study

Mobile Banking

SoundingBox helped us to learn more about people's expectations on mobile bank sites.

Mobile devices are increasingly becoming the primary way people experience bank web sites. For banks it can be tricky to understand if people’s expectations differ between mobile and desktop.

In our 2016 dataset, top bank sites delivered a consistent experience across desktop and mobile. People were looking to accomplish the same tasks regardless of device.

The site made me feel relaxed, like everything is at my fingertips.
M, Millennial, Striver, Pragmatist, Follower
The SoundingBox dashboard
The Summary view shows a site’s scores and some interpretation. The emoticons indicate if a score is above, below, or at the average for the dataset. Here we see that Discover’s mobile site is above average for how happy it made participants. Clicking the tile loads responses sorted by that measure in the replay view.
The SoundingBox dashboard
The Comparison tab allows for cross-comparison of datasets, which are added from the panel on the left. Here we compare desktop (left set of circles) and mobile (right set of circles) experiences of the same site. The orange circle represents the selected site. We can see that for some metrics, such as Success, the site scores similarly in both datasets. But others, such as Flow, the site scored better on desktop compared to mobile.

A SoundingBox subscription makes it possible to discover

  • What kinds of expectations people have for mobile banking sites
  • Ways top sites ensure ease of use and success on mobile, and a few ways that always hinder people's experiences
  • How top-ranked sites use appealing visual design to distinguish themselves from competitors
  • What mobile design pattern puts people in a flow state
  • Why people felt more compelled to act on top-rated mobile bank sites

The sites in this study are

  • Ally
  • Aspiration
  • Bank of America
  • BB&T
  • Capital One 360
  • Discover
  • PNC
  • SunTrust
  • TD Bank
  • Wells Fargo