A blog series on Shopper Marketing. By Cyndi Pyburn I was grocery shopping last week...
Improving the User Experience of a Financial App
Using online qual and quant to create user friendly mobile device apps
Situation: A major financial institution had developed and launched a consumer-facing mobile app but was disappointed with adoption levels. They need to understand how to optimize the app to improve usability and functionality, and consequently increase trial and usage.
Tactics: An online methodology was most appropriate to respond to this research objective. A questionnaire was designed to allow users and rejecters to identify the strengths and weaknesses of the app. The questionnaire incorporated opportunities for people to share screen captures and videos to further describe their concerns. As a result, numerous issues with current functionality were discovered and reactions to potential new app features were gathered.
Impact: A much deeper understanding of the genuine user experience was gained allowing the client to make a number of important improvements to the app.