By Jami Jennings
Digital dominates the world we live in, and banking is no exception. Mobile banking apps are now part of everyday life, with an increasing number of people using them to conduct their financial transactions. The design and development of your credit union’s mobile app should have one element at the center – the end user (your members). Your mobile app’s UX (user experience) can make a huge difference in engagement with your credit union via mobile.
There are several considerations your credit union should take into account regarding your mobile applications:
1. A personalized member experience.Members should be able to make your mobile app their own. Mobile banking is all about convenience and accessibility – are your members able to access their most frequently used information easily? A snapshot of their balance and the information that is most critical to them is a must-have.
2. Intuitive UX. A sleek, user-friendly design is critical. If your app utilizes an outdated interface, the odds are your members won’t want to use it. Again, the convenience factor comes into play here – a simple design will prevent information overload so that members don’t feel overwhelmed when browsing. Consider conducting usability research to gain insights from your members on your app’s functionality, as well as desired features and areas for improvement.
3. Integration across channels. The intuitive user experience of your mobile app should be constant across all of your digital platforms. Is your app consistent with your online banking experience? Your credit union’s brand, as well as the navigation, should have a matching look and feel on each platform to make actions easy to identify and execute. This can be accomplished using the same iconography and language for actions across all platforms.
4. Visualization of data.Charts and graphs can go a long way in helping your members visualize their account information. Providing a snapshot of the kinds of items they are purchasing, for example, can give them valuable insights into where their money is going each month. No one wants to simply look at words on a screen. Think of opportunities where your mobile app can provide a visual of critical data for your members. A widget-based dashboard is a great feature to consider.
5. Ongoing development. The digital space is evolving constantly. New features are always on the horizon. If you’re not constantly updating your app, you are probably falling behind the competition. Survey your members on what’s working and what isn’t regarding your mobile app, and strive for continuous improvement. Successful app development is an ongoing journey, not an event.
Mobile banking is a powerful tool that allows you to connect with your members anytime, anywhere. Ensure the most engagement with your app by designing and developing it with the end user in mind. After all, your mobile app is another avenue that allows you to forge deeper relationships with your members and will only become an increasingly important tool in the future.
Jami Jennings is director of direct channels at EPL, Inc. For info: www.eplinc.com.