{"id":11580,"date":"2020-03-13T09:00:29","date_gmt":"2020-03-13T08:00:29","guid":{"rendered":"https:\/\/my-life.lu\/?p=11580\/"},"modified":"2020-03-10T15:37:52","modified_gmt":"2020-03-10T14:37:52","slug":"what-happens-when-a-bank-focuses-on-the-user-experience-50032","status":"publish","type":"post","link":"https:\/\/my-life.lu\/en\/what-happens-when-a-bank-focuses-on-the-user-experience-50032\/","title":{"rendered":"What happens when a bank focuses on the user experience?"},"content":{"rendered":"
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Have you ever felt like pulling the plug on your PC or throwing out your smartphone when you\u2019re trying to use a company\u2019s app? Maybe there were multiple error messages, you couldn\u2019t find the feature you were looking for or you had to jump through a million hoops to pay a measly \u20ac20 \u2013 the bad experiences are endless. What if UX (user experience) could make all that a thing of the past? Here’s everything you need to know.<\/p>\n

How can a bank stand out from the competition? In an era of increasingly uniform products and services, the client\u2019s everyday experience can make all the difference. And, in this regard, banks are well aware that it\u2019s up to them to adapt to their clients\u2019 needs, not the other way around. Their efforts to do just that rely on a growing discipline called UX (user experience). UX is about much more than just digital interfaces. myLIFE has interviewed BIL\u2019s subject-matter experts to help you understand the steps the bank is taking to improve your experience of interacting with BIL.<\/p>\n

What is UX?<\/h2>\n

As the name suggests, UX involves focusing on the user\u2019s overall experience of interacting with a system or service offered by a brand. For Nathalie Knops, Head of Business Transformation at BIL, \u201cUX is a new way of approaching our clients\u2019 needs and understanding how they interact with the bank during branch visits, when they log into their online banking area, when they call their banker or when they simply withdraw money at an ATM.<\/em>\u201d<\/p>\n

The emotional aspect of the experience means that we have to look at client interactions from a human perspective rather than a technical viewpoint alone.<\/p><\/blockquote>\n

How can this experience be improved? Multiple factors are likely to affect the quality of the user experience. As such, UX relies on objective datapoints such as usability (how easy something is to use) as well as the emotional impact on the user. Aur\u00e9lien Mell\u00e9, UX Design Team Leader at BIL, stresses that \u201cthese two aspects of the user experience are essential and inextricably linked. Both must be taken into account for a good UX. The emotional aspect means that we have to look at user interactions from a human perspective rather than a technical viewpoint alone<\/em>\u201d. In other words, the interaction shouldn\u2019t just be an effective way to complete a task. It should also be a pleasant \u2013 or at least not unpleasant \u2013 experience for the user.<\/p>\n

How does it work?<\/h2>\n

\u201cConsidering the emotional aspect of the client experience fundamentally changes how we work because the company can no longer develop solutions in isolation; instead, it must put the user and their context at the heart of every stage in the process,<\/em>\u201d says Nathalie Knops.<\/p>\n

Let\u2019s take a banking app as an example. Ideally, it should be simple, comprehensive, accessible and pleasant to use. But how can it be all of these things at once? If compromises must be made, which aspect should take precedence? The answer is simple: the user is always right, so choices must be made based on what matters to them. As such, users play a role in each major stage in the UX process, namely:<\/p>\n