HKBN — Alan Liu 2020/07/12
Nielsen’s Heuristics - 10 Principles of Usability Testing
System Status Visualization 透過合理的反饋，讓使⽤者 知道現在系統的狀態
Identify better than memories 減少使⽤者需記憶的 ⾏動、事情或選項
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Be consistent with the practice of the real world 說使⽤者懂的話、⽤ 使⽤者懂的詞
Using the efficiency and flexibility 讓有經驗的使⽤者選 擇快速途徑加速使⽤ 效率
Allows users to control the freedom
Follow the unity and standardization
Prevent user error
若使⽤者誤觸則需要 明顯的「離開」來結 束不需要的狀態
不應讓使⽤者思考不 同的單詞、狀態、操 作是否代表同樣的事
比起錯誤訊息，更應 優先預防錯誤
Simple design
Helps users identify, diagnose and fix errors
Tips and help documentation
錯誤訊息應該⽤通俗 易懂的語⾔表達，並 提出解决⽅案
必要時提供幫助或說 明檔案
介⾯上不應該有無關 或很少被⽤到的資訊
CURRENT APP ANALYSIS
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Homepage
Suggestion This icon is unclear and not sure what the function is. #Be consistent with the practice of the real world
The login button is unusual because the upper central usually is a logo and the login button would be on the upper left/ right corner. #Identify better than memories
*The pages after/before login are similar. “I didn’t realize that I’ve already been login.” “First thing I would like to see when I log in is my current plan/ contract periods. I didn’t know where to find my current plan.” #System status visualization IBM iX / © IBM Corporation
• Customized Homepage • Data visualization • Prioritize the important content • Enhance stickness, for example, CMHK - Daily Check-in Feature
Sign up/ Login
User do not clearly sure where they are typing because the status of every line is the same. #System status visualization
Suggestion
The color of Password and Forget is the same so it will confuse user if can click or not. #Follow the unity and standardization
• Show the status when user is typing. • Related to inclusive design. For example, for those people who have low vision or color blind, they really rely on the icon to identify the status. • Demonstrate what kind of errors user is facing.
My HKBN
The two different styles of the Details buttons cause confusion. #Follow the unity and standardization
Suggestion
The Back button in the account overview is different from other pages. #Follow the unity and standardization
• Make sure the consistency throughout the App
Product Pages
User don’t feel these are the buttons. #Follow the unity and standardization This already a tab so it is not reasonable that there is a “or” in between. #Simple design
Suggestion
The fonts and sizes are so different and complicated. #Simple design It is kind of obsolete. #Simple design
• Modern card design • Make sure consistency • Prioritize the important content
Other Issues from a quick interview with user:
1. Customer might not use the App, contact staff directly instead Look at the customer experience/ journey to see the opportunities for engaging customers to stick to the current App. 2. Customer might not clearly understand their current plan In a family, the members don’t clearly remember what kind of plan they currently have right now so there is a pain point when the monthly bills are suddenly changed or extra fees are added, etc.
Other Idea: Embed into daily life - similar to Bank 4.0
INNOVATION PROCESS (EXAMPLES)
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CONTEXTUAL RESEARCH PROCESS
UNDERSTAND
ANALYSIS
SYNTHESIS
TELL THE STORY
Understanding the problem at hand. Conducting secondary and primary research to get a holistic idea of the current situation.
Data point from both secondary and primary research are combined and analyzed through the process of affinity diagraming.
The information was analysis and organization in a framework to show opportunity areas.
The information is then shared as a story to help everyone understand the data better
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SECONDARY RESEARCH (COMPETITOR/ MARKET ANALYSIS)
⽬前台灣8家親⼦帳⼾以存款或投資優惠吸引客⼾ 以服務吸引 •
透過任務讓⼩孩⾃⼰ 賺取零⽤錢
•
可設定額外的獎⾦
與傳統帳⼾相似
• 基⾦/信託商品申購⼿續費優惠 • 提供親⼦帳⼾之會員全⽅位資產 檢視
• 基⾦/信託商品申購⼿續費優惠
• • • •
⼩孩可設定存款⽬標 可設定⼩孩是否能網路購物 可限制⼩孩在某些特定商家消費 丟失卡片，可在⼿機上鎖卡
• 客製化的卡⾯ • 可將卡片包裝成禮物送給⼩孩
• 讓⽗⺟透過情境教育讓⼩孩學習⾦融知識 • 親⼦共同設定存款⽬標 • 讓⽗⺟引導⼩孩開始學習購買股票/捐款到各組織 • 透過任務讓⼩孩⾃⼰賺取零⽤錢 • 基⾦/信託商品申購⼿續費優惠 • 能以數位⽅式控管⼦女的零花⾦額與明細 • 可設定每⽇提款、轉帳、消費限額
提供親⼦多元互動
• 基⾦/信託商品申購⼿續費優惠 • 專屬VISA晶片⾦融卡 • 不定期舉辦理財營、畫畫比賽等藝⽂活動 • 贈送記帳本、兒童⽣⽇禮物
• 基⾦/信託商品申購⼿續費優惠 • 贈送兒童理財⼿冊 • 基⾦/信託商品申購⼿續費優惠 • 藝⽂特約商店優惠 • 基⾦/信託商品申購⼿續費優惠 • 「活期存款利息」以及「刷卡
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• 以虛擬貨幣轉為零⽤錢
• 透過⽗⺟共同參與的虛擬遊戲讓⼩朋友學習⾦融知識
以優惠吸引
回饋⾦」，約定轉入兒童帳⼾ @Alan Liu
PRIMARY RESEARCH
In-depth Interview
Online Survey
Workshop
Cultural Probe
Unicorn Design
Target Persona ! Cathie, 28, working in the AD agency as an assistant. " This is a photo taken in Japan last Oct with her best friends and celebrated her birthday. She always loves group activities.
Financial Status & Behavior: • Spends more on social occasions • Usually puts money into the saving accounts • Never thinks about further investment • Prefer to use mobile payment Apps Transportation, 5% Others, 5% Entertainme nt, 40%
Savings, 20%
Food, 30%
The Habits of Using Apps: • Communicates with friends • Looks for travel tips • Books tickets & bnb • Passively obtains some financial information from social media or messengers 1
Prototype
Testing / Validation
GEN Z的平均注意⼒只有8秒來決定他想要或不要，
LOOK AT GEN Z (OR DIGITAL NATIVES) FOR THE FUTURE INNOVATION
相較於千禧世代更短 1. Z世代的每⼀秒鐘都是寶貴的。在訊息豐富的環境中，必須以最有效的⽅式分配 他們的注意⼒。簡短，個性化和交互式的內容可能有助於吸引⽤⼾的注意⼒。
2. 視覺風格上，由於Z世代注意⼒比較短，所以清晰度和簡潔是吸引他們最⼤的重 點。
3. Z世代對品牌的期望就是：真實的⼈，真實的數據，真實的評論和真實的體驗。 (Ex, KOKO數位網銀在貸款⾴⾯中，標註：KOKO舉⼿發誓，以下是最Real的 ⽤⼾回饋！保留錯字及⼩愛⼼，無任何修改:)
4. Z世代是最想要改變世界的⼀個世代，相較於其他世代非常留意社會環境議題等 等。
5. 根據美國國家零售聯合會的研究，Z世代中有67％的消費者更喜歡實體店購物， ⽽不是在線購物。 76％的⼈認為他們可以在實體店獲得更好的購物體驗
THANK YOU! - ALAN LIU
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