What is best in class in online banking right now

HM BANK
INTERNET BANKING HM
1:: GOAL
TO DELIVER TO HM BANK
AN ONLINE BANKING SOLUTION
THAT IS BEST IN CLASS AND
THAT TRULY SETS IT APART
FROM COMPETITION

HM BANK
INTERNET BANKING HM
2:: WHAT WE LEARNT ABOUT YOU
We conducted interviews with your various business stakeholders, and your product specialist, and learn everything
we could about your current banking.
We know that you want the key features of your online banking to be:
- Account aggregation
- Transactions and statements
- Payments and transfers
- Account servicing
- Message centre
- Personal financial management tools
- Account opening
- Innovative ways to improve customer service
- Mobile / smartphone / tablet banking
We understood that success means creating online banking user experience that is best in class (measurable KPI -
increase in % of user satisfaction using new platform VS. old one, proven in independent user tests and surveys)

HM BANK
INTERNET BANKING HM
2:: DISCOVERY WHAT IS BEST IN CLASS ONLINE BANKING
We did our research into competitors, we found out who is getting the industry and users praise and why, and we
accessed the best of the industry research.
So, what is objectively, and in practical terms, best in class in online baking right now ?
(Source: Forrester “Trends 2013: Five Trends Shaping The Next Generation Of North American Digital Banking”)
• personalised user experience - users expect personalised experience, and shaping and building their own list,
folders, categories and completing their profiles. The most useful way this translates to banking is to e.g. allow
mixing of business and personal accounts for small business owners, for consolidated cash flow. Also
customisable views - let users see data how they want it. Also allow users to tag their spending, add custom
labels and filter by them, search by free keywords, add notes and pictures to transactions

HM BANK
INTERNET BANKING HM
• innovate for mobile and desktop by undercovering users hidden needs - just moving online banking
functionality to mobile is not enough - innovate for mobile and desktop and offer new solutions by
undercovering users hidden needs
- U.S. Bank introduces 'Photo bill pay' - pay the bill by taking a picture of it with a phone, and the software will
recognise all details and input them in your payment interface
- Allowing users to see their balance before login on mobile
- 'Safe to spend now' feature - show you what is safe to spend now by deducting all the pending transition and
upcoming direct befits, bills ext

HM BANK
INTERNET BANKING HM
• embrace cross channel and maintain continuum of its user experience - e.g. offering human assistance to
someone researching online complex products, also allow switching from online to offline channel by allowing to
call and off-line agent will pick up and continue with your application, or applying on mobile give you an option
to switch an application to desktop etc. Deliver consistency and continuity between various digital touch points
• deliver intelligent contextualise help - like virtual assistant help chat - which brings to online banking the
simplicity and reassurance of in-branch banking
• gamification of banking - Simple Banking "Master your finance" - saving for various goals creates challenges
that uses enjoy trying to complete

HM BANK
INTERNET BANKING HM
2:: DISCOVERY WHAT IS BEST IN CLASS MOBILE BANKING
What is best in class in mobile banking?
(Source: Forrester “2013 Global Mobile Banking Functionality Rankings”)
• great range of touch points - sms, native Android, iOS and Windows apps, responsive mobile web, tablet apps
• great transactional functionality - full payments functionality available on mobile - account transfers, bills
payments, person to person payments, plus using mobile context - e.g. setting up payees from contacts on the
phone etc.
• offering useful contextual options - showing information relevant to mobile context i.e. current rates, nearest
branch, quick look at 'available to spend now' balance before log in
• offering extensive functionality - the more of what you could do online the better
• improved, simplified login & enrolment - safe and simple setting of a pin code, and other easier ways on
verification on mobile. Plus ability to sign up to services from the mobile
• allow to customise transaction history with mobile UGC - e.g. adding pictures to transactions,
GEO location etc.

HM BANK
INTERNET BANKING HM
2:: DISCOVERY WHAT IS BEST IN CLASS MOBILE BANKING
Best mobile banking apps are easy to use:
(Source: Forrester “2013 Global Mobile Banking Functionality Rankings”)
• value - showing straight away that user goals can be achieved - i.e. landing pages with prominent links to
content and functionality, plus allowing users customise content of home and landing screens
• clear navigation - majority of apps use persistent menu at the bottom of the screen to help users navigate, one
uses omnipresent drop down menu
• presentation - plenty of graphics, icons and interactive elements that make apps more intuitive and
simple to use
• trust and security - easy access to security and privacy policies, plus contextualised security help
• improved, simplified login & enrolment - safe and simple setting of a pin code, and other easier ways on
verification on mobile. Plus ability to sign up to services from the mobile
• have context driven features - e.g. showing users nearest branch and cash machine on home screen, showing
current local exchange rates, advising on banking charges when user is abroad, plus contextualised offers
and products

HM BANK
INTERNET BANKING HM
2:: DISCOVERY COMPETITORS
User opinion on Barclays: “You have to search around for practically everything. It is not very intuitive and feels really
cluttered”
User opinion on Lloyds: “Feels dated and very limited. It is simple to use though”

HM BANK
INTERNET BANKING HM
2:: DISCOVERY COMPETITORS - VOTED BEST IN THE UK
Nationwide was voted “Best Overall Online Provider” 2013 by YourMoney.com.
User opinion: “Gets the job done. There is plenty of features I never used. I see no need. I’m used to it so
I find it easy”

HM BANK
INTERNET BANKING HM
2:: DISCOVERY COMPETITORS - VOTED BEST BY USERS
& business insiders
User opinion: “it's actually fun to check my balance and goals”, “Amazing and cool, banking at its best”, “Amazingly
simple to use, with all the complexity removed, instead there is place for features I actually WANT to use”

HM BANK
INTERNET BANKING HM
2:: DISCOVERY USERS VIEWS ON ONLINE BANKING
We have listened to what users like and dislike in online banking:
(Source: forums.moneysavingexpert.com)
General dislikes:
• cluttered layout and having to look for things
• adverts and trying to sell me products
• lack of online assistance -”No online assistance. If you have a problem with online banking you can email them,
but they don't reply
• not detailed information available on demand (e.g. cheques still pending, account paid in details, mortgage
account numbers etc.)
• fancy looks instead of full fledged functionality on mobile - "sure it looks fancy, but you can only view your
balance, and last 6 transactions, and transfer money to yourself"
• dislike for not intuitive interfaces
• business account have completely different layout to personal accounts
• unable to connect my business accounts with my personal accounts
• alternative ways of verification / login in when forget your log user id number

HM BANK
INTERNET BANKING HM
2:: DISCOVERY USERS VIEWS ON ONLINE BANKING
General likes:
• intuitive to use and simple
• looks clean and uncluttered
• you can do everything on mobile as you can do online
• instant / real time show of transactions made
• showing which transitions are still pending and breakdown of them
• customisable and detailed notification
• live chat help

HM BANK
INTERNET BANKING HM
3:: YOUR RECIPE FOR BEST IN CLASS PRODUCT
How do you achieve best in class online baking solution?
(Source: Our combined industry insight & user research intelligence)
• focus on most used tasks and make them great - less is more. Make the popular features great, and
standing out from other solution available on the market. You’ll achieve that by answering your
users real needs
• support your key user tasks with useful features that meet their needs
• add 'live chat' with advisor - available from all screens
• offering extensive functionality - the more of what you could do online the better
• let users personalise data and its view - let users freely label & categorise
their transaction, and make the history sortable by custom labels,
and searchable by free keywords.
• create mobile app with desktop functionality plus contextualised content -
let users achieve everything they
could on desktop, plus contextualise and build on mobile
specific data - location, time, mobile contacts etc.

HM BANK
INTERNET BANKING HM
Your users really care for three types of actions / tasks when banking online:
(Source: Forrester research)

HM BANK
INTERNET BANKING HM
Discover your users real needs:
I want easily and quickly
make payments via my
mobile, while I am on the
go
I’m not great with money,
and I often overspend. I nd
it confusing when I pay for
things, but later my account
gets overdrawn. Why?
JULIA, 29, IT support, single,
extensive internet social media user,
uses mobile banking 3 x a week, and
online banking twice a month
TRACY, 38, part time school assistant,
divorced, mum of 2, extensive social
media user, uses mobile banking 2 x a
week, online banking once a week
KATE, 49, customer service assistant,
married, 2 children, moderate internet
social media user, uses mobile banking
4 x a week, and online once a month
I need to quickly check on
the go if customer paid me
for the job, I also need to
see if the cheques I paid in
TOM, 48, plumber, married,
father of 2, medium internet user, uses
mobile banking 6 x a week, online
banking 3 times a week
STEVE, 19, student, extensive internet
user, uses mobile banking 4 x a week,
online banking once every two months
CRAIG, 62, retired, married,
father of 4, low internet user, uses
online banking twice a month
I need to see how much
money I have left till my
next pay, I also need to
track my spending and
make quick payments
I want to see clearly which
transactions are pending. If
I’m unsure about anything, I
want a way to quickly ask
for help
I want to clearly see how
much I can spend. Also I’d
like to have a ‘safety net’ -
money which I can use
when I run out
I want to ask for help when I
need it. I sometimes don’t
know what money was
taken for - can description
be clearer?
I want to browse my trans-actions
easily, and personal-ise
them, so I know what
they were - that would
make it easier
I want to see exactly how
much I can spend, without
defaulting on my direct
debit for mobile and other
regular payments
I want to pay for things
straight from my mobile, as
sometimes this is most con-venient
and quickest
cleared
I like to see how much I
spent while socialising, and
I keep an eye on my bal-ance
on regular basis. Also, I
need easy way of saving
I want to be able to easily
know where exactly my
money is going. Sometimes
I don’t recognise transac-tions
I nd internet banking con-fusing,
I need It to be
simple to use. Why does it
have to look so complicated
?

HM BANK
INTERNET BANKING HM
Map your user needs to most frequently used online banking tasks, and try adding features and functionality to them,
that answers your users needs :
USER NEEDS USER TASKS TASK FEATURES TO ADDRESS NEEDS
ACCOUNT BALANCE
PAYMENTS
TRANSACTION HISTORY
I need to see how much money I have
left till my next pay
I get confused when I can pay for things,
but then I get overdrawn
I want to see clearly how much I can
spend. I’d also like a ‘safety net’
I want to see exactly how much I can
spend, without defaulting on standing
orders
I need to see quickly if customers paid
me for the job, and if the cheques cleared
I want easily and quickly make payments
via my mobile, while I am on the go
I need to make quick payments
I need to pay for things straight from my
mobile, as well as make transfers, as sometimes
this is most convenient and quickest
I want to browse my transactions easily,
and personalise them, so I know what
they are
I want to easily track my spending.
Sometimes I don’t recognise transac-tions
I need to quickly check if customer paid
me for a job
FREE TO
SPEND
NOW
CLICKABLE
BREAKDOWN
of balance
SHOW
PENDING
ALWAYS
VISIBLE
SAVING
POCKETS
SETTING
RESERVES
ONE PLACE
TO MAKE
ALL
EASY
ACCESSIBLE
QUICK
ALWAYS
FROM ALL
touch-points
SEARCHABLE
BY FREE
KEYWORDS
FREE
TAGGING
LABELLING
ADDING
NOTES
GEO
TAGGING
ADD
PICTURE

HM BANK
INTERNET BANKING HM
Address user needs in your online banking dashboard, so users can see the value straight away:
I want easily and quickly
make payments via my
mobile, while I am on the
go
KEY TASKS USER NEEDS
ACCOUNT
BALANCE PAYMENTS
TRANSACTION
HISTORY
ONLINE DASHBOARD
TASK FEATURES that
address users’ needs
ONE PLACE
TO MAKE
ALL
EASY
ACCESSIBLE
QUICK
ALWAYS
FROM ALL
touch-points
SEARCHABLE
BY FREE
KEYWORDS
FREE
TAGGING
LABELLING
ADDING
NOTES
GEO
TAGGING
ADD
PICTURE
ACCOUNT
BALANCE PAYMENTS
TRANSACTION
HISTORY
I need to see how much
money I have left till my
next pay, I also need to
make quick payments
I’m not great with money,
and I often overspend. I nd
it confusing when I pay for
things, but later my account
gets overdrawn. Why?
I want to clearly see how
much I can spend. Also I’d
like to have a ‘safety net’ -
money which I can use
I want to be able to easily
know where exactly my
money is going. Sometimes
I don’t recognise transac-tions
I want to see clearly which
transactions are pending. If
I’m unsure about anything, I
want a way to quickly ask
for help
when I run out
I want to pay for things
straight from my mobile, as
sometimes this is most con-venient
and quickest
ADDING
NOTES
I want to browse my trans-actions
easily, and personal-ise
them, so I know what
they were - that would
make it easier
I want to see exactly how
much I can spend, without
defaulting on my direct
debit for mobile and other
regular payments
I like to see how much I
spent while socialising, and
I keep an eye on my bal-ance
on regular basis. Also, I
need easy way of saving
I need to quickly check on
the go if customer paid me
for the job, I also need to
see if the cheques I paid in
cleared
FREE TO
SPEND
NOW
CLICKABLE
BREAKDOWN
of balance
SHOW
PENDING
ALWAYS
VISIBLE
SAVING
POCKETS
SETTING
RESERVES
FREE TO
SPEND
NOW
FREE TO
SPEND
NOW
ALWAYS
FROM ALL
touch-points
ALWAYS
FROM ALL
touch-points
FREE TO
SPEND
NOW
FREE TO
SPEND
NOW
FREE TO
SPEND
NOW
SEARCHABLE
BY FREE
KEYWORDS
SEARCHABLE
BY FREE
KEYWORDS
SEARCHABLE
BY FREE
KEYWORDS
ADDING
NOTES
SAVING
POCKETS
SAVING
POCKETS
SHOW
PENDING
SHOW
PENDING
EASY
ACCESSIBLE
QUICK
EASY
ACCESSIBLE
QUICK
ADD
PICTURE
ADD
PICTURE
ONE PLACE
TO MAKE
ALL
SEARCHABLE
BY FREE
KEYWORDS
CLICKABLE
BREAKDOWN
of balance

HM BANK
INTERNET BANKING HM
3:: YOUR RECIPE FOR BES1T: I:N G COLALSS PRODUCT
Support key user tasks by easy access and help:
additional user tasks
easy access key user tasks omni-prominent help
ACCOUNT
BALANCE
MULTI FACETED
LOGIN
INSTANT
SUPPORT
CHAT
PAYMENTS
TRANSACTION
HISTORY
I want to ask for help
when I need it.
If I’m unsure about
anything, I want a way to
quickly ask for help
I need alternative ways of
verication / login in when
forget your log user id
number
I want other options
of logging in, when I
forget my User ID,
or banking number

HM BANK
INTERNET BANKING HM
What are the needs for login screen:
make it simpler.
I already have a pin on mobile
ONLINE BANKING
LOGIN
on mobile,
provide me with tips,
if I can’t remember details
don’t distract me with things
I don’t need now
log me log in other
ways
I ignore things
I don’t use
I don’t remember
my login numeric user ids
help me quickly
if I can’t log in

HM BANK
INTERNET BANKING HM
How login screen can support users’ needs for simplicity and help:
MULTIPLE LOGIN METHODS LIVE HELP - ONLINE AND OFFLINE
PLEASE LOGIN using your ID Any trouble? Can we help you?
Or, if you prefer, you can always
call us on 0800 700 333
Your banking ID
Don’t remember your ID? It’s fine!
Login using debit card details.
Alternatively, you can always log in
by answering some (very)
personal questions
Speak directly to our adviser Amy, who will
help you in minutes
Your password
LOGIN
Type your question here.......

HM BANK
INTERNET BANKING HM
3:: YOUR RECIPE FOR BES1T: I:N G COLAALSS PRODUCT
What are users expectations and needs for great online banking dashboard :
ONLINE DASHBOARD
simple
make it obvious,
I don’t want to
search for
things
easy to
use
help me quickly
when I need it
I don’t need now
don’t make it
cluttered
I ignore things
I don’t use
intuitive
focus on things
I do most
unless it answers
my need clearly,
I will never use it

HM BANK
INTERNET BANKING HM
First draft of application IA - possible sitemap task flow :

HM BANK
INTERNET BANKING HM
Possible dashboard layout configurations :

HM BANK
INTERNET BANKING HM
How dashboard can service 3 key user tasks, and answer to user needs and expectations :
Your recent transactions
ACCOUNT
BALANCE PAYMENTS
FREE NOW : £1350.75
£4.65
£87.19
£6.50
£55.23
£8.75
£95.00
£97.50
£135.00
7
MAY
11:45am
6
MAY
19:45pm
6
MAY
11:45am
4
MAY
12:48am
3
MAY
10:35am
3
MAY
10:15am
2
MAY
21:45pm
1
MAY
2:45pm
TRANSACTION
HISTORY
Any question? I can help! Or, if you prefer, you can
always call us on
0800 700 333
£2949.70 is your total balance, - £11200 in upcoming payments, - £478.95 in pending transactions
Pay To
From When
Costa in Woodley
My note - catch up with Amy, #coffee, #change
Sainsbury’s in Calcot
Weekly shop, #food
Cancer Research in Richmond
BP in Teddington
My note - catch up with Amy, #petrol
Costa in Woodley
British Gas - standing order
#gas, #bills
search by keyword
London Street Brasserie in Reading
Dinner with Dave, #treat
Vintage Scarlet in Bath
Couple of tops and a dress, #clothes, #overspending
LOG OUT
Speak directly to our adviser Amy, who will
help you in minutes
Type your question here.......
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Using saving pockets
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Privacy policy | Security Policy | Other Necessary Links All right reserved © HM BANK 2014
don’t make it
cluttered
simple
easy to
use
make it obvious,
I don’t want to
search for
things
help me quickly
when I need it
I don’t need now
I ignore things
I don’t use
intuitive
focus on things
I do most
unless it answers
my need clearly,
I will never use it

HM BANK
INTERNET BANKING HM
Recommendations for mobile responsive web:
• provide full desktop transactional functionality - let users bills and people and make transfers
• include contextual data - show nearest branches and cash machines
• use mobile data and mobile capacities - allow users to tag transactions with photo notes - e.g. receipts or
pictures of purchases, allow adding payees from phone contacts
• allow easy cross channel experience - provide phone numbers and address for offline help
• make logins simple - safe and simple setting of a pin code, and other easier ways on
verification on mobile
• easy and consistent cross whole application navigation - that will include global and contextual links
• show value to user straight away - prominent links on landing screen to key tasks and functionality

What is best in class in online banking right now

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