The Top 5 benefits of a UX review and how to go about it.

There are a multitude of ways a service, product, website or app can be reviewed or given a ‘health check’. These vary from expert reviews, heuristic evaluations, competitor analysis, contextual inquiries, usability testing, online surveys and more.

Research findings can help validate or squash internal debates or design ideas, and provide direction for long-term business roadmaps and strategic initiatives.

Here are a few reasons why a UX ‘health check’ or review can help your business:

  1. Validate your design and strategic roadmaps – Having a UX Review conducted through the lens of your customer is very eye opening. It highlights how your customers use your product and how best to optimise to their needs. Having this 3rd party validation on hand can provide teams with clear direction for iteration, design and development. Further, this research can provide all business units with insights into whether their strategies and roadmaps are aligned with their customer in mind.
  1. Increase in ROI (return on investment) – Small problems can lead to big dropouts or customer frustration, potentially costing the business huge amounts of money. Test early and often to iron out these issues and ensure customers can understand and use your product, meaning more click throughs and potentially higher returns.
  1. Decreased Bounce Rates – Speaking to your customers in a one-on-one environment can be both insightful and impactful for product teams. Often it’s not only how they use your product during testing, but learning about their motivations and behaviours – uncovering why they leave or bail out rather than complete or convert. These insights provide tangible guidance on how to develop a product which your customers will want to use, refer and return.
  1. Gain a Competitive Advantage – Conducting competitor reviews will provide insights on where you stand against your competitors. Combined with user testing, a deep understanding of the customer and their needs is obtained. A benchmarking exercise can also be conducted by applying these methods at different stages of product lifecycles, be it your own or your competitors. This is an effective way of measuring your progress over time with hard metrics and feature developments.
  1. Quick Wins with Low Cost – Whilst thorough research and user testing can provide deep understanding of your customers, an expert review is a fast and cost effective activity which, within 2-3 days can identify both fundamental issues as well as ‘quick fixes’ around possible user pain points and usability issues. These ‘quick fixes’ can be assessed and implemented in shorter turn around times if bigger, more robust re-designs are not part of the development strategy or pending release date.

The approaches mentioned can help a product once it’s in the market. However, the customer should always be involved in the end to end design process to ensure your product is offering maximum value.

For a Free 1 Day UX Review on the Top 5 Quick Wins for your App or Website please contact me for more information.

Myles Clemones
UX Consultant
Objective Experience
au.linkedin.com/in/mylesclemones/

Mobile Banking: Who has improved app usability and, surprisingly, how many haven’t

Seventy three percent of Australians aged 15-65 own a smartphone. 65% used their smartphone everyday over the past week and 77% don’t leave the home without their device. With the rise of mobile usage it’s no wonder some of Australia’s leading banks are now making the mobile customer experience a priority (Frost & Sullivan Australian Mobile Device Usage Trends 2013).

However, since releasing our incredibly popular mobile banking app usability white paper in August 2013, it is surprising to see how little has changed in the Australian mobile banking app market!

The CommBank mobile banking app is one banking application leading the way in not only giving customers the ability to manage their finances while on the go, but helping users in making it a usable, seamless, easy and quick process. Here are some of the reasons why:

1. Optional Transfers Customers have the option to make payments to a friend via Facebook, mobile number or their friend’s email address through the CommBank app. All the recipient needs is an Australian BSB and account number. Existing Commonwealth Bank customers will receive the funds directly into their account. Ensuring no-one is left out, anyone who is not a Commonwealth Bank customer will receive a text notification and a code from the sender to retrieve funds.

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CommBank’s mobile banking app, transfers, May 2014

2. On-the-Go payments using NFC or PayTag CommBank has been one of the fastest movers on allowing customers to pay on-the-go using either NFC (near field communication) or their recently introduced PayTag technology. A PayTag will cost customers $2.99 and sticks to the back of the mobile phone, working just like a credit card for tap-and-go payments. The PayTag is simple to install using on screen instructions, and is used by just tapping your phone as you would with a credit card.

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PayTag for iPhones

3. Cards Top-Up Easily top your cards up while on the go. This is a particularly useful feature when using travel cards and need to quickly access accounts to transfer money to your Commonwealth Bank travel cards all in one place within the app. Once navigated to the “top up” feature, large credit card images are visually displayed on screen accompanied by a large “top up” button where customers can simply “top up” from one card to another.

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CommBank’s Card Top-up, May 2014

4. Transfer between accounts Vertical scrolling wheel to select accounts for transfer ensuring there is minimal user input to complete the task. Only relevant information is visible on screen keeping design minimal, user friendly and removing the possibilities for user errors or confusion.

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Transfer between accounts, May 2014

5. Usability and overall user experience The most common tasks performed by users are now visible with a clear call to action on the launch screen. As users have limited time and generally be on-the-go, it is important to consider the context in which the mobile app is used. CommBank does a nice job of bringing these common tasks like account transfers, payments and tap and pay forward for their customers, whilst still keeping all app functions easily accessible through the main hamburger menu (top right).

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Launch Screen (left) and Navigation (right), May 2014

The mobile payment space may have started out somewhat slower than expected from Australia’s leading banks, however, with the ever-increasing rise in mobile use, together with customers demanding quick and usable payment solutions this is sure to change. This is evident with many of Australia’s leading banks currently releasing and/or testing new mobile payment solutions for their customers. The examples provided show CommBank leading the way with updated features and usability making everyday tasks easier for their customers.

It has never been more important to be considering the user experience of the product by researching and testing new solutions and designs with customers to evaluate how, when and why they may or may not use their mobiles for payment and everyday banking.

Providing customers with an accessible, easy and useful mobile payment experience can go a long way in, not only ensuring they continue to use it, but that they will be one of your strongest advocates.

So do you have a product or service you want to put in front of your customers? Find out about all your usability testing options and contact us for a quote!

Myles Clemones – UX Consultant