Seminar Part Two: Integration or isolation?

Precedent’s Finance Forum
2012

Integration or isolation?
The digital landscape for UK financial services

May 2012
Digital Finance Forum 2012

3. Mobile
Craig Cartwright– Head of Technical Solutions

What is your mobile environment?
Various platforms, from traditional web browsers solutions, to the many mobile platforms.

Apple iPhone Apple iPad Android Blackberry Windows

Digital Finance Forum 2012 #PrecSem

Statistics...... not the important factor

It is a simple decision:

• The trend cannot be questioned
• You need to have a solution for mobile today
• Aim to provide an optimal experience

Your question is what and how (not if)


• 31 Companies
App
• Only 5 mobile
sites:
• 1 Responsive
• 4 “M” sites
Ipad ready

Mobile specific Website

0 5 10 15 20 25 30


Aspire to an integrated and considered approach

Kindle
iPad view
Desktop view

Smartphone view

Whisper sync


Your considerations should be:

• What - Corporate view : tactical campaign: quick wins

• Who (Approach) - your reach : audience : strategy

• How (Delivery) - screen : speed : context : content

• When (Future) – today’s expectation : innovations

We will look at each of these .....


(1) Approach: Your 0ptions

Responsive vs m. and Native app vs Framework app


Mobile solution reach


(2) Know your customers


(3) Delivery – screen: speed: context: content
Considering context is topical and essential:
• Forrester definition:
“The sum total of what your customer has told you and is experiencing at the moment of
engagement.”

• Consider your customers
– situation
– preference
– attitudes
• Will give better customer experience
• Performance is key:
– “A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer
satisfaction, and 7% loss in conversions. (In dollar terms, this means that if your site typically
earns £10,000 a day, this year you could lose £250K in sales).” *Source: Aberdeen Group+


Example: Banking “Mobi” site


Example: Banking “Mobi” sites


Example: Insurance “Mobi” sites

Focus on brochureware Introducing transactional interaction


Mobile first approach


Optimise your content


Example: Native Apps


Example: Native Apps

AEGON Pension Reform

Example: Responsive Design Challenge


Example: Responsive Design Challenge

Challenges - Considerations
• Forced order and best practice
• Screen size – optimised image
• Video playback
• Table based data
• Image/content load times


(4) Future – expectation: innovation

• Mobile is the fastest moving technology area

• Framework apps gaining momentum

• Trends to keep in eye on:

• Mobile Payments

• Near field opportunities

• Location based promotions

• QR & AR innovations


Future of shopping – QR stores


Discussion points
• Native iPhone and Android Apps are not the way forward.

• If you were to start a new website you’d consider the design
for mobile as your top priority.

• Mobile spend should match or exceed your desktop spend in
your digital budget.


4. Website engagement
James Downes – Director of Strategy and User Experience

Outcomes for your website


Attract new customers

Retain existing customers

Build trust

Increase reach

Sell something


We need to sell
more savings
accounts


I need a savings
account


As a new parent, I want to save money, so
that I can have enough put aside for when
my son goes to university.


Decisions are
rational and
emotional


We must understand our users, and their motivation

We must balance our outcomes with our users’
motivation

We must respond to the context

We must engage our audiences


What is engagement?

…the process of forming an attachment (emotional
and rational) between a person and a brand.

engagement measures the extent to which a
consumer has a meaningful brand experience when
exposed to a particular experience.

turning on a prospect to a brand idea enhanced by the
surrounding context


It is impossible to engage
someone if you don’t know
what’s motivating them.


Grab their attention

Help them comprehend the proposition you are making

Give them what they need to make a decision

Enable them to recall you and your offer

Give them satisfaction


Voila! The human
brain.

Dr. Michael Hfuhruhurr

Digital Finance Forum 2012

Experience = Rational + Emotional

Rational thought Emotional

Logical processing Intuitive thought

Analytical thought Creative thought

Sequential All at once

Cause and effect Holistic thought

Pragmatic Impetuous

Objective Subjective


Making an emotional connection
Framing
Feedback loops
Goal setting / Achievements
Story
Familiarity Bias


“Less than a cup of
coffee a day”


We are engaged by
situations in which we
see our actions modify
subsequent results.


We are engaged by
experiences that can
bring meaningful
achievements


Narrative elements are
more believable.


“Storytelling is the best way to emotionally
connect to people. We all have stories in
common so instead of listing facts and
figures on your website, tell the story
behind them.”

Robert Mills


Info-graphic


We prefer things that
are familiar to us.


“Showing personality in your app, website, or brand
can be a very powerful way for your audience to
identify and empathize with you. People want to
connect with real people and too often we forget that
businesses are just collections of people. So why not
let that shine through?”

Aarron Walter


Increase conversions by 10%


Increase conversions by 20%


Discussion Points
Successful websites are about more than utility, facts and
figures. We need to make our sites personal, relevant and
engaging.

Compliance prevents us from meaningfully engaging with our
website visitors.

Driving users to our website should be the ultimate goal of the
majority of our online activity.


Today
• Presentations 8.20 – 9.15
Introduction, Rich media, Blogging and Social Networks
Coffee
• Presentations 9.30 - 10.00
Mobile, Website innovation

• Breakout discussions 10.00 - 11.30
4 x ‘15 minutes’ (musical chairs)

• Effective digital strategy 11.30 - 12.00
• Wrap up 12.00


Seminar Part Two: Integration or isolation?

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