• 5 CX Tips for mobile payment Applications

    5 CX Tips for mobile payment ApplicationsThe entrance of Apple Pay in Australia, Singapore and China shifted the mobile payment and wallet game. When ANZ announced its plans for Apple Pay, its credit cards and deposits accounts applications increased. Most major banks and card merchants in Singapore and China are also following suit to introduce Apple Pay compatibility. In China, 3 million cards were activated on Apple Pay in the first 2 days of availability.Other than the giants of Apple Pay, Android Pay and Samsung Pay, mobile wallets with tap-and-pay technologies from the likes of Paypal, startups and even local banks are entering the market too. However to make sure that customers adopt and sustain their usage of these mobile wallets (be it BLE or NFC), success lies on a few factors. Besides having an effective marketing campaign that communicates clearly to (potential) customers about the advantages of having a mobile wallet, the whole customer experience of using the application from creating their wallet to using it at payment terminals is very important.


  • Design considerations for Ridesharing and Taxi Mobile Apps

    Design considerations for Ridesharing and Taxi Mobile AppsSince the inception of ride-sharing and taxi mobile apps, the taxi industry has changed considerably. Apps like Uber, GrabTaxi, Hailo and even taxi companies’ own booking apps are so convenient that they have essentially replaced the traditional waving action for flagging down a taxi. Due to the success of these apps, a wave of similar apps is coming in to take a share of the market. Just in “tiny red dot” Singapore alone, 2 more companies (Karhoo and ConnexTaxi) are slated to roll out their variations of the ride-sharing and taxi apps in 2016. Services and pricing offered by the companies of these apps are eventually going to converge to a certain standard as competition gets stiffer. If companies want to keep their customer base or attract new customers, it all boils down to the user experience (UX) of their apps. After all, companies with higher satisfaction are proven to be more successful.

    Curious about the current competition in the industry, Objective Experience Singapore conducted a pilot study evaluating the UX of the two most popular ride-sharing and taxi mobile apps in Singapore — Uber and GrabTaxi. Utilising our expertise in eye-tracking technology, we conducted the study using the Tobii Pro Glasses 2, which is ideal for observing how users interact with the mobile apps in real life, instead of artificial lab environments. We uncovered findings about how people used Uber and GrabTaxi, and we proposed 4 main design considerations from these.


  • Mobile Design Whitepaper

    Consumers are increasingly turning to their mobile when interacting with a product or service. This interaction is often their first experience with that service which can leave a lasting impression. Whether it’s in the discovery stage or purchasing online, it’s never been more important for businesses to have an effective mobile experience.

    Consumers don’t just want a usable mobile site, they expect it. The rise in usage and reliance on mobile sites to deliver relevant and goal-orientated content has never been more evident than in the past few years, where we are now seeing the tipping point between desktop vs. mobile engagement. Despite this, I’m continually conducting research on mobile sites that are not up to the standards expected from users in the current market.


  • Eye Tracking in Banking Innovation

    For many, banks seem to be at the low end of the innovation spectrum while other tech companies like Google are praised for their progress. However, this is changing, with some banks leading the forefront of innovation within their industry. The uprising buzzword in the banking and finance industry is “FinTech”, which stands for Financial Technology. The Wharton School defines FinTech as an economic industry composed of companies that use technology to make financial systems more efficient. Large financial institutions are hopping onto the FinTech bandwagon embracing the progressive change to develop more innovative and disruptive products and services. These banks have created design and innovation labs equipped with the latest technologies and FinTech experts to further foster innovation as a key driver for business growth.


  • What Landing Pages Should Be Like Whitepaper

    Landing pages are very different from other generic pages of a website or blog because of the very reason that they are goal driven. A landing page, which is sometimes also referred as a “lead capture page” or a “lander” has specific goals, geared towards the publisher’s business strategy. In short, landing pages are created to convert site visitors, leads and prospects into customers or clients. The more conversions a landing page generates, the more successful it is. These guidelines can be used when designing a landing page at any point during a web development life cycle. This can be used for compliance to ensure that designs for all current and future landing pages comply with best practice research and used for validation as a point of reference during the latter stages to cross-check that all relevant components remain compliant. The guidelines are split up into the three ‘C’s (Credibility and Trust; Conversion; and Content) that can be used as required depending on the intended type of landing page desired.


  • Selling UX Internally - A Whitepaper

    User Experience (UX) is gaining ground as a catchphrase in the corporate arena and everyone wants to get involved. However, the actual adoption of the discipline and its process within businesses is frequently met with resistance. Managements are often unwilling to invest time and resources to the UX process because of a lack of understanding and the perception that it will add to costs and delay schedule. In this scenario it is up to UX advocates to evangelise, strategise and educate within the organisation. While it is indeed challenging to drive the change from within the company, it is a fine opportunity to reach out to disparate stakeholders across the board, with a single purpose, i.e. focus on the customer. After all companies with higher customer satisfaction are proven to be more successful. This paper provides guidelines on selling UX to internal stakeholders for a buy in. It explores the various stages that organisations go through before a UX process has been instituted.


  • Eye Tracking Facilitates Customer Experience Design

    A case study of DBS Bank Singapore

    Customer experience is a buzzword in the retail arena. The last decade has seen a tremendous change in the way customers interact with services. Ubiquitous technology has empowered the customer to stay connected and informed. This shift of power towards the customer has resulted in higher customer expectations of the retail experiences. Businesses are, therefore, looking at user research to understand their customers and the context of use of their services, and thus design services that provide the enhanced experience the customer is anticipating. Employing eye tracking has become a preferred tool for conducting user research. By incorporating eye tracking in their research, business aim to understand the outreach of their marketing collaterals, physical evidences in their retail outlets and the effectiveness of their service encounters.
    The Service Innovation practice of NUS-ISS has been propagating the value of service design and the need to design for a better customer experience. In this context, NUS-ISS partnered with Objective Experience Pte Ltd, an eye tracking consulting company, to conduct customer experience research for the DBS Bank, a major Financial Services Institution incorporated in Singapore that offers retail banking services. The marketing division of DBS, was interested in understanding their customers, their context of use of the bank branch services, and the performance of their products and merchandise in attracting the attention of customers and embedding their brand and products in their minds.