citidirect mobile redesign competitive benchmarking

CitiDirect MOBILE REDESIGNCOMPETITIVE BENCHMARKING Vasant Iyer, Mohit Gupta

30 DEC 2013

Commonwealth

Bank Kaching

Brand Considered

JP Morgan Access Mobile

ANZ Go

Money

Barclays Pingit

RBSCitizen’s

bank

Brief• Our attempt here is to explain the different evaluation parameters on which the various competitor websites will be studied

against. These parameters cover both experience as well as performance factors which are key to the success of any website.• The next few pages will show the evaluation for each banking application in detail from a range of 1- Poor, 3- Decent 5- Excellent.

COMPETITIVE BENCHMARKING

Parameters Considered

Aesthetics Is the application easy on the eye and clutter free? Is there consistency in color themes and hierarchy of the elements? Are the primary action items distinguished clearly from the rest?

Customer Experience & Adaptability

How is the overall customer experience of the application from a usability perspective? Is it possible to switch between various devices to access the application and still undergo a consistent experience?

Capabilities & Functionalities

Does the website offer a range of integral or interactive capabilities which help customers performing important tasks in an efficient and intuitive manner

Discoverability Is the user able to find the necessary information easily and able to perform tasks in an efficient manner? Can all important features of the application be located easily and intuitively?

Navigation Navigation is one of the most important aspects of an financial application and should be simple, clean and minimal. Does the application being analyzed fulfill these criterion?

Market Reviews How has the market place responded to the application? Has it been well received overall? Are there too many complaints regarding aspects of the application?

Overall Rating Good overall application overall with easy access to most important functionalities in an engaging and interactive manner

COMMONWEALTH BANK KACHING

Commonwealth Bank Kaching

Screens

Apple Store Google Play Store


Key Observations

1

2

Excellent tiled display for easy tap and access for all important features.

Navigation menu is ideal for switching between important functionalities quickly

1

2


Analysis

Aesthetics Clear, crisp website, with strong user need based approach and thereby intuitive to use. Clear differentiation between most important action items and others

5


Great overall customer experience with easy switching between devices. Consistent styling is present across different pages.Apps are present across all platforms

5


The basic features and tools like pay anyone via mobile, email or Facebook are a strong added advantage 3

Discoverability User goals are met with relative ease3

Navigation Intuitive and segmented top navigationEasy readability of key features and clear call to action tiles for all important functionalities

5

Market Reviews Although the app is designed very favorably for the end user, the iOS app store rates it as a decent app at best. This could be because of the fact that multiple users expect various features to be present on the application which might become difficult to implement all at once

Overall Rating Good overall application overall with easy access to most important functionalities in an engaging and interactive manner 3

3


Learnings

What we could adoptEasy access tiled functionality for accessing most important features such as transfer, initiate payment, account summary etc.

What we should avoidAlthough the branch and ATM finder is innovative and intuitive, the lack of filters in the maps leads to a lot of information for the user to process immediately.

21

1

2

JP MORGAN ACCESS MOBILE


Screens



Key Observations

1

2

Notifications are clear and easily discernable.

Clear action items for users

1

2


Analysis

Aesthetics Although the most important functionalities of the application are visible of the website and accessible readily, JP Morgan’s Access Mobile leaves a lot to be desired as far as visual appeal is concerned.


Overall customer experience is consistent across platforms with easy switching between devices. Functionalities lack in interactivity.Apps are present across all platforms


Important features and capabilities such as approving wire payments, accessing information instantly, alerts and account information view are present and are accessible for the user.

3

Discoverability User goals are met with relative ease3

Navigation Navigation is mostly intuitive due to the consistent footer bar on all platforms. This navigation allows users to easily switch between important payment screens

Market Reviews The application has met with lukewarm response from the market. This could be attributed majorly to the fact that the application is not very interactive or attractive and refuses to be anything but strictly functional.

Overall Rating A strictly functional application that allows a user to shift between important screens but one that leaves a lot to be desired from an aesthetic and performance perspective.

3

3

5

3

1


Learnings

What we could adoptEasy clutter free and functional interface with a footer bar at the bottom of the screen that allows easy toggle for the user between important payment functionalities might be a good asset to have.

What we should avoidFrom an aesthetic perspective, we could definitely aim to build an application that appears visually richer without having to add too many performance restricting media elements

21

1

2

ANZ GO MONEY

ANZ Go Money

Screens


ANZ Go Money

Key Observations

1

2

Profile information is visually appealing and uses interesting visuals to display important information.

Important information display is clutter free and easily visible

1

2

ANZ Go Money

Analysis

Aesthetics The ANZ Go money iOS and Android application offers one of the best aesthetically differentiated products in the market. The application provides stunning graphics


Although visually appealing, customer complaints have stated that there is limited functionality to perform a transaction for android and that it only permits viewing accounts. The same app for iOS, however, apparently enables transaction. App crashes sometimes on Android Kitkat.


Consistent and visually enhanced styling is present across different pages. Many interactive features are also present such as easy carousel style swiping to toggle between accounts and tiled display of important functionalities.

3

Discoverability Most features of the website that are available are clearly discoverable.

Navigation Navigation is smooth and very efficient. The left to right slider functionality in the transfer option screen is an excellent navigational tool.

Market Reviews Although visually fantastic looking and greatly appealing, the application has some reported performance issues as far as meeting user goals is concerned. Overall, the application has got good reviews

Overall Rating An excellent looking application that serves most purposes for the end user. Lacking slightly in performance but nothing that cannot be overcome in future releases and upgrades.

5

3

5

5

5

5

ANZ Go Money

Learnings

What we could adoptJust as we had mentioned for the Kaching application, the ANZ go money application also uses rich styling to clearly distinguish between its various important features. This allows the user to quickly browse through the various options and tap on the most pertinent ones

What we should avoidCertainly the visually stunning graphics is one of the stand out factors of ANZ go money. We should also aim to build an application that stands out aesthetically but also ensure that this does not affect performance in some carrier networks due to high resolution images

2

1

2

1

BARCLAYSPINGIT

Barclays Pingit

Screens


Barclays Pingit

Key Observations

1

2 Retractable banner for quick information glance and hide.

Tabbed navigation for quick movement between pages without returning to home screen

1

2

Barclays Pingit

Analysis

Aesthetics The Barclays Pingit iOS and Android applications are strictly functional and do not offer much in terms of aesthetics. To some, it might seem like a good option though to not have too many visually rich graphics that could save on load time.


Customer Experience is rated by users to be among the very best amongst applications of a similar nature. Users have rated the application highly on both the Apple Store as well as the Play Store. Applications are consistent in nature across either platforms as well.


The Pingit application presents some really smooth and interactive features that allows easy toggle between various functionalities such as viewing account information, banner type expandable ‘hide balance’ and ‘show balance’ are also very unique and nice to use.

3

Discoverability The discoverability of all the various features in the application is very clear and intuitive.

Navigation Navigation is smooth and easily operable at both the global level as well as the footer area. The retractable menu also offers an easy way to jump between pages easily.

Market Reviews The Pingit application is one of the most highly rated amongst applications available in the market. Many users have rated the application to be over 4 stars out of 5 which is an incredible achievement for the designers as well as the brand.

Overall Rating An above average looking application that is robust and extremely functional. Highly rated performance wise and well received in the market place.

5

5

5

5

5

5

Barclays Pingit

Learnings

What we could adoptThere are quite a few features on the Barclays Pingit application that could be adopted like:• The retractable menu option at the top

left corner• The easy swipe and toggle option

between various payment screens

What we should avoidAlthough the Pingit application scores on most counts, there are a few areas in the application which differ in styling in consistency across the Apple and Android platforms. For example, the navigation bar is completely on opposite ends for the iOS and Android applications.

2

1

2

1

RBS- CITIZEN’S BANK

RBS- Citizen’s Bank

Screens



Key Observations

All important and necessary information is summarized for the user to glance over quickly before initiating payment

1

1


Analysis

Aesthetics Although one of the most well received applications in the industry, the Citizen Bank’s application is not the most pleasing application to look at. It has colors consistent to the branding of the parent brand but there’s not a lot of spectacular or eye catching visual treats for the end user.


The Android application is better received by users from an experience view point owing purely to the performance of the same. Customer complaints are present as far as application loading, check deposit features and crashes are concerned.


The application is mostly built for the most basic functionalities such as paying bills and checking balance. This can be accessed by the user from the global navigation. Although not very interactive in nature, the application provides these basic functionalities at a good performance rate.

3

3

Discoverability Users have mentioned that the features of the application are within reach and easily discoverable

Navigation Navigation is smooth and easily operable at both the global level as well as the footer area. On the iOS application, the easy tiled structure allows access to the most important features quickly while on the Android platform, the same can be accessed from the footer area.

Market Reviews The best reviewed application in the market place, Citizen’s Bank by RBS has won numerous awards placing it at the top of the list of all banking applications currently doing rounds.

Overall Rating An average looking application that serves all purposes for the end user with excellent performance and brilliant market reviews.

5

5

5

5

5


Learnings

What we could adoptOnce again, the beautifully arranged tiled structure of the main menu provides easy access to the most commonly used features of the application

What we should avoidLack of interactive features such as using camera to scan in cheques or QR bar code scanner would not really earn rave reviews in a market that is changing dynamically every second

2

1

2

1

OVERALLCOMPARISON

COMPETITIVE BENCHMARKING

Overall Comparison

Aesthetics



Discoverability

Navigation

Market Reviews

Overall Rating


ANZ Go Money

Commonwealth

Bank Kaching

Barclays

Pingit

RBSCitizen’s

bank

31 355

33 553

55 535

53 535

53 555

53 533

53 535