddaughter pandora charm purchasing decisions. Engage Competent User Experience Design Agencies, and Partner With Adjacent Industries to Build Apps That Are Fun It is tempting to think that the reason banking apps are not fun is that only a gaming app can be fun. However, gaming apps are not the only apps that iOS and Android users rate as fun. For example, only 15% of Android apps are gaming apps. The remainder is apps for other purposes, such as weather, travel, entertainment and finance. Despite this, a whopping 45% of Android apps receive a 5.0 rating. Gartner has evaluated all the apps built and deployed by the top 25 global banks (by assets), and found that the average customer rating for banking apps is only 3.3 for iOS and 3.9 for Android. Banking is not necessarily fun in and of itself. There is a difference between a "fun activity" (for example, driving a sports car), and an activity that is a "means to an end" and is not fun (for example, filling your sports car with gas). Owning a home can be fun, but borrowing the money to pay for it isn't. Below are some examples of fun and convenient apps: Angry Birds and Cut the Rope Well designed, simple and easy, new levels, and features added frequently Price Rhythm Provides detailed information that enables users to save money and make informed purchases Lemon Wallet Provides convenience to users by letting them store a digital copy of their ID, insurance, loyalty and payment cards Business leaders and CIOs need to identify gaps and ways that they can pandoras braclets meet unmet needs through apps that provide a great interface and experience. To make banking apps fun, business leaders and CIOs will need to build partnerships with adjacent industries at the "fun" end of the spectrum to mitigate the less fun means to an end activities. For example, JP Morgan Chase integrates real estate search capabilities with financing resources in its Chase My New Home app, and Commonwealth Bank of Australia's CommBank Property app includes capabilities like map search, list search, home loan calculator and others. CIOs should also incorporate gamification techniques. For example, use games to promote corporate goodwill and financial literacy. Another way to make banking apps more fun would be to partner with app developers that have proven success and strong brand recognition, such as Rovio Entertainment (creators of Angry Birds), ZeptoLab (creators of Cut the Rope) or even independent app developers. Engage competent user experience design agencies and task them, as part of the brief, to find cool, new ways for their users to experience the bank through the pandora australia online app. Let Users Personalise App Functionality To date, mobile app strategies have relied on using mobile channel servers and other techniques to replicate online banking application functionality for mobile devices. This has resulted in broadly focused apps. Users are unable to select or change the functionality they want to use for the decisions that are specific bracelets charms pandora to their own digital lives. App pioneers enable users to personalize by selecting what functionality they want to use. For example, Pandora lets users pick the music genres they want to listen to. This narrows the functionality the user sees each time they go into the app. But the user can change their music genres at any time for example choosing to listen to classical Christmas music in December, and then changing to Chinese traditional music in January or February during the Chinese New Year. Action Movie FX provides personalized experiences by letting users orchestrate disaster scenes with their own photos and then share them on a social network. Business leaders and CIOs should incorporate personalisation into app design. Build apps that have narrow, focused functionality.
Even with narrow functionality, provide users with a directory of functionality and let them select those that appear in the app. Give users the flexibility to change the functionality they use over time or in specific situations (the ability to add mortgage calculator functionality on the fly, for example). Ensure that the functionality that a user selects for an app can be consistently accessed through other channels as well.
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