Making every second count for your users
It’s easy to get lost in the details when you spend all day building products, so take a step back and think why. Why do we build what we build? What’s the actual purpose driving our efforts?
Let’s face it, banking isn’t exactly a thrill ride for most people. No one wakes up thinking, “I really want to do some banking today.” It’s more of a necessity, a chore, than something enjoyable. Thanks to technology, banking is transforming into a seamless, effortless, and even enjoyable experience.
How? By eliminating friction. Every second spent on banking decreases the experience. We need less, not more. We have to optimise for simplicity. But as Steve Jobs said, “Simple can be harder than complex.”
In fintech, it’s always tempting to pile on features, to add that extra screen. But each additional step creates friction, disrupting the seamless user journey. That’s why we have to consolidate everything into a single, unified super app that serves as a one-stop solution for all financial needs.
Top five ways to achieve a frictionless user experience
Dealing with clunky banking apps or slow customer service can be frustrating. But what if your banking experience could be as smooth and effortless as using your favourite app? Here are the five ways to achieve this for your customers:
Centralise your services: Instead of juggling multiple apps, empower your customers with a centralised 360-view of their financial activities. This could include everything from account management and bill payments to investments and wealth management tools. Providing a comprehensive, unified view via a single channel reduces frustration and saves time, leading to a more satisfying experience.
Offer instant self-service: Today’s customers expect immediate access and control with just a few taps. Invest in user-friendly mobile apps with intuitive interfaces. These apps should allow customers to manage accounts, initiate transaction, and even resolve common issues — all without needing to contact customer service.
Focus on frictionless design: A frictionless banking experience starts with a clear, user-friendly app design. Focus on intuitive navigation and minimise unnecessary steps, ensuring a smooth and seamless journey that prioritises customers’ needs.
Make problem-solving efficient: Even the best digital experiences can hit bumps along the way, like a lost card or a suspicious transaction. Having seamless solutions within the app like card management tools and readily available customer support during these moments of crisis provides users with positive experiences.
Prioritise transparency and security: Seamless journeys make the relationship with banks work. Every positive interaction builds trust. By delivering consistent, reliable experiences focused on transparency, security, and personalised interactions, banks can cultivate a sense of confidence and reliability.
A great banking experience should have clear and straightforward interactions across all channels, whether it’s mobile, online, or in-person. Imagine banking that you actually look forward to. Not a chore squeezed into your busy schedule, but a seamless experience that empowers you and respects your time. Let’s move beyond just managing finances; let’s create an enjoyable banking experience that empowers customers to achieve their financial goals with ease.
To discover how you can build seamless user journeys, feel free to reach out to our expert, Fraser Wilkie, Head of Design, Asia, at fraser.wilkie@synpulse.com.
What's next?
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