ATM Tour Experience
As a customer, I always used to go to the branch for my banking. Now, with COVID-19, I need to use the ATM to avoid in-person banking but I’m unfamiliar with the features.
Working with-in the constraints of our Tridion platform, I designed an on-line ATM overview that’s content-light, easy to scan, and useful. My two design options allow for easy scanning of features, quick consumption of content, and an update to the current ATM landing page to accommodate the new tour experience.
Our differentiator: Actual screen shots, with descriptions and benefits of each feature. In replacing a printed brochure with an on-line experience, we are simplifying the banker conversation with an easy-to-use teaching tool.
We can easily update content within the CMS – much more easily than if we updated a brochure.
Our landing page today...
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Redundancy with the“Find an ATM” CTA button
In order to design a best-in-class experience, I evaluated other competitors to help analyze how other financial institutions communicate their ATM offerings.
Simply performing real-time keyword searches related to mobile banking helped uncover that are consumers are becoming more tech savvy with COVID-19.
• Mobile banking use has surged by 50% since the beginning of 2020. (Federal Bureau of Investigation, June 2020)
• April saw a 200% jump in new mobile banking registrations, while mobile banking traffic rose 85% (Fidelity National Information Services )
• Only 40% of respondents said they expect to return to branches post-COVID, indicating the shift to on-line is likely to stick. (Novantas survey)
• While these numbers reflect mobile banking, the data implies that customers are looking for options outside of visiting a branch.
Customers are viewing our ATM page more during COVID.
While ATM transactions are down slightly, people still use the ATM.
Our Two ATM Tour Options
Tabs provide access to multiple pieces of content in a compressed space without leaving the page.
Similar to a standard Tab Component, Subway Tabs allow multiple pieces of content to be compressed into a single page, with forward momentum.
With the two tab component options offering such significant different experiences on mobile, we presented the two versions to multiple test subjects for A/B testing.
A few verbatims from our sessions:
“It’s interesting to have a tour of something I’m not actually at. “
“It covers the main areas I’d use an ATM for, so that’s good.”
“It needs a search [function].”
“I like seeing all the sections available to me (standard tabs vs. subway).”
“I would give this a 3.” (subway tabs, on a scale of 1 to 10 for navigation)
“I would give this a 8.” (standard tabs, on a scale of 1 to 10 for navigation)
From observation and user multiple feedback we were able to identify areas of weakness that helped us eliminate the Subway Tab and Incorporate the Standard Tabs for our ATM Tour component.
After initial user testing results our team is moving forward with the ATM landing page changes and the new ATM Tour using our Standard Tab components. Line of business will monitor the interaction and usage.