Nationwide's New App - A great example of how the little things add up.
In the race to add as much functionality to mobile banking apps as possible, few banks are stepping back and thinking about the “little things” that will enhance the customer experience, such as re-vamped journeys and navigation. The newly released banking app from Nationwide Building Society, which automatically adapts to suit mobile and tablet screens, demonstrates that paying attention to the little things makes a big difference
[vc_row][vc_column column_width_percent="100" overlay_alpha="50" gutter_size="3" medium_width="0" shift_x="0" shift_y="0" z_index="0" width="1/1"][vc_column_text]We get to see a lot of apps at 11:FS as we benchmark Banking and FinTech across the world. The new Banking app from Nationwide gives us a lot to like.
"Nationwide launched the first UK Internet Bank some 19 years ago and has a really proud history of innovation. With this new mobile banking app we wanted to put brand new foundations down to be able to build both what we know our members want today but also the unknowns that will emerge in future. Our focus is firmly on being able to rapidly deploy new features and benefits which will continue to allow our members to get the most out of their money while being easy to use and engaging." Group Retail Strategy Nationwide[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column column_width_percent="100" overlay_alpha="50" gutter_size="3" medium_width="0" shift_x="0" shift_y="0" z_index="0" width="1/1"][vc_column_text]
Discovering the new app
With ambitious release cycles across mobile, tablet and wearables, Nationwide is certainly going to lead the way with smart, applicable updates and a solid cross-channel strategy. What we like about their approach is that not only added features based on customer feedback and a considerable amount of customer testing, but also cherry picked features and navigation tactics released by other leading institutions such as ABN AMRO and BBVA. This release shows that while Nationwide isn’t developing an entirely new wheel, they are straying away from re-invention, a trap so many banks fall into. Login Customers login via an “express login” journey which is inputting three randomly selected digits for a 6 digit passnumber. In the old app, these three digits were not sequential – which often required finger counting in instances when customers had to input digits 4,2 and then 5. In the new app, the three digits are in sequence, speeding up the time required to login. Furthermore, in the old app customers had click on the box which brought up a numeric keypad to enter the numbers, while in the new app the numbers are presented directly on the app (which is a plus, but does take up what could be considered vital real estate on the pre-login space).[/vc_column_text][vc_gallery el_id="gallery-119568" medias="55849,55846" gutter_size="3" screen_lg="1000" screen_md="600" screen_sm="480" single_width="6" single_overlay_opacity="50" single_padding="2"][/vc_column][/vc_row][vc_row][vc_column column_width_percent="100" overlay_alpha="50" gutter_size="3" medium_width="0" shift_x="0" shift_y="0" z_index="0" width="1/1"][vc_column_text]Touch ID and Help
The implementation of Touch ID is yet another way the login journey is enhanced, while the new help section provides access to key numbers for help and support, which would greatly benefit customers who may not have internet access, for example when abroad and need numbers immediate support for example if their card is lost or stolen.[/vc_column_text][vc_gallery el_id="gallery-119568" medias="55845,55844" gutter_size="3" screen_lg="1000" screen_md="600" screen_sm="480" single_width="6" single_overlay_opacity="50" single_padding="2"][/vc_column][/vc_row][vc_row][vc_column column_width_percent="100" overlay_alpha="50" gutter_size="3" medium_width="0" shift_x="0" shift_y="0" z_index="0" width="1/1"][vc_column_text]Quick Balance
The Quick Balance feature has also been revamped. Previously customers had to scroll between accounts to view the balance, but now customers can see all nominated balances on one screen.[/vc_column_text][vc_single_image media="55835" media_width_use_pixel="yes" alignment="center" media_width_pixel="320"][/vc_column][/vc_row][vc_row][vc_column column_width_percent="100" overlay_alpha="50" gutter_size="3" medium_width="0" shift_x="0" shift_y="0" z_index="0" width="1/1"][vc_column_text]Paperless and transaction search / view
In terms of functionality useful additions now allow customers to manage their paperless and balance text alerts. Also, customers can now view and search through 15 rather than 3 months of statement data.[/vc_column_text][vc_gallery el_id="gallery-111100" medias="55841,55837,55836" gutter_size="3" screen_lg="1000" screen_md="600" screen_sm="480" single_width="3" single_overlay_opacity="50" single_padding="2"][/vc_column][/vc_row][vc_row][vc_column column_width_percent="100" overlay_alpha="50" gutter_size="3" medium_width="0" shift_x="0" shift_y="0" z_index="0" width="1/1"][vc_column_text]Personalised greeting and aggregated balances
Small additions on the landing page add up to provide a good experience via the implementation of a personalised greeting of the customers nickname and adding aggregated balances of current accounts and savings products held. The latter is a great step towards giving customers a greater understanding of their financial position.[/vc_column_text][vc_single_image media="55835" media_width_use_pixel="yes" alignment="center" media_width_pixel="320"][/vc_column][/vc_row][vc_row][vc_column column_width_percent="100" overlay_alpha="50" gutter_size="3" medium_width="0" shift_x="0" shift_y="0" z_index="0" width="1/1"][vc_column_text]Payments and transfers
One of the strongest, yet simplest enhancements of the app, is the combination of the Payments and Transfers journeys. Formerly these journeys were accessed via the Move Money tab, which although clearly informed customers the difference between a transfer, paying a bill or sending money or Paym, took up far too much space.[/vc_column_text][vc_gallery el_id="gallery-111240" medias="55848,55834" gutter_size="3" screen_lg="1000" screen_md="600" screen_sm="480" single_width="6" single_overlay_opacity="50" single_padding="2"][/vc_column][/vc_row][vc_row][vc_column column_width_percent="100" overlay_alpha="50" gutter_size="3" medium_width="0" shift_x="0" shift_y="0" z_index="0" width="1/1"][vc_column_text]Contextualised navigation
As the app now utilises contextualised navigation, customers do not need to select form a drop down which account they would like to make a transfer from. The from account defaults to the account page they are on, with customer’s also able to change the default account via the Edit button.[/vc_column_text][vc_gallery el_id="gallery-111151" medias="55847,55834" gutter_size="3" screen_lg="1000" screen_md="600" screen_sm="480" single_width="6" single_overlay_opacity="50" single_padding="2"][/vc_column][/vc_row][vc_row][vc_column column_width_percent="100" overlay_alpha="50" gutter_size="3" medium_width="0" shift_x="0" shift_y="0" z_index="0" width="1/1"][vc_column_text]Staying with the idea of contextualisation, Nationwide has followed the likes of BBVA and Lloyds Bank by adding a contextualised static quick link menu that allows customers to access journeys that are applicable to the particular product page they are on. When customers are on the Current Accounts page they have menu options such as “Manage overdraft and Paperless” while the Savings menu includes options such as “Interest and tax paid.”[/vc_column_text][vc_gallery el_id="gallery-606082" medias="55833,55832" gutter_size="3" screen_lg="1000" screen_md="600" screen_sm="480" single_width="6" single_overlay_opacity="50" single_padding="2"][/vc_column][/vc_row][vc_row][vc_column column_width_percent="100" overlay_alpha="50" gutter_size="3" medium_width="0" shift_x="0" shift_y="0" z_index="0" width="1/1"][vc_column_text]Summary: There is a lot to like!
The new app has a totally new look and feel, but manages to maintain a similar interface architecture, which will ensure customers are familiar and at ease with the new app. While the changes to the navigation and various journeys are subtle, they serve as major enhancements. The introduction of Touch ID and aggregated balances aren’t innovative per se, but Touch ID is basically a hygiene factor for any iPhone user, while aggregated balances are becoming the norm outside of the UK.The 11FS Team's thoughts
As a Current Account customer of Nationwide, I was pleased with the existing functionality in the app, particularly Quick Balance, Impulse Savings and breadth of products I can apply for within the secure area of the app. On the contrary, two things which irked me didn’t even have to do with functionality, but the illogical navigation and time spent on the login and payments journeys and this new app tackles this straight on and nails it. I’m really looking forward to having an app that gives me more on a regular basis. Director of Research and Co-founder[/vc_column_text][/vc_column][/vc_row]