UX Guideline #78: Set a user’s expectation before they use a service

@Nirish introduced me to Commbank’s Kaching app a couple days ago. Essentially, the service allows Commbank customers to perform cash payments via sms, email or Facebook. Sounded like a refreshing new way to bank. 

Until we tried it. 

After a food-coma-inducing lunch at Hurricane’s Grill Darling Harbour (~Ribs!!), Nirish paid me his share of the bill using Kaching. Here’s my user journey of using the app:

20120705-commbank_kaching_user_journey-1

All was well until the last message on the last screen:

20120705-commbank_kaching_user_journey-2

“It may take a few days for your money to arrive in your account.”

 

The culture of modern living has raised our expectations of how long things should take. With digital transactions, we tend to expect immediate gratification. We want digital things now Now NOW. 

In this case, my expectations were horribly failed. I expected the transaction to happen immediately, yet nowhere in the 3 preceding screens were my expectations set. 

There is a quick fix to the problem though: tell users how long it would take the money to be transferred on Screen 2. While this may dissuade some users from transacting, it’s certainly a better outcome than disappointing users at the very end and swearing off using the service ever again (like me).  

UX Guideline #78: Set a user’s expectation before they use a service. 

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Objective Experience is your partner for customer experience strategy, research, design and usability testing. Our team of passionate Customer Experience Consultants uncover insights from your customers to optimize customer journeys across all digital and physical channels – mobile apps, websites, systems, shopper and retail. We research on how customers interact with products, services and environments through interviews, surveys, focus groups, desk research, eye tracking and usability testing. Actionable recommendations are developed from our in-depth observations and testing. Our partners and clients come from a wide range of businesses and industries - from large financial institutions and government organisations to technical consultancies, Universities and not-for-profit businesses. Objective Digital Holdings Pty Ltd has offices in Sydney (Objective Experience Sydney) and Singapore (Objective Experience Singapore). Eye Tracking, CX, UX, Usability Testing, Shopper Research & Design Thinking across Australasia and South East Asia.

One thought on “UX Guideline #78: Set a user’s expectation before they use a service

  1. it’s referring to the payee receiving their money from the payer (sender) after they’ve entered their details into the collect part of the app. It’s basically a mobile version of a cheque.. the ‘other guy’ needs to do all the work.

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