[Quick note: If you read my old blog post about gamification, you may hope to earn more Peter Wannemacher Points. Well congrats! You just earned 150 more Peter Wannemacher Points! Plus, you can collect a digital badge if you read to the end of this post and send me an email!]
Fiserv’s current version of CheckFree RXP uses gamification to increase digital bill pay adoption among its bank clients - our research shows online bill pay is a critical secure site feature on banks' websites. So I spoke with Justin Jackson, senior product manager at Fiserv, about the company’s use of gamification. Right away, he made it clear that gamification is not just “building an online game for people to play” but the process of “taking cues from game design to better engage users.”
I recently spoke with members of the application development team at Torry Harris Business Solutions (THBS) in India. THBS develops mobile apps for clients worldwide. The team revealed that THBS clients now focus much more on user experience (UX) design — so much so that some of them are even willing to spend an additional 5% on top of the total app development cost to get a better design. UX design represents about 30% to 40% of the total mobile app development cost. But a great UX is only half of a mobile engagement; context is the other half. To develop a complete and effective mobile engagement, eBusiness and channel strategy professionals must:
A lot of people have been talking about Facebook’s new Nearby Friends feature for their mobile app, which gives users the ability to see which friends are nearby. But less discussed, and perhaps just as significant, is another change — to a more contextually-relevant Facebook profile.
In the past, when you checked out other users’ profiles, you would see the same static information including their profile photo and links to their friends and “about” pages. There were two problems with this. First, the information is rarely updated, so it becomes stale. Second, if you don’t know the person, it takes a bit of digging through their pages to find out if you know them or have anything in common.
The Facebook iPhone app’s recent update addresses these concerns by taking a contextual approach. Specifically, it presents more personalized and dynamic information, such as whether you and this person share any mutual friends, whether you happen to live in the same city, and what the friend has been up to recently. The app also prioritizes this information, so it’s one of the first things you see after you click on a user’s profile.
In fact, we’ve seen this trend in mobile apps — the best apps are moving away from static web-like experiences and are delivering more personal, relevant content, fast. In my report, "The Best And Worst Of Mobile User Experience," I found that leading mobile user experiences share common attributes that separate them from the pack. These leading experiences:
Forrester's global analysts have written some great pieces on gamification. In general terms, this research is is just as applicable to the SE Asian markets. However, there are some specific differences within the region that should also be considered. The most important thing to remember is that, while the general principles of gamification definitely hold true within the region, there are still some specific differences that should also be taken into account.
First and foremost, we definitely see the same problems in APAC where a lack of clarity on the desired behaviour encourages game play - for games sake. This is probably the worst outcome of all for gamification initiatives, regardless of where they're deployed. If there's no clear desired behaviour change identified, there's absolutely no valid reason to introduce gamification. The real challenge though is ensuring that the right strategy is selected to achieve the right objectives.
A few weeks ago I read a blog post by Seth Godin and it hit me like a ton of bricks: Records management is a skeuomorph. I confess, I had never heard of the term “skeuomorphism” until just a few months ago. I learned the word via blogs and tech articles discussing design trends in mobile.
What is a skeuomorph? A simple definition (courtesy of academic George Basalla, via Wikipedia) is “an element of design or structure that serves little or no purpose in the artifact fashioned from the new material but was essential to the object made from the original material.”
In other words, every time we pick up an iPad and download our digital “book” on an electronic “shelf” painted with virtual wood stain – we are engaging with a skeuomorph – like this one:
Since joining Forrester this year, I’ve had the opportunity to get briefed on the RM offerings of many ECM and information governance vendors, and with just a few exceptions, there are some unmistakable common threads I see across products. Top of that list? A user experience that has lifted the paradigm of paper and plopped it on top of an electronic records repository.
As we roll towards 2013, the tide is turning; leading online brands, including Apple, Best Buy, Four Seasons Hotels, and Rue La La to name a few, are now putting the features of HTML5 to use on their desktop sites with the goal of enhancing the online experience for customers using modern browsers like Chrome, Firefox, and IE9. We are at an inflection point: With consumer adoption of HTML5-“capable” desktop browsers widespread and web developer understanding of the technology rapidly maturing, HTML5 is no longer an emerging toolset for mobile and tablet development. Instead, it is fast becoming the de facto standard for web experience innovation across touchpoints.
As eBusiness teams evaluate the business case for HTML5 on the desktop, it is important to remember that this not an all-new technology— it is a collection of individual features that extend the existing W3C HTML standards. The decision to start using HTML5 or CSS3 does not require any changes to or throwing away of existing code. Instead, eBusiness teams can simply enhance the user experience of existing sites by incrementally using the new features of HTML5. HTML5 puts more tools in the box, but it doesn’t change the fundamentals of how to build the website.
Websites are the most widely used touchpoint for credit cardholders interacting with their providers. The quality of a credit card company's secure website impacts the relationship that firm has with its customers. To understand the state of card issuers' digital services, Forrester has just released our 2012 US Credit Card Secure Website Rankings. We found that:
Discover leads the pack with exceptional service features and valuable transactional functionality. With a score of 80 out of 100, Discover received the highest overall score among the six credit card issuers whose websites we evaluated. The firm earned a whopping 91 in our online servicing category, as well as an impressive 84 in our transactional content and functionality category.
eBusiness teams at card issuers have room to improve in cross-selling and usability. Although the websites we looked at revealed strong digital services among credit card issuers overall, our benchmark also uncovered opportunities for improvement, specifically in the areas of user experience design and secure website cross-selling. eBusiness teams need to enhance their websites’ navigation, task flow efficiency, and location cues while improving the contextual cross-selling & upselling on the secure site.