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8/7/2019 Banking on Users
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HSBC Technology Services USA
Banking on UsersQualitative Research and Online Banking
Harsh Jawharkar, Consultant, User Centered Design, HSBC
JoEllen Kames Consultant, User Centered Design, HSBC
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2HSBC Technology Services USA
HSBC UCD Team
HSBCHeadquartered in London, HSBC is one of the largest banking and financial services
organizations in the world. HSBC's international network comprises over 9,800 offices in
77 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East
and Africa.
The HSBC UCD team4 28 members
4 3 locations: Chicago, Vancouver and Buffalo
4 User Research
4 Information Architecture4 Interface Design
4 Concept Testing & Validation
DISCIPLINES
SKILLS & EXPERTISE
4 Ethnographic Research
4 Usability
4 CSS Strategy & Implementation
4 Visual Design4 Accessibility
4 Online Branding
4 Globalization
4 Search Engine Optimization
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3HSBC Technology Services USA
User Centered Design Process
ResearchBenchmarksIdentify Audience(s)Validate ObjectivesCompetitive AuditsStakeholder InterviewsUser Observations
BrainstormingPrioritization
RankingValue PropositionFeature setConcept ModelConcept testingUse Cases - Initial
IA: Flows, Sitemaps, WireframesDesign ThemesUse Cases - FinalCode DesignInfrastructure BlueprintsPrototype Testing
Image productionBack-end integrationPrototype TestingHTMLJSP
LaunchMeasureCompare
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4HSBC Technology Services USA
Many Kinds of Research to Understand Users
evaluative generative
in person
removed/remote
contextual interviews
focus groups (online)
focus groups
ethnographic observation
self reporting, journaling, etc
product usagemeasurements + reporting
shopper intercepts
surveying (online)
disposable camera studies
participatory design
usability testing (online)
usability testing
prototype testing (online)
prototype testing
telephone interviews
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Many Kinds of Research to Understand Users: Putting it Together
Different design problems present different types of questions about customers.
Different research methods yield different types of data about customers.
The key to successful research efforts is carefully designing the particular research protocol to
ensure that the methods you choose deliver the answers you need.
In design research, it is common to adapt and combine approaches and methods in order toget the end user input necessary to inform the project team.
Factors that drive the need to combine different types of research:
4 Time
4 Money
4 Access to participants
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Generative User Research: What It Is
Generative research methods are used to capture human behavior in the context of the
person's natural environment in order to gain insights into users ways of behaving and thinking
based upon real world interactions.
These methods are extremely useful for uncovering and identifying emerging and unmet
customer needs with the goal of defining product opportunities.
Methods are typically more ethnographic in nature, including components of behavioral
observation.
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Generative User Research: What It Is
Generative research can be used to determine users requirements or criteria for product
development or design.
Areas of focus include artifacts, activities, tools, lists, stages of a process, physical responses.
In-person methods include:
4 Observation in users environment with video or field note capture
4 Contextual interviews in users environment, in the context of use
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Generative User Research: Business Triggers
The types of business questions answered by generative user research include:
4 What new products will address latent + unmet customer needs + desires?
4 What factors cause our customers to purchase our products?
4 What features do our customers consider most useful? Most important?
4 What new product concepts will be of interest to our customers?
4What opportunities are there to better support customer behaviors?
4 How do customers think about their finances?
4 How do customers think about banking? Credit cards? Loans?
4 How do our customers perceive our brand?
4 What do our customers need from our products?
4
What segments exist in our customer base?
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Generative User Research: Examples of Results
Observations + insights
Interaction or experience
models
Criteria for solutions
End user requirements
Modes of use
Personas
Scenarios of Use
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Evaluative User Research: What It Is
Evaluative research methods are used to test or validate concepts, prototypes or actual web
sites with end users in order to gain insights into user understanding and behaviors
based upon structured interactions.
These methods are typically task based, providing direct observation of users interactions with
an interface and revealing the extent to which an interface supports users goals.
Evaluative prototyping is often iterative through a project lifecycle. Early conceptual prototypetesting informs design decisions that are validated through additional testing.
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Evaluative User Research: What It Is
Evaluative user research is typically much more focused than generative testing. The scope
of research questions are limited to the interface and the tasks tested.
The results from evaluative testing are typically used used to provide specific guidance for
improving information architecture and design.
In-person methods include:
4 Concept validation
4 Paper prototype testing
4 Clickable prototype testing
4 Usability testing
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12HSBC Technology Services USA
Evaluative User Research: Business Triggers
The types of business questions answered by evaluative user research include:
4 How do customers actually use our products?
4 How do people actually perform a particular task?
4 What background and mindsets do users bring to their interactions with our products?
4 How can we make it easier for customers to use our products?
4
Does this process make sense to our customers?4 What features do our customers consider most useful? Most important?
4 Can customers and prospects find the information they need?
4 Do customers understand the way we are communicating with them?
4 What do our customers need from our product?
4
How do customers perceive our brand?4 What segments exist in our customer base?
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Evaluative User Research: Examples of Results
Observations + insights
Specific issues seen
Ranked recommendations
for changes
Insights into customer
behavior + understandingInteraction models
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Commercial Banking | eBusiness Ethnography
Business Case
4 Define a strategy to increase revenue streams from the Online
Channel
4 Grow the number of customers banking online
4 Understand cross-channel experience impacts on the
eBusiness (Online Channel)
Goals
4 Understand customer needs within the context of Commercial eBanking.
4 Describe the decision-making processes and behavioral model for business owners and
financial decision-makers.
4 Evaluate customers' current experiences against ideal states; determine areas for
improvement.
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Key Issues
4 Who are the customers today? Who should they be tomorrow?4 What are the key strategic experience modules and providers?
4 Are customers loyal?
4 What are the attributes of loyalty w.r.t. an online experience?
4 How should you segment your customer based?
4 What are the behavioral issues associated with the customers?
4 How should the product portfolio be segmented in the online channel?
4 What is the interaction model for online customers?
4 How do you optimize the limited online real-estate of Business Services?
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Methodology
Research Protocols:
4 The research effort was primarily
ethnographic. It focused on describing,
evaluating participants' behaviors using
qualitative methods.
The researcher conducted:
4 Contextual & Laddering interviews to
examine the lifecycle of the business
needs and their relationship with
financial product purchasing behavior.
4 Card-sort exercises that help the
participant define cognitive groups of
products/offerings based on their
specific needs and background.
4 Controlled observations with
participants based on pre-established
scenarios and personas.
Field Research Participants
Association Analysis
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Key Behavioral Aspects
4 Establishing a benchmark for entrepreneurial behavior4 Identifying catalysts and external influences
4 Understanding inherited behaviors
4 Compensatory & Non-compensatory Decision-making
4 Framing behavior in terms of behavioral attributes
o Time to make decision
o Need to validate decision
o Need to protect privacy
o Level of complexity and paperwork
4 Finding a proxy for human validation
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18HSBC Technology Services USA
DepositChecks
ReviewStatements
Pay BillsTransfer
Funds
Shop forDeposit
Products
Shop forCredit Cards
Shop forLoans and
LoC's
Apply forDeposit
Products
Apply forCredit Cards
Apply forLoans and
LoC's
Shop forService
products
Apply forService
products
HIGH
DepositChecks
ReviewStatements
Pay BillsTransfer
Funds
Shop forDeposit
Products
Shop forCredit Cards
Shop forLoans and
LoC's
Apply forDeposit
Products
Apply forCredit Cards
Apply forLoans and
LoC's
Shop forService
products
Apply forService
products
Interaction
Key Issues
Strategies Don't lose the prospect. Transition to an offline channel.
Help customers determine their needs. Provide checklists (no. of
transactions, etc.)
Provide a holistic view of the offline channels and the associatedrepresentative (i.e. branch and SBRM)
Make it easy to shop. Design a usable shopping experience that willcatalyze sales regardless of the channel
Provide validation or help for the customer's decision-making process(Comparison, Tips, etc.)
Clarify benefits and simplify the process
Provide validation or help for the customer's decision-makingprocess.
Clarify benefits and simplify the process
Redevelop the brand and security proposition
Deposit accounts are influenced by a host of offline factors(demographic, geographic, convenience, customer service, etc.)
Credit cards are portable products. Switching costs are muchlower when compared to deposit products (i.e. you can cancel
any time and not have to deal with transitioning funds, etc.)
There exists an inherent lack of awareness and security
concerns even for conducting low touch activities online
Confusing fine print and banking jargon frequently drivescustomers offline.
Customers are highly likely to apply for Loans/LoC from theircurrent bank because they feels that they already have an
established credit history
Although customers prefer to have their personal and
business deposit accounts at the same bank initially, this
does not mean they want to co-manage them. It also does notindicate a future preference.
BIB does not integrate well with accounting software such as
QuickBooks, etc.
PERSONAL
Target Zone
Entrepreneurs are credit hungryand this is the point of reference
they seek in terms of businesslegitimacy and sustainability.
Sometimes Online & Often Offline Mostly Offline Almost Always Offline
Most customers are genuinely interested in some form ofhuman contact - to either validate decisions, to hold
accountable for problems, and to assist in resolvingissues . Many customers are unaware of the SBRMprogram.
Credit and loans are the backbone of a small business.These products can be used as incentives to draw themonline and cross-sell other products.
A hybrid origination and fulfillment approach will be adifferentiating factor and will align all channels seamlessly.
Need to transform intoonline conducive activities
BUSINESS
Catalysts
Amazon
eBayYahoo!
External Forces& Standards
Usable shopping experienceEstablish trust
Clarify online app benefits
Personal OnlineBanking
LOW Time to Make Decisions
Need to Validate DecisionThe Need for :
Need to Protect Privacy (Security)
Level of Complexity & Paperwork
Clear Path & Choices Simple Presentation
Usable Experience
Users perceivePersonalBanking as abenchmark fortheirexperiences)
Behavioral Model
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Product Segmentation & Portfolio Analysis
Checking
Savings
Credit Card
Line of Credit
Loan
Insurance
Retirement
Employee Benefit
Low Touch High Touch
Commodity Differentiated
Fast Decision Slow Decision
COREPRODUCTBUNDLE
GROWTH
PRODUCTBUNDLE
Price Parity Negotiable
Online App Possible Online App Difficult
Infancy Adolescence Maturity
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Customer Personas & Segments
Sophisticate(Hunters)
Upside: AdvocatesDownside: Mercenaries
Pragmatist(Browsers)
Upside: CustomersDownside: Mercenaries
Traditionalist(Spectators)
Upside: Customers
Downside: Hostages
PERSONAS
Target Target
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User Interaction Model
BranchLocator
BusinessSmart
Promotions(Home x 3) What's New
HomeBanner
MortgageRates
LeftNavigation
AccountAccess
Contact Us
Mortgage rates areirrelevant to theprototypical small businesscustomer. Displaying thesecreates a disorientingexperience
Most small business customersare not interested in corporatenews and press releases. Theywould be interested inpersonalized items that arespecific to their product set andlocation
The BusinessSmart concept washighly incomprehensible to mostcustomers. Many interpreted thisas a knowledge base oreducational tool. Most felt thatthis term is misleading andcompletely ineffective
The 3 promotional items (including the
images) did not translate well and failed atcommunicating the message. Most
customers failed to identify the imagesand quickly ignored these promotions,
rendering them virtually ineffective.
The primary image banner presented to theusers on the Business Services Home page
does not make an impression on customers.Many were confused or annoyed with the
potted plant metaphor. Most did not realize thatthe banner was clickable. Furthermore, a
similar banner appears on other pages andconsumes valuable real-estate . Overall, thesebanners are ineffective and should be replaced
with a more meaningful and conventionalmetaphor.
The Left Navigation is heavily relied on toprovide customers with the initial (andimportant) overview of the site and its
offerings. The current scheme is visuallymonotonous and does not aid
customers in quickly identifying targets.
Displaying HSBC's phone number at all timeswithin the site made a very positive impression
on all customers. It was perceived as a goodpractice to keep channels of communicationopen at all times. Most customers were notinclined to use Email to contact Customer
Service. This was primarily due to the feelingthat there was no one either checking or
answering those emails.
The Account Access component is the mostfrequently used and relevant aspect of the site.
However, its information architecture andsurrounding action elements are flawed andneed to be redesigned.
The Branch Locator and SBS finder are bothuseful tools. However, the customer'smagnitude of need of these drops sharply once afirm relationship with the bank is established.Furthermore, the branch locator is incapable ofshowing the nearest alternative locations,which is a major flaw.
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Personal Banking | One-Time Password (Security Device) Study
Business Case
4 Protect consumers from identity theft and online fraud
4 Mitigate liabilities and losses from a financial perspective
4 Preserve trust in the HSBC brand
Goals
4 Evaluate the usability of the OTP Security Token within the
context of personal internet banking.
4 Identify issues related to usage, storage, and handling of the token
by online banking customers.
4 Define a concept model for customers' behaviors and recommend usage scenarios
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Key Issues
SECURITY CONCERNS SECURITY MECHANISMS USABILITYOTP TOKEN
GOALS
Understand
Evaluate
Assess
METHODS &DURATION
Packaging & vocabularyused to describe device
Perceptions regarding value(price points, replacementcost)
Handling and storagebehaviors
Perceived advantages anddisadvantages
Anticipation of loss, theft,low battery, or replacement
Exposure to ID&Vmechanisms - Username/Password, PIN, VK,Tokens, etc.
Managing accounts andcorresponding mechanisms
Using mechanisms andassociated mnemonics
Perceived advantages and
disadvantages of each
Risk profile - categorizeonline transactions(eCommerce, Finance, etc.)
Perceptions of securitythreats in general related tobanking (cross-channel)
Evaluation of onlinebanking behavior
Management of personal
information, credentials,cards, and privacy
Mechanism 1 -Username/Password1. Registration2. Login3. Reset Password
Mechanism 2-OTP Token1. Registration2. Login3. Reset Password4. Replace Token
a. Low Batteryb. Lost/Stolen
Contextual Interviews
Laddering exercise
Contextual Interviews Contextual Interviews
Unstructured simulatedobservations
Structured task-basedobservations
10 minutes 10 minutes 10 minutes 30 minutes
EVALUATION
Cost
Ease of Use
Portability
Strength
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Methodology
4 Contextual interviews to examine customers'
approaches and expectations surrounding
this topic.
4 Laddering exercises to build a map of the
attributes, consequences, and values.
4 Structured observations to benchmark the
following scenarios -
o Register a new token
o Login with the new token
o Reset a password
o Replace an existing token
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Perceptions & Communication
4 Customers are aware of identity theft, onlinefraud,and phishing.
4 Visual cues are used by them to identify and
evaluate a level of security.
4 Postal communication is still a preferred method of
communication, since email is becoming devalueddue to spam.
4 Communication materials are critical for explaining
the rationale, value, and usage.
4 Customers want to be informed about important
security initiatives within a 2-3 week timeframe.
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Communication & Packaging
4 Customers could not initially understand how
the device worked or how it should be used.
4 They guessed that it may be a radio-
frequency device or like a mobile credit-card.
4 Most customers were not sure if the security
code changed and how it was generated.
4 A majority of customers preferred to use this
device only during login.
4 The rationale for this choice is based on the
argument that if they site is secure at login,
that security should pervade throughout the
other areas of the site.
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Vocabulary & Terminology
4 Customers do not interpret banking jargon
effectively.
4 The following words have different
meanings in their daily lives -
o Token
o OTP
o Credentials
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Portability
4 Most customers create an index of
usernames and passwords - stored near
the computer.
4 A majority of customers preferred to
store the device either on their computer
desk or in a drawer close to it.
4 Major Issues -
o preferred not to attach the security
device to their keychain
o fear of losing the device or breaking
it accidentally
o concerned about the durability of the
device1. Moderately protected2. Easily accessible3. Staging area for major objects
1 2 3
Simulated - this is not a test participant's desk
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Value & Pricing
4 Customers do not expect to pay for this
security device. They prefer that HSBC
offer this as a free option that involves a
voluntary signup.
4 Many customers elicited the analogy of
credit-cards to justify not paying for a
replacement. Customers who were willingto pay for a replacement security device
would entertain a replacement charge of
between $5 and $20.
4 Most customers preferred a single security
device per household. This was primarily
due to a single person in the household
being responsible for online banking and
also a fear of losing multiple devices.
4 The average expected timeframe for
replacement is between 3 to 7 days.
Laggards
Late
Majority
Early
MajorityEarly AdoptersInnovators
"The Chasm"
Technology Adoption Lifecycle
YOU ARE HERE
Incentivize early adopters
Communicate clearly
Provide a highly usable experience
No U.S. bank has introduced
this technology for retail
banking
Mostly corporate users have
been exposed to this securitydevice
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Appearance & Ergonomics
4 A majority of customers preferred not to
have the security device branded in any
way that would identify it with HSBC or
online banking.
4 Many customers were unable to discern
the proper way to orient the device. This
can be mitigated by simple, clear, yetgeneral text on the device.
4 Customers generally identified the color
'Red' with HSBC.
4 The button was not obvious to some
customers.4 The easygoing characteristics of the
shape do not lend itself to a perception of
formality, protection, and strength.
OR
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Interface :: Dynamic Error Prevention
4
When a customercommits an error, a
dynamic soft warning
can be displayed
instantaneously.
4 This will help the
customer undo their
error before submittingthe entire form.
4 Since these elements
are dynamic, they
disappear after the
customer has
corrected the error
and moved on to thenext field.
BRAND IDENTITY
FOOTER:Contains links for Contact Us, Privacy Policy, and Security
GEL BAR
Create Username and Password
jcustomerCreate Username
REGISTRATION -- STEP 2 of 2
* * * * * * *Create Password(8 - 36 characters)
|
Special Characters are not allowed
Password Reset Questions
* * * * *
|
What is your mother's maiden name?Select Question 1
NEED HELP?
NEED HELP?
!
The answer is less than 6 characters!
Confirm Password(8 - 36 characters)
Enter Answer(6 - 20 characters)
Confirm Answer(6 - 20 characters)
As users make errorswithin certain fields, wecan provide "soft
warnings" to help themcorrect their errorsbefore submitting theform
USER
FLOW
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Creating Opportunities for Qualitative Research: Our Experience
Tactics for working with the right people
4 Position UCD practitioners as Collaborators and not Oracles
4 Uncover latent business needs along with user needs
4 Create strong role definitions
4 Introduce embeds, liaisons and relationship managers
4 Understand the symbiosis between business and customers
4 Move beyond drive-by usability requests
Tactics for working on the right projects
4 Build support by delivering results on a harmless project
4 Invest in less than optimal outcomes to get better opportunities
4 Use a Try before you Buy approach for limited engagement projects
4 Align with high-profile and important business units
4 Focus on moving upstream within the project lifecycle
4 Demonstrate the benefits of qualitative research
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HSBC T h l S i USA
Thank you.