Understanding how people feel about their digital experiences is difficult because our relationship with technology isn’t always rational. And there aren’t any UX tools or methods available. SoundingBox and our REVERB framework was designed to address these challenges.
In 2016, we continued to use our SoundingBox platform to track trends across financial service sites. We collected the experiences of over 3,000 people on 99 sites across a variety of business lines, including credit cards, investing, mortgage, and small business.
One thing we noticed was that emotions matter. People felt more likely to act, recommend, or return to sites that resonated emotionally.
[The site I just used makes me feel...] appreciated. The website had lots of resources for small business owners. It feels like they are looking out for the little guy.
Among the sites we studied, Capital One’s Small Business site was a top performer for small business sites. The site resonated emotionally through a straightforward presentation of products, compelling educational content, and a down-to-earth tone.