UX research for the expansion and optimisation of a banking app
A Dutch bank
- Customer case
- Data projects
- Research
A bank wanted to know whether it was desirable to add a new functionality to their app. This functionality already existed as a separate app from the bank app. Would merging the two apps bring extra value to users? Our researchers explored this via qualitative desirability study.
Approach
For the study, we invited 24 potential users of the bank app for a one-hour session. The sample of respondents could be divided into 4 groups: customers and non-customers of the bank, who were younger and older than 30. We compared 3 prototypes of the app that we examined within 2 scenarios. We randomised the order in which respondents went through the different scenarios and prototypes to avoid a sequence effect.
We started the session with a short interview in which we asked, among other things, whether they already used a banking app, what for, and whether they were familiar with other apps offering the new functionality. This not only gave insight into the users, but also functioned as an icebreaker before we introduced the prototypes.
Immediately after experiencing a prototype, we conducted a product reaction card test: for each prototype, respondents had to choose a top 5 out of 30 words to describe how they assessed the user experience. By having the respondents thinking out loud and asking ‘Why did you choose these words?’ where necessary, we were able to find out what was on their minds when using each prototype.
We also conducted a preference test for each use case, presenting respondents with 2 alternatives in each case and asking which prototype they preferred. In these three comparisons, we specifically zoomed in on ease of use and reliability. Below, we present the schematic set-up of the session.
Result
By combining different qualitative methods, we were able to gather many valuable insights for our client. The main insight was that non of the prototypes emerged as the winner: different target groups had different needs and these needs could depend on the use case.
In addition, it emerged that the trade-off between reliability and ease of use was very important in determining the added value of a digital solution (integrated into the bank app or as a separate app) with regard to the functionality we investigated.
For example, people were more likely to prefer integration into the bank app when they were younger than 30 and when they were customers of the bank, mainly because of reliability rather than ease of use.
We wrote a comprehensive report in which we offered a lot of context to the outcomes and explained the influence of the different variables. We summarised this report in a short presentation that we presented to stakeholders working in different layers of the bank. To give them even more feeling for the outcomes, we made a video with the actual quotes from respondents.
Thanks to the qualitative research with realistic scenarios, the bank now has reliable insights for the app's further development. It allows them to make informed choices that take into account the wants and needs of different target groups.
Want to know more?
Do you also have a research problem that needs to be solved quickly and pragmatically? Zev would be happy to assist you.
Business Manager+31(0)20 308 43 90+31(0)6 13 06 48 84zev.posma@digital-power.com
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