Mobile Internet has opened up a new financial era
In order to explore the popularity of mobile Internet and changes in users' demands for financial services, in 2017, Tencent's User Research and Experience Design Department (CDC) conducted an industry survey with 28 domestic banks. In this survey, we found a lot of interesting data. For example, in the past year, 37% of users' funds in the bank have relatively decreased, and 79% of the decreased funds have flowed to Internet financial service platforms. 85% of users' common consumption expenditure is mobile payment. The time for selecting and purchasing wealth management products has also changed. Only 20% of users buy wealth management products during business hours... From these data, we can also see the changes in the industry, which makes us feel that the mobile Internet has a great influence on traditional finance. With the obvious impact, the financial habits and concepts of users have also changed.
In the past, if we wanted to handle banking business, we needed to go to a bank outlet. Now, if we want to transfer funds, deposits and other basic financial services, we can directly use mobile banking to handle them anytime, anywhere; Paperless transactions can be realized; you still need to queue up to handle business at the bank, but using facial recognition technology in Internet banking, even account opening can be done remotely.
With the development of the mobile Internet, banks in the future should be able to break the time and space limitations of traditional banks in providing services and products, and can provide users with financial services at any time (Anytime), anywhere (Anywhere), and in any way (Anyhow). Serve. This involves new online services that traditional banks have never provided before, while the mobile Internet is a new carrier of these contacts, opening a new financial era.
2. There is a gap between users' expectations for Internet banking services and physical experience
The survey also found that the overall product satisfaction of mobile banking apps was 71.3, compared with the average score of 82.4 for Tencent products over the years, the overall NPS ( Net Promoter Score) of mobile banking apps was -22%, and the average of Tencent products over the years was 45.1%. Through the comparison of these data, it can be seen that there is still a certain gap between the product experience of Internet banking and Tencent's product experience. There is a difference b2b data between users' expectations of financial services and their physical experience.
Internet banking will transfer offline services to online services, and the time and scope of services will be wider, which is also the development trend of future banks. In particular, WeBank is an Internet bank without physical branches. It mainly provides financial services to users through the mobile app and WeChat wallet portal. Therefore, the most important contact point in the entire service process is online, which is related to the user's entire line. Good or bad experience. Different types of financial services have different users, different online service processes, and new touch points. Internet financial services will also give users an intuitive feeling.
In order to make up for the lack of online financial services, meet users' expectations for financial services, and better realize inclusive finance, it is necessary to use service design thinking to sort out new service contacts, find the current lack of experience, and optimize product processes to Build the bank of the future.
3. Service design is implemented in WeBank
The essence of service design is a process of systematically and systematically mining and optimizing the touchpoint experience in the service process, so that all stakeholders can collaborate effectively, and finally achieve a perfect user experience.
In order to better study the needs of our users, we will have an in-depth insight into the lifestyles, consumption habits and attitudes, financial habits and attitudes of different types of financial service users, and outline the portraits of typical groups of people. CDC and WeBank set up a joint laboratory for Internet banking user experience. The laboratory includes multiple functions, branding, design, and user research. It is hoped that through laboratory research, we can find the misalignment between the current customer needs and usage habits in the banking financial service/product system, and optimize the product process and experience. The laboratory can explore the differentiated advantages of Internet financial services based on the banking financial system and those provided by Internet financial companies, and provide guidance for subsequent development.