With the advent of digital financial era, investment and financial management has entered a period of vigorous development. Wealth management products are rich in variety, but the risks and returns are different. In the Internet financial platform loss cheated many users, especially before the explosion of many P2P thunder events. However, is the so-called fall into the pit, gain wisdom, users of financial investment has become more rational.
However, to keep the hearts of users, banks need to understand the needs and attitudes of current users, and combine their own advantages to provide better services.
For this, “joint laboratory bank user experience” by the 2018 banking user experience research report, the depth of the probe financial needs of the user changes, and for the first time issued a “bank digital channel user experience evaluation system”, the user experience for bank assessment status, looking for improving the user experience the swimmer provides a good window.
Starting in April this year, “joint laboratory bank user experience” on the bank of user experience research, after eight months, today released the “2018 big bank of user experience research report”, in this report, we can see that the user the status quo of financial demand, and dug up the constructive opinions on bank user experience design insight.
The survey found that compared with 2017, the proportion of users with a positive attitude towards financial management and investment has increased, and users have improved their financial management concepts, but they still lack experience. Therefore, no matter it is financial information, platform or product, the choice is conservative. The report shows that the current financial management status of users has the following characteristics:
First, they are more active in financial management and eager to make money. On the one hand, 53.8% of users are eager to accumulate wealth. “Now have some money will buy financial management, more or less will have a little profit, let go is not the same devaluation.” Such attitudes represent a large part of the population. It can be said that compared with 2017, the urgency of users’ financial management has been improved.
In terms of the purpose of users’ financial investment, 45.6% of users make financial investment for daily living expenses, which to some extent indicates that users hope to increase the funds needed for daily expenses through financial investment. This part of funds for users needs high flexibility in addition to benefits.
Second, experienced financial management ≠ professional financial management. Although users’ financial management attitude has improved, in terms of specific financial management years, users are still less experienced in financial management. 62.1% of users have financial management years less than 5 years. In the process of research, some users in Hangzhou said, “Financial management just started in these years, the earliest is alipay, and later there are some other platforms, but all of them are on the Internet.
On the contrary, only 29.3% of users are familiar with financial management knowledge, and the vast majority of users think their knowledge of financial management is not enough. Even among users with 2-5 years of financial experience, 50% of them still think their understanding of financial knowledge is at a medium or below level.
Third, learning by word of mouth, accepting fragmented knowledge. If users’ lack of confidence in financial management is just a phenomenon, the root cause may be that “users prefer to believe the word of mouth of friends and relatives in financial management”.
In the process of large research, it is found that some financial users strongly rely on the experience of others and have weak awareness of self-evaluation. “If I have good friends around me, I will share some news. Many financial management things are recommended to me by my friends. If he thinks it is good, I will try it.”
For such a phenomenon, the report analysis believes that users know more about financial management-related information from their own social circle, and have a high degree of trust in this.
Careful readers will also find that the power of wechat public accounts is huge. This is because users expect the reception of financial information to be independent and flexible, and have strong resistance to passively transmitted information. In terms of data, in addition to friends and relatives, third-party wechat public accounts are also trusted information acquisition channels for users, mainly due to the rapid development of new media at present, which provides users with more flexible and independent information source channels.
Another phenomenon worth paying attention to is that when the yield rate of financial products exceeds 6%, users’ risk awareness will increase. In the survey, some users confessed, “Generally 6% to 7% May be at risk, like that P2P is generally said to be 10%, looking at the income is very high, but now there are too many things will not consider.”
Under the influence of risk events, users begin to consider risk level as the most important factor for purchasing financial products.
Further analysis shows that the flexibility mentioned by users, including product term and redemption time, is the main basis for them to measure product risk when choosing products. Users hope to achieve risk control through short term and high flexibility. They believe that with short term and high flexibility, they can immediately transfer funds even if any situation occurs on the platform, thus creating a feeling of “my money is safe”.
This is an era of financial digitization. Although banks have natural license advantages and still stand in the center of the four major financial industries, some noteworthy points have been found in the survey.
For example, users have a stereotype of banks: low returns, high barriers and long maturities.
In terms of financial management, although banks are also affected by new financial forms, they also have their own advantages. Banks must also prepare for the coming era of open banking.
In the 2018 Banking User Experience Survey Report, the lab proposed specific coping strategies:
1. Improve the effectiveness of information access and improve users’ stereotype. The primary task of banks is to make advantage information reach users, such as letting users know the advantages of “huge capital chain, high security, low interest rate” and so on. Meanwhile, banks should improve users’ inherent cognition of “low income, high threshold, long term”. Is the so-called sharpener does not miscut wood, the use of refined words, excellent combination of text and text, convey the advantages of bank financial products, so that users understand, in order to promote the completion of transactions.
2. Optimize the purchase process of financial products to improve users’ purchase experience. On the one hand, strengthen the construction of digital channels, strengthen the combination of online and offline. Just like e-commerce, online channels have the advantages of efficiency and convenience, but they also have limitations in service. In addition, some businesses need to be handled in offline outlets, so banks with a large number of banks undoubtedly have advantages in this aspect. In fact, the mode of improving efficiency through the combination of online and offline and cooperating with multiple channels to meet users’ business needs has also been widely recognized.
In addition, banks can improve the user experience of digital channels from the aspects of operation experience and functions. Timely push reasonable financial products, and provide functions such as viewing income trends, timely reminder of expiration, and automatic renewal of expiration.
3. Further strengthen the advantages of bank security. The report shows that the sources of user security can be divided into privacy, controllability, timeliness, transmission, visibility, security, consistency and so on. It can enhance the sense of security of users from seven aspects, such as highly encrypted user personal information, open and transparent capital whereabouts, timely feedback of funds in and out of the situation, provide user evaluation system, use of dynamic password login, product platform consistency and so on.
4. Provide personalized and customized financial products and services. Customers choose products and platforms based on security, flexibility, duration, revenue, etc., which is ultimately a generalization. Due to the difference in the actual situation, the degree of preference of each person to these factors will be different, such as personal economic conditions and work and life will affect the final decision. Therefore, according to the different risk preferences, liquidity, maturity and other requirements of customers, flexible product design, balance and meet the financial needs of different users, will also become an excellent means for banks to attract and retain customers.
As the core of China’s four financial industries, banks have unshakable advantages. In today’s digital world, actively embrace digitization, continue to open up a new chapter of user experience, and strive to embrace the second half of the banking industry, and the bank’s return to the C position is within reach.
Article/Liu Kuang public account, ID: Liukuang110, this article first leek finance