User Experience Is Taking Center Stage
Building positive user experience (or UX as it is more commonly known) is driven not by trends, but by consumers. We all want easy, intuitive, speedy experiences online. However, most decisions are not made by research of key target audiences.
This research may involve eye-tracking research, click path analysis, videotaping usage, focus groups and interviews. Most is not hard, but it is time consuming to find the right audiences and not taint the research with inappropriate framing and biases.
The Financial Brand offered several trends for 2017 for the financial industry, but many are applicable to any category or organization. Here are a few of the highlights:
- Every bank will need a UX strategy
- Banking UX approaches will become holistic
- Banking UX should be designed for Millennials
- Mobile-first is transforming into omnichannel UX
- Financial UX will become more personalized
According to Financial Brand, users don’t want to “tap dozens of buttons.” They want to push one button and be provided with solutions. This is the “Bank of the Future.” That is the future for us all.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.
