by Ron Daly
I caught a look at this article from BankInnovation about Bank of America's mobile users. Recently, BofA Senior VP Marc Warshawsky disclosed that the number of mobile logins to their electronic banking services outnumbered the "online" logins (that is, from a personal computer) for the first time. Apparently, BofA customers can't get enough of the megabank's mobile apps. Warshawsky had a few words for how to manage mobile as smartphone penetration increases.
From the article:
How should banks approach mobile? “Think like a software company,” Warshawsky said. But he added a word of caution to developers: “Not everything is the right thing to do for customers just because you can do it.”
A sharp observation. But I wonder what he means by "think like a software company", especially when software companies aren't really "companies" these days - some are just a handful of developers, or even one developer, working remotely to make an app. Hard for a company as large as BofA to tell other large institutions that the key to success is thinking small and light, don't you think?
To try and expand on this very small soundbite and think it out a bit, I made some notes. Tell me if you agree or not:
Step 1: Function first, form second, platform third
If I were a developer, I would want to create a product first and foremost. What's the pain I'm trying to salve over with this app? Marco Arment, creator of Instapaper, had a single goal in mind: make articles easy to read when you're able to read them. He worked hard to create the code that would strip out all the ads from an article and present the information in a way that was easy on the eyes (Instapaper makes it easy to adjust brightness and font size - great for guys like me who love their iPad and hate having to find their glasses). He then brought that to bear on the iPhone, the Kindle, the computer monitor, the iPad...and now that he's sold a majority stake to BetaWorks, you'll likely see the app on every platform out there. But what makes it worth the time and money? Simple - it does one thing well on the back end and presents it beautifully on the front end, no matter which "front end" you're using.
Step 2: Change is good, and necessary, and (relatively) easy
There's a world of difference between the "software" we were used to in the 90's and early 00's and the "apps" we can't live without today. "Software" was a big, branded box of discs and booklets and download codes. Want to update that software? You need another box and another authenticity code and another set of booklets. And, most likely, you'll wait five years.
"Apps" live in our little icon squares and update every few weeks...maybe every few days. When developers find bugs or want to push updates, it happens quickly and, typically, efficiently. Adobe's taken note of this - their super-expensive and super-sought-after Creative Suite is going subscription, meaning updates and changes will be pushed automatically - no more buying upgrades to CS packages. Don't be afraid to upgrade your mobile offering when the time comes and be sure to focus on bug reports, breaks and user feedback.
Step 3: Find new ways to simplify and specialize
Malauzai, our mobile app partner for our My Virtual StrongBox app, has made a few headlines recently thanks to their common-sense approach to app development. River City FCU has a high number of Spanish-speaking members. The solution? A multi-lingual app that can serve both English- and Spanish-speaking markets effectively. Users complained about having to enter login credentials to check a balance. The solution? An app that will display balances and recent transactions without logging in but requires a full login for transactions. Simple, compliant, effective.
Our own app's got some smart problem-solving features, too. Some folks don't have scanners and want to make electronic copies of paper documents. Solution? Take a picture with your iPad's camera app and it stores the image in your online safe deposit space. Simple!
Step 4: Always be closing...er, opening, that is.
Warshawsky warns against overwhelming users with too much functionality in an app. While you may not want to jam every possible user action into your mobile app, you should definitely leave yourself open to opportunity. If a member checks in three times a day, how can you be sure they'll be seeing what they "should be" seeing? That is, how can you make certain that when a member's ready to move on a home loan or an auto loan, they think of you first? Better get smart about giving people clear paths to a deeper relationship.
Apps are a way to keep current and bring mobile convenience to members. They are, however, just another mile-marker on the road to mobile dominance in our culture. What happens when that much-discussed "mobile wallet" hits the member's hands? Are you going to be an important player, or an obstacle to progress? How can you be sure you won't be left behind?
Talk to us about it in the comments.