Mobile App

1. CASE STUDY: FINANCIAL INSTITUTION
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Understanding the ideal customer
experience in a mobile banking app
The business issue
Our client, a leading financial institution, sought
to improve customer experience with their
mobile banking app.
Our approach
There were two overarching objectives for this
research. Firstly, to understand the ideal customer
experience for a mobile banking app. Secondly to
inform migration to a consolidated everyday banking
and payments app,
Latitude Insights recommended research that
explored customer expectations of a mobile banking
app and motivations for uptake.
Gaining insight into the attitudes, behaviours and
needs of customers, Latitude Insights was able to:
› Identify key functions and features of a mobile
banking app
› Understand benefits to customers
› Determine key communications messaging to
encourage uptake
The methodology
Latitude Insights designed a dual approach
beginning with an online community to inform early
concepts, followed by deep dive focus groups to
explore branding and communications.
The results
The research provided our client with
direction on a migration strategy, feature
design, branding and UX design validation.
Advantages of the methodology
› Customer centered design research with daily
reporting to allow an iterative, agile process
› Integrating insights to all stages of the design
process
› Wide geographic and demographic coverage
with few obstacles and lower costs
› On-going dynamic, responsive two way
conversations
› Closer to app usage and money management
as it happens over time – reducing the need for
recall
› All client team members have ‘observer’ access
to watch the conversation unfold, meaning
constant feedback