Recent studies by the Pew Research Center and Sachs Insights highlight a growing segment of mobile device users – senior citizens. Dubbed the “newly mobile senior set,” this demographic tends to have its own distinct uses for smartphones and tablets, but they also struggle with a unique set of challenges. At a recent NYC UXPA event, Tammy Sachs presented her firm’s findings on mobile users aged 65 and older, outlining how seniors are using these devices and the common usability issues they experience. When it comes to health, wellness and travel, many of the elderly participants in Sachs Insights’ study are using their mobile devices in innovative ways. We weren’t surprised to hear that these same seniors expressed a reluctance to conduct financial activity via the mobile channel. We expected security fears to be the main thing keeping seniors from using their bank or brokerage firm’s mobile apps; however, that wasn’t the case. Instead, seniors cited a fear that they would unknowingly do something to harm their own account. This fear of human error stems in part from the small screen size of these devices. Many seniors who participated in the study noted having difficulty reading text-dense screens and interacting with certain touchable screen elements, e.g., navigation buttons or a device’s internal keyboard. In that same vein, participants felt uneasy performing certain tasks on mobile devices because they lacked access to the training or guidance that would have made them more comfortable. Based on Corporate Insight’s user-testing expertise and ongoing mobile finance research, the following slides discuss some specific areas where seniors may struggle with financial services apps and the best practice solutions that will give this valuable client base the support it needs.

1. SENIOR CITIZENS AND MOBILE FINANCE
DESIGN AND SUPPORT SOLUTIONS
TO EMPOWER THE SENIOR SET
ALAN MAGINN & SEAN MCDERMOTT
OCTOBER 2013
COPYRIGHT 2013 CORPORATE INSIGHT, INC.

2. TABLE OF CONTENTS
 Introduction
 Key Issues
o Interaction Issues
─ Readability
─ Voice Commands
o Education Issues
─ Help Centers
─ In-person training
 Recommendations and Solutions
 Corporate Insight Thought Leadership
 About Corporate Insight
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3. INTRODUCTION
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4. INTRODUCTION
Recent studies by the Pew Research Center and Sachs Insights highlight a growing segment of mobile
device users – senior citizens. Dubbed the “newly mobile senior set,” this demographic tends to have
its own distinct uses for smartphones and tablets, but they also struggle with a unique set of
challenges. At a recent NYC UXPA event, Tammy Sachs presented her firm’s findings on mobile users
aged 65 and older, outlining how seniors are using these devices and the common usability issues they
experience.
When it comes to health, wellness and travel, many of the elderly participants in Sachs Insights’ study
are using their mobile devices in innovative ways. We weren’t surprised to hear that these same
seniors expressed a reluctance to conduct financial activity via the mobile channel. We expected
security fears to be the main thing keeping seniors from using their bank or brokerage firm’s mobile
apps; however, that wasn’t the case. Instead, seniors cited a fear that they would unknowingly do
something to harm their own account.
INTRODUCTION
This fear of human error stems in part from the small screen size of these devices. Many seniors who
participated in the study noted having difficulty reading text-dense screens and interacting with
certain touchable screen elements, e.g., navigation buttons or a device’s internal keyboard. In that
same vein, participants felt uneasy performing certain tasks on mobile devices because they lacked
access to the training or guidance that would have made them more comfortable.
Based on Corporate Insight’s user-testing expertise and ongoing mobile finance research, the following
slides discuss some specific areas where seniors may struggle with financial services apps and the best
practice solutions that will give this valuable client base the support it needs.
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5. IN THIS SECTION:
KEY ISSUES
INTERACTION ISSUES
o Readability
o Voice Commands
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6. SMALL SCREEN SIZE CREATES PROBLEMS READING TEXT
AND INTERACTING WITH TOUCHABLE SCREEN ELEMENTS
INTERACTION ISSUES
Age may lead to wisdom, but it also tends to bring a deterioration in eyesight and fine motor skills. As
a result, it should come as no surprise that the seniors interviewed in the Sachs study consistently
identified screen size as a top usability issue on mobile devices. The limited screen real estate on
smartphones and tablets creates two distinct problems for seniors – content can be difficult to read
and touchable screen elements (e.g., navigation buttons or the internal keyboard) can be difficult to
interact with. While mobile software developers are restrained by the size of the hardware (the
average screen size is 9.26 inches among 61 market-leading tablets), a well-conceived design that has
been vetted through user research can help designers ensure they create an effective, usable
interface.
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7. PROVIDE CUSTOMIZABLE TEXT-SIZE OPTIONS FOR
CONTENT-HEAVY SCREENS
INTERACTION ISSUES – READABILITY
Many seniors have difficulty reading text-dense screens on their mobile device. To combat this issue,
firms should offer customizable text options within logical sections of an app, such as the Market
News section found on most brokerage apps. While some devices’ internal settings allow users to
customize text size – like the Dynamic Type option on iOS – the user’s preferred text size is not
guaranteed to display in a third-party app. Giving seniors the ability to select their font size within an
app eliminates the risk that the app is not compatible with dynamic type or that the user has not
customized their device’s settings. The BBC News app offers an excellent example, featuring an
adjustable slide bar that provides a great deal of customizability to the user. CNN’s app also allows
users to adjust text-size, but limits users to three size options.
Users can tap the button
to toggle between three
different text sizes.
BBC’s Text-Size Slide Bar
CNN’s Text-Size Button
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8. INTEGRATE VOICE COMMANDS INTO YOUR APP TO MINIMIZE
USERS’ DEPENDENCE ON TOUCHABLE SCREEN ELEMENTS
INTERACTION ISSUES – VOICE COMMANDS
Voice recognition software can free seniors from many of the challenges created by their device’s touch
screen. Speak-to-type technology makes it possible for users to bypass their device’s internal keyboard,
while voice command features enable users to navigate and initiate actions (e.g., “Call Susan”) without
touching the screen. While Apple and Android operating systems offer built-in voice command and speakto-type functionality, a user cannot use these native features to navigate the interface of a third-party app.
As a result, firms might consider incorporating voice command technology into their app, allowing users to
perform tasks (e.g., transfer funds, pay bills) without the fear of accidentally pressing the wrong button. As
highlighted in Corporate Insight’s 2013 Mobile Finance Trends and Innovations study, there are already two
firms in the industry that employ this tactic – E*TRADE and USAA.
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E*TRADE’S Voice Command Powered by Nuance
USAA’s Voice Command Feature

9. IN THIS SECTION:
KEY ISSUES
EDUCATION ISSUES
o Help Centers
o In-person training
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10. SENIORS VALUE HANDS-ON TRAINING AND RELIABLE HELP
CONTENT WHEN USING NEW TECHNOLOGY
Senior citizens’ fear of making a mistake when using a financial app can also be attributed to a lack of
training. According to findings from the Sachs study, many senior citizens don’t like to learn by trial
and error because they find the process too frustrating, and when it comes to their finances, they’re
worried that any mistakes on their part could impact their account. Instead, seniors prefer to be
shown how to use an interface in a hands-on environment. According to Sachs Insights, the majority
of seniors (59%) learn new uses for their smartphones through personal interactions with family
members, friends or coworkers.
EDUCATION
If they need to troubleshoot an issue on their own, seniors want access to comprehensive, step-bystep instructions. Multiple research participants lamented the absence of an owner’s manual
accompanying their mobile devices. Access to detailed instructions can serve as a viable alternative
when the opportunity to learn from a trusted individual is not available. Financial firms that address
these issues can position themselves to win the loyalty of this demographic.
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11. APPS SHOULD OFFER BOTH A COMPREHENSIVE HELP
CENTER AND OPTIONAL SECTION-SPECIFIC INSTRUCTIONS
EDUCATION – HELP CENTERS
In order to have the confidence to use a mobile
finance app, seniors need access to comprehensive
help material. The ideal help content will not only
inform seniors about the various features and
transaction capabilities offered on the app, but also
illustrate how to interact with the interface.
Comprehensive help centers may be commonplace
on traditional websites, but these features are
notably absent from many financial institutions’
mobile apps. A useful help center should offer
section-specific assistance; instead, many help centers
on bank and brokerage apps merely direct the user to
the firm’s full website. Bank of America is an
exception in this case, as the firm’s app features a
thorough help center with a great deal of sectionspecific instructions. BofA’s help section has five main
topics – Alerts, Mobile Check Deposit, Mobile
Banking, BankAmeriDeals and Privacy/Security – each
of which houses information for numerous sub-topics.
Seniors using this app can rely on the help center if
they are unsure how to perform a specific task.
BofA’s Help Center Overview & Mobile Banking Help
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12. PROVIDE INSTRUCTIONS FOR USING A MOBILE DEVICE’S
INTERFACE
EDUCATION – HELP CENTERS
Seniors that have recently adopted
mobile technology may require
instructions beyond descriptions of
the app’s features. There are actions
that longtime mobile device users
take for granted (e.g., swiping the
screen to scroll, tapping and holding
to open fly-out menus) that a novice
may not be familiar with.
Firms such as Fidelity and Merrill
Lynch have realized this fact, and
responded with helpful user guides.
Fidelity offers on-screen tutorials
that users can opt to turn on or off.
Fidelity’s Instructional Guides will
appear on relevant screens and show
users how to interact with the
screen. Merrill Lynch features a User
Guide page that provides an
overview of the various ways that
users can manipulate the interface.
Fidelity’s On-Screen Instructions & Merrill Lynch User Guide
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13. OFFER PERIODIC TRAINING SESSIONS AND ENSURE STAFF
MEMBERS ARE FAMILIAR WITH YOUR FIRM’S MOBILE APPS
EDUCATION – IN-PERSON TRAINING
When it comes to instructional training sessions, Apple offers a great model that financial services
firms might look to emulate. While the company offers paid, one-on-one training sessions, it also
provides free, hour-long workshops at its many retail stores. Many of the participants in the Sachs
study cited these sessions as an ideal way to learn about their mobile devices. While it may not make
sense for a bank or brokerage firm to offer frequent workshops about their mobile apps, a few
sessions a year at select locations would be an opportunity for a financial institution to distinguish its
mobile offerings from the pack.
There are other feasible alternatives to periodic help sessions. Having well-trained staff members that
are comfortable using the firm’s mobile apps can provide seniors access to the in-person training they
highly value. Branch staff should be able to answer customers’ questions about the firm’s mobile
offerings and help familiarize them with an app’s interface. Firms should also make an effort to have
devices available in branches for live demos in case interested clients did not bring their own.
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14. OFFER VIDEO CONFERENCING SUPPORT
EDUCATION – IN-PERSON TRAINING
Another tactic firms can consider is integrating customer service video conferencing into their app.
The newest Kindle Fire from Amazon features an innovative Mayday button that allows users to
initiate a face-to-face chat with a live customer service representative via webcam. The ability to
access in-person instructions from a remote location is a convenient service for customers, and we
anticipate more firms will follow Amazon’s lead if their new program proves successful.
Kindle Fire’s Mayday Feature
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15. RECOMMENDATIONS AND SOLUTIONS
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16. SUMMARY OF RECOMMENDATIONS
Coupled with a device’s speak-to-type technology,
this feature will help reduce the need to interact
with the small screen.
Give this feature high-visibility on text-heavy
screens so users always have the ability to adjust
font size independent of any internal settings a
device may or may not offer.
Voice Command Technology
Customizable Text Size
CONCLUSION
Improved Navigation & Readability
These features increase senior citizens’ ability to interact
with a mobile device’s limited screen size.
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17. SUMMARY OF RECOMMENDATIONS
A thorough help center and/or on-screen
instructions can help seniors self-educate and avoid
frustrating trail-and-error situations.
In-person training is senior citizens’ preferred
method of learning – offering workshops can
empower them to use your firm’s apps.
Comprehensive Help Material
Training Sessions
CONCLUSION
Knowledgeable & Confident Users
Accessible help content and the opportunity to learn
firsthand from an expert can increase senior citizens’
willingness to use mobile finance apps.
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18. CI’S USER RESEARCH SERVICES
User Testing is a powerful research tool that can help you:
o Understand the needs and expectations of your clients
o Prioritize improvements to your interface
o Discover design flaws
o Improve customer satisfaction
Corporate Insight is here to help with all of your User Testing needs. Our User Research team can:
o Design studies that test key features of your website or mobile app, as well as those of key
competitors
o Recruit participants that represent your target audience
o Provide you with a detailed analysis of test sessions
o Assist you with your existing usability efforts by moderating tests you have designed or
hosting tests at our facility, conveniently located above Grand Central Station in Midtown
Manhattan
CI’s User Research services also include:
o Expert Reviews – Focused assessment of your website or mobile offerings based on
established usability heuristics, design principles and industry best practices by one of CI’s
usability professionals.
o Website Audits – Benchmark your customer website and mobile platform against peers in
terms of design, functionality, usability, etc. and provide actionable recommendations for
improvement.
To learn more about our User Research services, please contact Alan Maginn,
Director, User Research, at 646-454-2661 or amaginn@corporateinsight.com.
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19. CORPORATE INSIGHT THOUGHT LEADERSHIP
Next-Generation Investing: Financial Startups and the Future of Financial Advice
CI tracks over 100 startups that covers a wide range of new ideas across financial advice and
investing. This study will focus on each idea, analyze compares them to what established financial
institutions offer and examine the potential impact on the industry. Download the study preview!
Social Media Trends: Annuity and Life Insurance
This presentation analyzes the current social media initiatives and promotions undertaken by leading
insurers, highlights key social media findings and trends across the insurance industry, and offer tips
for insurers looking to bolster their social presence.
Tablet-Friendly Web Design: Best Practices for Financial Services
The study examines the tablet-friendly website features provided by four leading firms across
financial services and provides recommendations for financial services firms building tabletoptimized websites.
User Insights Vol. 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website
interfaces, both in terms of usability and functionality for five leading banks.
2013 Mobile Finance Trends and Innovations
This slide deck includes commentary on mobile developments, key takeaways for financial services
firms and thoughts on what’s next for mobile finance.
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20. ABOUT CORPORATE INSIGHT
Corporate Insight provides competitive intelligence and user experience research to the nation’s leading
financial institutions. For over 20 years, the firm has tracked technological developments in the financial
services industry, identifying best practices in online banking and investing, online insurance, mobile
finance, active trading platforms, social media and other emerging areas. There are no assumptions in
Corporate Insight’s work – we use live accounts at all of the firms we research, providing our clients with
unparalleled, unbiased intelligence on the competition.
Media Inquiries
Corporate Insight welcomes the opportunity to speak with the media. If you are interested in citing our
research or would like to schedule an interview with one of our analysts, please contact Intermarket
Communications at 212-888-6115 or corporateinsight@intermarket.com.
Connect With Us
ALAN MAGINN
SEAN MCDERMOTT
Director, User Research
Research Associate, Consulting Services
646-454-2661
646-432-5481
amaginn@corporateinsight.com
smcdermott@corporateinsight.com
@AlanMaginn
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