투고일_2019.04.10 심사기간_2019.05.01-14 게재확정일_2019.05.15
Research on Optimization Strategy of Mobile Banking Application Based on User Experience 사용자 경험에 기반한 모바일 뱅킹 앱의 기능 최적화 전략 연구
Liu, Ming Zhe_Experience Design of Kookmin University / Luo, Tao(Corresponding aurhor)_Experience Design of Kookmin University
유명철_국민대학교 대학원 석사과정 / 루오타오(교신저자)_국민대학교 경험디자인학부 교수
차례 1. Introduction
1.1. The research background 1.2. The research target
2. Theoretical investigation
2.1. Overview of user experience (concept/methodology) 2.2. Status analysis of mobile banking apps
3. User research
3.1. The questionnaire survey 3.2. In-depth interviews 3.3. Set up the persona 3.4. User journey map
4. Strategy output
4.1. Summary of optimization points 4.2. The solution
5. Conclusion
References
Research on Optimization Strategy of Mobile Banking Application Based on User Experience 사용자 경험에 기반한 모바일 뱅킹 앱의 기능 최적화 전략 연구
Liu, Ming Zhe_Experience Design of Kookmin University / Luo, Tao(Corresponding aurhor)_Experience Design of Kookmin University
유명철_국민대학교 대학원 석사과정 / 루오타오(교신저자)_국민대학교 경험디자인학부 교수
ABSTRACT As an extremely convenient and efficient mobile APP, mobile banking is playing an increasingly important role in people's lives. It can be predicted that bank Internet service would become the development trend of the banking industry.
According to the report of the joint laboratory of bank user experience, the survey of the top 15 banking apps with assets found that the average user satisfaction was only 71.8%, and the average churn rate of the users with different mobile banking apps was as high as 41%, which fully demonstrated that mobile banking apps have great room for improvement in experience design.
Because of the rapid development of mobile banking, as well as its growing position in the smart financial transformation, this paper will develop for mobile banking security, stability, functional, scene, usability and user research, innovative six dimensions, combined with the theory and methods of service design user behaviour on the research and analysis, through the questionnaire survey method to at present in detail the concept of fuzzy classification, identify the main research goal, through the depth interview to get the user experience in the process of using the pain points and initial demand, from “customer thinking” to “user thinking” is the inevitable requirement of the future optimization of mobile phone bank, Combined with the characteristics of user segmentation portrait, explore the basic ideas of user experience optimization, so as to carry out all-round innovation and reform. Finally, in order to accelerate the application of technology, improve the application scene of mobile banking, integrate the advantages of banks, and increase the design efforts to improve user experience, the mobile banking app was optimized and the design scheme output was carried out.
경제와 통신기술이 발전함에 따라 스마트 터미널 제품은 핸드폰에 응용하기 시작했다. 사람들은 스마트 터미널 을 통해 생활 서비스, 학습과 사교를 진행할 수 있었다. 핸드폰 은행은 일졸 아주 편리하고 호율이 높은 핸드폰 APP어플로써 은행 업무의 실시 체크, 이체, 실시 소비정보, 마케팅 광고 등 기능을 갖췄다. 사람들의 생활에서 점점 중요한 역할을 차리고 있으며 실시간 업무, 터미널 판매와 은행 인터넷 서비스는 은행 산업의 발전 추세로 보이고 있다.
은행 사용자체험 연합실험실의 보고서에 따르면 현재 자산 규모가 앞15위를 차지한 은행 APP를 조사연구한 결과 사용자 평균만족도는 71.8% 밖에 달하지 않았고 부동한 핸드폰 은행 APP의 사용자 평균유실률은 41%
에 달했다. 이로 보아 핸드폰 은행 app는 체험 디자인 부분에서 아직도 발전공간이 많다. 본문은 중국에서 가 장 대표적인 4개 은행 APP의 서비스 디자인 이념에 따른 사용자 체험을 연구하여 최적화 책략을 내세우는데 목적을 두었다.
핸드폰 은행의 신속한 발전, 및 그가 금융 전환에서 점점 큰 역할을 차지하기 때문에 본문은 우선 핸드폰 은행 의 안전성, 안정성, 기능성, 장면성, 편리성, 혁신성 6개 각도에서 연구를 진행한다. 서비스 디자인 이념과 방법 을 결합하여 사용자 조사연구와 행위 분석을 진행하고 설문조사로 현재 모호한 개념들을 상세하게 분류하며 주 요 연구목표를 확정한다. 다음 조사를 통해 사용자가 체험과정에서의 단점과 초보 수요를 얻는다. “고객 사유”
로부터 “사용자 사유”로 변화하는 미래 핸드폰 은행 최적화 레벨업의 요구에서 출발하고 사용자들의 프사 특점 과 결합하여 사용자 체험 최적화의 기본 사로를 탐색해내며 전면적인 혁신과 변혁을 실현한다. 나중 기술의 가 속화 응용, 모바일 은행 어플 장면을 완벽화하고 은행 본신의 우세와 결합하여 사용자 체험을 개선하는 4개 디 자인 방향에서 핸드폰 은행 app를 최적화하고 디자인 방안을 수출해낸다.
Keyword
Mobile banking APP Service design The user experience
요약 중심어
모바일 뱅킹 앱 서비스 디자인 사용자 체험
본 연구는 국민대학교 교내학술 연구비 지원과제임.
1. Introduction
1.1. The research background
With the development and popularization of network technology, Internet finance has been booming in recent years. Network banking is popular because it can reduce the operating cost of Banks and improve the profitability, and customers can enjoy fast and reliable financial services without time and space restrictions. With the rapid development of Internet banking, its user experience is not satisfactory. For example, the page content is complex and the operation process is lengthy, which seriously affects the user experience. At the same time, there are few researches on the user experience design of network Banks in the academic circle, lacking of theoretical guidance.
Current mobile banking in China is facing the biggest challenge comes from several major social, the electricity company, tencent, alibaba, jingdong Internet giant, with its large data accumulated in the field of electrical business, social and rich user insight, experience in product design, rapid penetration to the financial sector, Banks become the indirect provider of products and services. As of the third quarter of 2018, the number of alipay users has exceeded 870 million, while the number of mobile banking users is only 417 million.
Mobile banking is developed and operated by Banks, which, based on their own interests and understanding of users' needs, organize the development and operation of mobile banking system and sell mobile banking to users as "finished products". Users know nothing about the development and operation of mobile banking and can only passively accept a series of rules made by Banks. The needs of users are everywhere, and the communication between users and the system design and development is not smooth or even completely disconnected, which determines the inherent defects of mobile banking and hinders its better development. When the financial industry enters the Internet era, it means the complete disruption of the original business model. In terms of user attributes, user behaviors and user usage data, electronic means are far superior to traditional means in mastering and analyzing such information. While at the same level of other factors (such as product quality, technical level, industry experience, etc.), the factor that can have absolute competitive advantage is only the user scale. Banks are an industry with a large number of users. Therefore, improving the product quality of mobile banking and paying attention to user demand and experience are the keys to winning the future of electronic banking.
1.2. The research target
Mobile banking is a new banking business channel with bank communication equipment as its carrier. With the continuous development of communication technology and economic level, based on mobile phones and other handheld terminal of products is also in rapid development, and for the banking industry, how to make the user as fast as the most convenient way to access is undoubtedly the most important question, in this case, the use of mobile phone bank began to gradually accepted by people and attention, the use of mobile banking users can use a mobile phone anytime and anywhere to transfer, pay the phone bill, such as operation, many business users can use a mobile phone to operate and handle, Banks' internal node pressure naturally small, along with the advance of science and technology, At present, this mobile banking technology has basically become mature, which can guarantee the real-time processing of business and the
security of information. For Banks, postal service hall of the counter has a lot of customers need to handle business, Banks often crowded, within a huge workload for staff, and development system based on mobile phone bank for a bank is not only reduce the workload, you can also through the mobile phone business data to analyze customer information, so as to achieve the accurate product push, the use of mobile phone bank will also be able to create a certain value, the client can belong to the bank's own advertising information on the server, also can undertake to promote exchange of resources, and other businesses in this way, can play the potential of platform, It really benefits both the users and the bank itself. At present, the internal data resource management of Banks is changing from traditional communication to value-added strategy based on data control platform. For the customers who can handle the business on the mobile phone, they can avoid the trouble of waiting in line for business in the bank during business hours. At the same time, Banks also have some electronic payment platforms, such as WeChat payment and alipay payment. Currently, WeChat has 600 million users, including 500 million domestic users and 100 million foreign users. All Internet products are occupying users' mobile terminals by various means. Terminal sales and banking Internet service will become the main business of operators, and Banks also need to keep pace with The Times to quickly develop new channels.
In view of the rapid development of mobile banking and its increasingly prominent position in the transformation of smart finance, this paper first studies and analyzes the six dimensions of security, stability, functionality, scene line, ease of use and innovation of the four most representative banking apps in China, conducts user research and behavior analysis based on the theories and methods of service design, finds out the pain points in the use process and excavates the potential needs of users, and finally puts forward the help and Suggestions for optimization and improvement of the output strategy schemes.
2. Theoretical investigation
2.1. Overview of user experience (concept/methodology)
Service design looks at products in a systematic way. In the traditional marketing model, the product is regarded as a commodity, and its modeling and function are the main selling points of the product. The product prompts the user to purchase through its gorgeous appearance and excellent functions. Once the product is successfully purchased, the marketing system is regarded as a closed loop. From the perspective of service design, the product is no longer just an object focusing on the sensory level or functional level such as color, shape and craft, but regarded as a system. In the whole process before, during and after the use of the product, the user and all the intersection of the product constitute the experience elements of the product. Over time, users interact with different touch points in different environments, instead of focusing on just one touch point of the product. User experience is not a one-time reflection of the user's final purchase of the product, but the realization of the user and the product in the process of contact again and again. Every contact between the user and the product is a contact point, and the added value of the product is realized through each contact point. The problem for designers is no longer to solve the complexity of products, but to design a system that can fully adapt to changing conditions.
At the same time, the enterprise will also work from the system function to the system
relationship, the enterprise must often look at the industrial structure and their own positioning problems, systematically for the survival and innovation strategy for sustainable planning. The scale effect of product will give way to the effect of service system. With the rise of networking at all levels of industry and society, the utility of a single product will be replaced by the utility of a service system. At the same time, an open and sustainable service system must be maintained.
Technology is making people's lives more automated, but “people” are still at the heart of service design. With the continuous growth of enterprises and service organizations and the improvement of industrialization, more personalized service experience is required.
According to the report of the joint laboratory of bank user experience, although digitalization and online operation have become a trend, the survey on the top 15 banking apps with asset size shows that the average user satisfaction is only 71.8%, and the average user loss rate of different mobile banking apps is as high as 41%.
2.2. Status analysis of mobile banking apps
In recent years, with the rapid development of mobile communication technology, banking gradually from the traditional counter move in the direction of more convenient network, mobile network and mobile banking as a combination of commercial Banks business got great development, especially the popularization of the technology of 4 g and the popularity of smart phones but also greatly promoted the popularization of mobile banking.
Compared with traditional banking services, mobile banking, by combining the technical advantages in the field of communication with the functions of banking and financial services, can greatly reduce costs, including the cost of building and maintaining the transmission channel of bank branches and the cost of users' access to financial services.
For customers, the use of mobile phones to carry and at any time the characteristics of operation, both to solve the problem of convenience, but also to solve the problem of timeliness. For Banks, on the one hand, mobile banking has extended the service time of Banks and expanded the scope of banking services; on the other hand, it has also virtually increased many business outlets of Banks, truly realizing 24-hour service and vigorously expanding intermediary business. For mobile operators, it not only improves the value-added services, but also expands the business areas.
In addition, by making use of the mobile Internet, mobile banking can also expand its banking and payment business to regions without financial branches and consumer groups without bank accounts, truly solving problems such as lack of financial services in remote areas and financial needs of low-income groups, and improving the coverage of financial services. Compared with other countries, China's mobile banking has not been developed for a long time, but thanks to the changes in the market environment, it has entered a stage of rapid development in recent years, with rapid expansion of transaction amount and continuous improvement of products and functions. Gradually get rid of the traditional channel supplementary positioning in the retail banking business is playing an increasingly important role. The rapid development of mobile banking in China is closely related to the improvement of external environment.
Seen from the usage of mobile banking, the client of mobile banking has both basic business functions and value-added service functions, which reflects the strategic layout of some Banks using mobile banking to build a mobile financial platform integrating mobile
banking, mobile payment, mobile life and mobile marketing. So far, the main usage scenarios or mobile banking transfer, account for most of the business, however, with the vigorous development of the mobile banking, mobile banking in the other business are also accepted by users and use, especially pay cost, investment banking and shopping function, new business will be the rapid development of mobile phone bank provides the basis. As shown in figure 1, by the end of June 2018, the number of mobile banking users of icbc, China construction bank, agricultural bank of China and postal savings bank is around 200 million, respectively 297, 287, 226 and 198 million. The number of mobile banking users of bank of China also exceeded 100 million in 2017, reaching 115 million.
In 2017, the bank of communications carried out multiple version updates and upgrades on mobile phones, and completed more than 820 new or optimized functions. At the end of 2017, the number of mobile banking users of the bank of communications reached 61.06 million, an increase of 21.73% year-on-year.
<fig. 1> Five Banks in China mobile banking users contrast figure (2016-2018),
At present, the six evaluation dimensions of mobile banking applications include: security, stability, functionality, scene, usability and innovation.
1. Security: the security dimension mainly focuses on the protection of user privacy. It evaluates whether the App effectively protects user information in actions such as file reading and writing, network transmission, etc., and also examines whether mobile banking has basic security center functions such as security authentication and device binding management.
2. Stability: the stability dimension mainly focuses on the performance and efficiency of the App, including the use of CPU and memory, the consumption of traffic and power, startup speed, compatibility and other subitems. Different from the functions, scenes and UI design of mobile banking, the stability of App and its influence on mobile phone system are not easy to be concerned by ordinary users. However, if the App takes up too much resources and consumes too much, it may slow down the running speed of the phone, waste power or flow, and even cause the phone to get hot, get stuck, and flash back.
It can be seen that although the stability of a single app is often ignored, it has a great impact on the user experience and deserves close attention from users and Banks.
3. Functionality: from the perspective of banking, the functional dimension measures how much financial services mobile banking can provide to customers, that is, how much business Banks are capable of pushing to mobile terminals. Functional evaluation involves account management, deposit, loan, money transfer, investment, credit card, foreign exchange and many other aspects, with more than 80 detailed functions. In the evaluation process, we not only focus on whether the mobile banking App provides a certain function, but also examine whether common functions can be easily completed through simple
steps. Even if an App provides a certain function, if it is buried too deeply or the operation is too complicated, it will not get a good score.
4. Scene: the dimension of scene test covers many scenes such as daily life, entertainment, travel, security and medical treatment, including water, electricity and gas payment, mobile phone charge, air ticket and hotel reservation, social security, pension and medical treatment.
5. Ease of use: the problem of ease of use occupies the whole life cycle of App use in terms of time, and is full of all operating procedures in terms of space. It directly affects customer experience, which is the most obvious manifestation of the craftsmanship of mobile banking team and the effort in details. In this evaluation, the usability dimension focuses on the application experience of the App, including the import process of download, installation, initial start-up, activation and initial start-up, as well as the coordination, convenience and humanization of UI and process design.
6. innovative: innovative dimension focused mainly on the application of financial technology, including intelligent speech recognition, image recognition, face recognition and deep learning, transformation and application of technology, also including intelligent gu, intelligent integrated new product new functions such as customer service.
Based on the data reports issued by Banks in the existing literature, the author compares and summarizes the six dimensions of bank of China, industrial and commercial bank of China, China construction bank and bank of communications respectively with the average value. As shown in figure 2.
<fig. 2> Evaluation chart of mobile banking apps of four Banks in six dimensions.
Bank of China (BOC) has been developing mobile banking App for a long time, with abundant human resources and technology accumulation, and a large user base. Therefore, mobile terminal has no obvious shortcomings, performs well in all dimensions, and has absolute advantages in functionality, scene and usability.
Industrial and commercial bank of China (ICBC) is outstanding in innovation and tends to be the first to apply the latest fintech into mobile terminal products, such as the
“Capricorn wisdom investment” launched by ICBC at the end of 2016, which is a typical example. Compared with other Banks, icbc has obvious shortcomings in scene richness, and its functionality and usability need to be further enhanced.
China construction bank (CCB) mobile banking App evaluation results appear relatively mediocre, there is no outstanding highlight in each dimension index, even in the scene, ease of use and security of the bottom situation.
Bank of communications (BCM) has perhaps the least rich mobile App functions and does not use too many fancy new technologies. However, due to its “small ship”, bank of communications (BCM) is outstanding in operating efficiency and maintaining the stability of mobile phone system, and its profound business philosophy enables it to perform well in scene cutting.
According to the chart, it is not difficult to find that the four major Banks generally perform well in terms of security and meet the most basic requirements of banking app, but the scene and innovation are obviously insufficient. In the future, mobile Banks should return to the origin of Banks, improve mobile application scenes, cover life scenes and enhance user stickiness.
3. User research
3.1. The questionnaire survey
Based on the research status of mobile banking and the service design idea of improving user experience, we decided to conduct a survey on mobile banking users by means of questionnaire survey, aiming to understand user classification, user structure and user demand from a comprehensive and multi-angle perspective. Two hundred mobile banking users were randomly investigated and analyzed using online (tencent questionnaire) and offline questionnaire. Nine closed multiple choice questions were set, including gender, age, education background, occupation, proportion of living expenses, usage scenario, usage reason, usage frequency and life service function. In the end, 148 online questionnaires and 52 offline questionnaires were obtained. After analysis, the following data were obtained.
As shown in figure 3, in the gender distribution of mobile banking users, there are relatively more male users, accounting for 51.0%, 49.0% female users, and 2 percentage points more male users than female users. In addition to the influence of objective factors such as demographic attributes, the female group USES alipay/WeChat and other payment methods far more than the male group, while other mobile terminal payments such as alipay/WeChat compete for the business of mobile banking, thus affecting the use of mobile banking. As a result, the proportion of female group in mobile banking is slightly lower than that of male. group.
<fig. 3> Gender distribution of mobile banking users.
From the age attribute of mobile banking users, the proportion of people aged 40 and below reaches 73.7%, among which 39.8% are aged 31 to 40 and 35.8% are aged 18 to 30. Middle-aged users aged 31 to 40 are the main force of mobile banking, followed by young people aged 18 to 30. For such a young user groups, although income is far lower than the middle-aged people, but the stress in your life compared to middle-aged is low, so this kind of crowd in the consumer and the middle-aged people close to the comprehensive ability level, and then on the usage of mobile banking is second only to the middle-aged, for more than 40 people, receive the degree of novelty is far lower
than the other user groups, so for the usage of this kind of Internet new thing mobile banking also far lower than other types of user groups.
From the perspective of the educational attributes of mobile banking users, mobile banking users are more inclined to those with higher education. Among them, mobile banking users
<fig. 4> Age distribution of mobile banking users.
with bachelor's degree or above account for 66.5%, users with college degree or above account for 21.0%, and users with college degree or below account for only 12.5%. Mobile banking as the product of the Internet era, affected by the early promotion and operation interface complexities, less-educated people accept degree is relatively low, and the highly educated people on the novelty of acceptance and self learning ability with good properties, so the current mobile banking mainly composed of highly educated people.
<fig. 5> Mobile banking user educational background distribution.
From the perspective of the professional attributes of mobile banking users, mobile banking users are mainly concentrated in the company's grassroots employees and employees, the proportion is 28.0% and 27.3% respectively, for having broad prospects for development of freelancers and a body operators accounted for only 6.3% and 4.1%, influenced by mobile phone bank transfer and so on, the future of freelancers and individual operators to use mobile banking accounted will gradually increase, the current should begin to focus on such people demand of mobile phone bank.
<fig. 6> Mobile banking users professional situation.
In the analysis of the monthly income of mobile banking users, the middle and low income users with monthly income of 3,000 to 8,000 are the main force, accounting for 50.5%, and the middle and high income users with monthly income of more than 8,000 account for 40.4%. With the gradual improvement of mobile banking security, mobile banking users will gradually transfer from the middle and low income groups to the middle and high income groups.
In the analysis of the monthly average living expenses of mobile banking users as shown in FIG.7, the average consumption of mobile banking users is relatively low. The monthly average living expenses account for 52.1% of the users with more than 10% of the income, 21.1% of the users with less than 5% of the income, and 26.7% of the users with 5% to 10% of the income.
<fig. 7> Monthly living expenses of mobile banking users.
As shown in figure 8, in daily use scenarios of mobile banking, “transfer” is relatively common, especially for small amount transfer within RMB 10,000 yuan, which accounts for 40.7%, followed by inter-bank transfer, which accounts for 32.9%. Large amount transfer and inter-bank transfer, which accounts for more than RMB 10,000 yuan, account for 18.5% and 16.0% respectively. In transfer, in the majority with rural microfinance transfer within ten thousand yuan, mainly because with rural farmers income levels increase, the diversity of sources of revenue, small transfer within ten thousand yuan, the rural users widely used mobile phone banking to transfer operation, the proportion reached 46.4%, and a rural commercial bank and state-owned Banks use the phone.
<fig. 8> Daily use scenarios of mobile banking.
In the analysis of the reasons for users to use mobile banking, “convenient and quick, simple operation” is the main reason, accounting for 59.6%, followed by “anytime and anywhere available” accounting for 53.5%, and “saving money and affordable, life type offers more” for users is relatively low importance, therefore, the use of mobile banking
only accounts for 10.7%. Based on the comprehensive analysis, mobile phone breaks through the time and space limit of dealing with business at the counter, and can deal with relevant business when connected to the Internet on the mobile phone, so it is convenient and quick to become the two major factors for users to use mobile phone banking anytime and anywhere.
<fig. 9> Analysis of the reasons why users use mobile banking.
In the frequency of users using mobile banking, most of them are in the moderate frequency at present, with 1-3 times per week as the main frequency, accounting for 44.6%. Among users at all levels of cities, first-tier cities have the highest frequency of using mobile banking, accounting for 34.9% almost every day, much higher than other cities. As for the population attribute, it is mainly concentrated in the highly educated people under 40 years old, who use mobile banking more frequently.
<fig. 10> Frequency of daily use of mobile banking.
Among the functions of mobile banking, except the use of money transfer business caused by the relatively common “money transfer” scenario, the use of money transfer business is the first, followed by the personal bank query business function, which accounts for 13.8 percentage points less than the function of money transfer, reaching 35.4%. The inquiry function of personal bank is mainly used by users in third-tier and fourth-tier cities, accounting for 41.1%. Among all types of Banks, state-owned Banks dominate, accounting for 37.3%, followed by urban and rural commercial Banks. For users of joint-stock Banks, this function is rarely used, accounting for only 28.1%.
<fig. 11> Analysis of users' use of mobile banking functions.
With greater use of the mobile phone bank, the main problems in the user use mobile banking gradually emerge the water surface, of which the main security issues as a phone, the problems to be settled urgently in security issues, mainly security “after” lose their mobile phone, there are 65.4% of users have very big concern, followed by “leaks” and
“transaction security problems, accounted for 44.8% and 42.4%”. In terms of the complexity of opening procedures, operation and service fees, mobile banking of various Banks performs better at present, and the confusion of users is relatively low.
<fig. 12> Users use mobile banking pain point analysis.
3.2. In-depth interviews
Given that the results of closed questionnaires may not be complete and the information freely submitted by users is not under control, there are certain restrictions on the research ideas. Therefore, it should be supplemented by in-depth interview. This interview selected two users of the 20th and 30th generations who have been using mobile banking app for a long time. Before the interview, explain the purpose of this interview to the interviewees to ensure that they can provide their own experience according to the definition of key events. The interview includes:
(1) please recall your experience of being particularly satisfied or not satisfied during your recent use of mobile banking;
(2) when and under what circumstances the event occurred;
(3) please describe the reaction at that time, including emotional reaction and behavioral reaction;
(4) please describe the response of the system at that time;
(5) please describe your psychological feelings at that time. What made you feel particularly satisfied or dissatisfied.
According to the summary of the interview content, the dissatisfaction factors that occur
frequently in the interview process are divided into four dimensions for analysis, including interface dimension, usefulness dimension, usability dimension and security dimension.
Interface dimensions include: interface design, information layout, operation habits, navigation design four parts. Interface design refers to the interface font, color and other beautiful design, has a good visual effect. Information layout refers to the interface information content distribution reasonable, clear hierarchy. Operation habit means that the design of the interface conforms to the daily operation habit of users. Navigation design means that the interface navigation function is perfect and the flow design is reasonable. ˙ interview process, users complain about “mobile banking, a pile of useless menu items, I want to will find half a menu item. The font size of the menu item is so small that it looks like a struggle.” The small font size of menu items reflects the poor interface design. Users' difficulty in finding the menu items they want reflects the problematic navigation design. Navigation is like a “roadmap” in mobile banking, designed to make it easy for users to move from one location to another. In order to pursue unique and novel visual effects, some Banks have launched personalized version of mobile banking, which is quite different from traditional mobile banking. But some users after use, think not in line with the daily habits of operation, posted complaints, “online banking from the personality interface login after too difficult to use, the default function is too much. Functions are hard to find. All the functions in the lower left are not displayed properly in the interface. In this view, a good visual design is not only beautiful, but also fully consider the interaction with the user.”
The dimensions of usefulness include: functionality, convenience and economy.
Functionality refers to that the functions provided by mobile banking meet users' business needs, and the business types are rich. Convenience means that users can conduct business conveniently at any time. On the one hand, economy means that using mobile banking saves users the cost of time to go to the counter; on the other hand, it means that handling business through mobile banking is more preferential in terms of fees. In terms of functionality, users mainly complain about some unrealized functional requirements of mobile banking. For example, in a key event, the user asked: “do you have any plans to launch the gold fixed investment function? If not, I will open an account in another bank.” Thus, if the function cannot meet the user's needs, it will affect the user's intention of continuous use. The convenience brought by mobile banking is the main reason why users choose to use mobile banking. Users generally believe that it is very convenient to handle inquiries, money transfers and other businesses through mobile banking. In terms of economy, users are very concerned about the cost of using mobile banking and hope to reduce or exempt the service fee through preferential activities.
The dimensions of ease of use include compatibility, accuracy, ease of learning, ease of operation and ease of perception. Compatibility refers to the compatibility between mobile banking system and computer operating system, browser and other software.
Accessibility refers to the ease with which mobile banking and security certificates can be installed and logged in. Easy to learn refers to mobile banking to provide operating tips, help documents and other easy for users to learn how to operate. Easy operation means that users can easily operate and handle business. Ease of use means that mobile banking is easy for users to use.
Security dimensions include: transaction security, account security, and security awareness. Transaction security refers to the fact that it is safe for users to make
transactions in mobile banking. Account security refers to the user's account information, personal information, such as not to be leaked, tampered with. Security awareness means that users feel safe and secure when using online banking. In the critical event, the user described that “the payment was prompted ‘bank return failed’, but the money in my card was deducted. Now the problem is that I paid three times, each time more than 100, now more than 200 know where to go, and more than 100 missing, disappeared, what should I do?” Such incidents reduce users' trust in mobile banking, and security is a top concern for users. In the case of satisfaction, this study found that users believed that receiving transaction information through SMS reminders would improve the level of safety perception.
3.3. Set up the persona
Combined with the result of questionnaire and depth interview can be found that the current mobile banking cognitive and has been widely used, mobile banking user community is gradually expanding, young, highly educated become the main label, mobile banking users accounted for 35.8% for people under age 30, 31 and 40 years old people accounted for 39.8%, bachelor's degree accounted for 59.1%, highly educated young people to accept new things ability and the ability to adapt is much higher than other consumer groups. The population is mainly distributed in the basic level and middle level of each company, and the income is relatively low, mainly concentrated in the range of 3000-8000 yuan. This group of people has not only the pressure of entering the society, but also the pressure of being newly married and supporting the newborn. Therefore, their consumption behavior is in a rational and conservative state, and their expenditure accounts for less than 20%. Therefore, this group of people has both the courage to accept new things and the prudence of conservative consumption for life.
The user group presents the characteristics of young, highly educated, middle income, medium and low consumption, and its population characteristics have undergone earth-shaking changes compared with the past. The previous model can no longer meet the new needs of current mobile banking users, and user experience has become the focus of the current development of mobile banking. The transformation from “customer thinking” to “user thinking” is the inevitable requirement for the optimization and upgrading of mobile banking in the future. Combined with the characteristics of user segmentation portrait, the basic ideas of user experience optimization are explored, so as to carry out all-round innovation and reform of existing service concepts and product functions.
3.4. User journey map
Based on the previous interview results and persona created, we set up a journey map for the two scenarios of money transfer and life payment respectively.
As can be seen from figure 13, in the transfer scenario, the user's emotion is at the worst stage when binding the account and searching for the functional entrance. Therefore, the account binding process should be simplified as much as possible while ensuring the security. Most of the current apps have many function entries arranged on the homepage.
Because the content is too miscellaneous, some common functions are not highlighted, which affects the ease of operation. This problem can be solved by improving the interface design of the app.
<fig. 13> Transfer scenario user journey map.
As can be seen in FIG. 14, the pain points of users in the life payment scenario are:
failure to find the function entrance, no feedback from the waiting interface, and incomplete life payment function.
<fig. 14> Life payment scenario user journey map.
4. Strategy output
4.1. Summary of optimization points
According to the collection and analysis of user research results in the previous chapter, we analyzed and refined the problems, demand points and optimization strategies,As shown in table 1.
Problems Demand analysis Optimization strategy
Difficulty finding functional entry points
Quickly find common functional entries
Improve App appearance and ease of use
The steps to bind an account are tedious
Ensure security while minimizing validation steps
Optimize user registration and bank card binding The function of life payment is
not perfect
Meet the most basic needs of convenient life
Optimize the function of life payment
The transfer function is not humanized.
Frequent contact is required Optimize transfer and payment functions
<table 1> Life payment scenario user journey map.
4.2. The solution
4.2.1. Improve App appearance and usability
There are various ways to register and open mobile Banks. Users can register in the APP by themselves or through counters and online banking. APP self-service registration process is clear, and technically supports taking photos to identify bank card and id information. Support mobile phone number login, quick login support fingerprint, gesture password, etc., login mode switching is more convenient; If there is an abnormal login, the APP will prompt you friendly.
The main interface is friendly, and the bottom sidebar is divided into five functional sections: “history, life, home page, money transfer and mine”. Add “history” page for users to query consumption records, arranged in the form of a list, clear at a glance. The two most commonly used functions, “life” and “money transfer”, are upgraded to the highest level for users' convenience. “Home page” only shows the information related to the account, change the function list, the current situation of complex information. As shown in figure 15.
4.2.2. Optimize the process of user registration and bank card binding
We can optimize the interaction from two aspects: reduce the number of user clicks and reduce the difficulty of operation. To enable users to complete the operation with fewer clicks is to improve the efficiency of information input and feedback. The application of some new technologies can help us achieve this goal. In addition, it can reduce repeated verification steps. For example, in the current mobile banking account binding, users need to receive and input SMS verification codes twice or more, which can reduce the number of verification times and reduce the burden of users.
For example, when binding bank CARDS, some products provide users with the function of taking photos to identify the card number, so that users do not need to manually input the card number. This reduces the number of clicks and reduces the risk of manual errors.
In addition, there are some biometric functions such as fingerprint payment and facial login. The application of these new technologies can greatly improve the interaction efficiency of users. Therefore, it is necessary for designers to pay constant attention to new technologies.
Of course, that doesn't mean we need to keep our head down in the pursuit of new technologies. In many cases, the product experience can be optimized as long as the existing technology is well digested. For example, when typing gender, here is the style of the drop-down list selected by the designer, but I think it is more appropriate to use the radio box, because there are only two options in total. Selecting a radio reduces the number of clicks a user makes.
4.2.3. Add life payment function
As shown in figure 15, in terms of life services, the “life” section can be added to support common payment functions such as telephone bill, water, electricity and gas, as well as other life services such as game recharge, shopping mall, taxi service and oil card replacement. In addition, the APP supports payment services such as scanning code payment and two-dimensional code payment collection. It also provides cross-border remittance, cashless card withdrawal, network appointment and other common services.
“Life” focuses on mobile phone, going abroad, car and house.
4.2.4. Optimize transfer and payment functions
For the commonly used transfer and remittance functions, the APP supports bank account/mobile phone number transfer, as well as quick transfer between the commonly used payee account and my account. It can manage the payee, add, delete and search the payee; You can also manage the transfer amount and check the transfer records. In addition, adding a “contact” allows for quick transfers.
In the system, there are intra-bank transfer, inter-bank transfer and foreign exchange transfer. If a user transfers money to an account belonging to our bank, he/she will choose intra-bank transfer; if he/she transfers money to another bank, he/she will use inter-bank transfer; if he/she transfers money to a foreign bank, he/she will use foreign exchange transfer. As shown in figure 15.
<fig. 15> Mobile banking app solution design.
5. Conclusion
In the era of mobile Internet, internet-based intelligent financial services have penetrated into every aspect of people's life. Mobile banking in the future will be an important platform for product innovation, business development and strategic transformation of Banks. All channels and connections of Banks should be built into a new banking form with mobile banking. In this sense, the future of mobile banking may have the following development directions:
The first is the acceleration of technology applications, mobile banking functions continue to expand. As the world enters the period of technological development explosion, new technologies and new means are constantly penetrating into various industries, and banking is no exception. In mobile banking, face recognition, fingerprint recognition, speech recognition technology such as stirring, where there are login, register, key trading accounts, loans, replacement of equipment, can open real-time face recognition and fingerprint verification function auxiliary check customer identity, this new update, reduces the pseudonymous login, the risk of theft of funds, so as to ensure the safety of users. The application of new technical means is not only reflected in improving the security of mobile banking, but also reflected in improving the user efficiency.
The second is to return to the origin of Banks and improve the application scenarios of mobile banking. In the context of the huge number of registered users, the next development focus of mobile banking is to improve the stickiness and activity of App.
The improvement of stickiness and activity lies not only in the expansion of marketing and functions, but also in the continuous improvement of mobile banking scenes and the
enrichment of various application scenes, including the scenes of payment, shopping, movie tickets, air tickets, information services and so on. Increase user stickiness and thus mobile banking activity.
Third, further integrate the traditional advantages of Banks to achieve differentiated development. In reality, different Banks have their own advantages and different customer groups. Therefore, different types of Banks should fully grasp their own characteristics and integrate their genes into mobile banking to make their own characteristics according to customers' needs. In this sense, large state-owned Banks, joint-stock Banks, urban commercial Banks and rural commercial Banks will have obvious differences in the function construction of mobile banking due to the differences in customer groups and their own abilities. This is also confirmed by our evaluation results of mobile banking apps of different types of Banks.
Fourth, increase the investment in large design and improve the user experience. User experience is an important factor in determining customers' acceptance of App. A successful App, in addition to the need for high-frequency applications, good performance, simplicity and good interactivity are very critical. At present, most Banks have begun to pay attention to the user experience of mobile banking, and at the same time, they need to strengthen management and resource investment.
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