Mobile UX Banking Competitive Index Report

Mobile Banking Competitive Analysis

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Banking Mobile UX Competitive Analysis

(Published Bi-Annual in April and October)

The Mobile Banking Competitive Insights provided by our innovation arm, Key Lime Labs, summarizes these new, successful, and well-received features across the banking industry so that both industry leaders and institutions, large and small, can make at-a-glance strategic decisions. The report features key areas that drive user satisfaction and quickly identifies areas of improvement to satisfy existing and prospective customers. KLI’s research experts highlight opportunities based on a rigorous independent evaluation and that ultimately identifies trends and opportunities that move the entire industry forward.

 

Mobile Banking Competitive Index Overview

In this detailed report, KLI profiles the competitive mobile landscape of eight (8) of the top US retail banks, and ultimately reveals which bank offers its users the best mobile solutions:

  • State Farm
  • Bank of America
  • Chase (JP Morgan Chase)
  • Citibank (Citigroup)
  • Pen Fed
  • U.S. Bank
  • USAA
  • Wells Fargo & Company

The evaluation includes a general discussion about what these banks are doing to provide for their existing and prospective retail banking users via mobile-optimized sites and apps (iOS and Android). Data is captured from actual users of each bank and includes screenshots of features from behind-the-login screens of each provider.

 

Additionally, Key Lime Interactive (KLI) shares the methods employed to rank the banks based on consumers’ self-reported preferences and insights; provides a best-in-class feature list, as well as a comparative list of the available features of the six; and identify trends and opportunities that bridge the gap between consumer expectations and the current banking solutions. This consumer-based solution differs from other similar reports as KLI uses these consumers’ preferences to weigh the importance of features.

View Competitive Benchmark Report: Mobile Banking Competitive Index Overview PDF

Competitive Index UX Methodology

An expert capabilities assessment, comparative feature ranking, and user ratings were combined to determine an overall score and ranking.

User feedback is incorporated by gathering responses (n=500), to understand which features and tasks were must-haves when it comes to interacting with the mobile property of a retail bank. From those results, KLI prioritized user’s needs and preferences, and then placed the features into four tiers relative to the importance and these tiers played a part in the weighted score we awarded each feature when tabulating a final score for each mobile property.

Additional information about KLI’s methodology is detailed in the detailed report. Request Detailed Report.

View More Mobile UX Reports:

Home & Renters Insurance

This report goes far beyond a basic heuristic evaluation or expert review, KLI’s methodology is unique because it incorporates consumer preferences.

View Details

Credit Card

These insights summarize new, successful, and well-received features across the finance industry.

View Now

Auto Insurance

The evaluation includes a general discussion about what these companies are doing for their existing and prospective customers via mobile-optimized websites and apps (iOS and Android). Data is captured from actual customers of each issuer and includes screenshots of features from behind-the-login screens of each provider.

Learn More

Cruise Competitive Index

Each year the benchmark will examine sites’ top problem areas from the previous year and any site redesigns/changes made subsequently, to answer the question: Have the sites made changes that have improved or worsened the user experience?

Access Report

Brand Ratings

Here’s a sneak peek of the top-ranking brands in your industry. Contact us to request a full UX competitive analysis:

1

Chase (JP Morgan Chase)

Mobile Web Score: XX%

2

Wells Fargo & Company

Mobile Web Score: XX%

3

U.S. Bank

Mobile Web Score: XX%

Ranking

Unbiased Third-party Mobile UX Research

The Competitive Intelligence you need to stay ahead of your competitors. Competitive Insights, an intuitive competitive intelligence software, incorporates consumer preferences of features and capabilities that they consider critical for a successful experience including:

 

  • A complete listing of overall rankings
  • A detailed scoring breakdown of all capabilities and features reviewed
  • Screenshots from behind the login screens of all competitors sites & apps
  • A comparative list of current mobile capabilities available on each mobile app
  • Detailed descriptions of how users can complete tasks on the mobile device (e.g. pay a bill, look at account history, etc.)
  • User feedback collected regarding feature preferences
  • Identifies key success factors, best-in-class features, areas for improvement, and why some companies are lagging behind
UX success

Request a Competitive Insights Subscription

Best-in-class Mobile CX Comparisons

Gain insights into typical behaviors and context for the use of your product with year-over-year brand performance ratings across mobile web + mobile app across iOS and Android.

Play-by-Play Screenshot

Get full access to a library of screenshots of your competitor’s latest mobile designs indexed by feature, brand, and release date.

Dynamic Change Tracking Tables

See when top brands in your industry update, remove or add new mobile features.

Features Ranked By Consumers

View results from over 500 active consumers on the mobile features they value most in your industry.

Insights

Chart your course for a better customer experience today

See How your Mobile UX Compares to the Top Brands in your Vertical

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UX Mobile Auto Insurance Index

Mobile Auto Competitive Analysis

Gain Insights Into your Customers & Competitors
REQUEST A DEMOLEARN MORE
mobile auto report

Mobile UX Competitive Analysis

(Published Bi-Annual in May and December)
The Auto Insurance Mobile UX Competitive Insights by our innovation arm, Key Lime Labs, summarizes key features across the industry with the click of a button so that both industry leaders and small institutions can make at-a-glance strategic decisions. This detailed analysis features key areas that drive user satisfaction and quickly identify areas of improvement to satisfy existing and prospective customers. KLI’s research experts highlight opportunities based on a rigorous independent evaluation and that ultimately identifies trends and opportunities that move the entire industry forward.

Auto Insurance Competitive Index Overview

In this detailed report, KLI profiles the competitive mobile landscape of the eight largest US auto insurance providers:

  • State Farm
  • Allstate
  • GEICO
  • Progressive
  • Nationwide
  • Esurance
  • USAA
  • Liberty Mutual

The evaluation includes a general discussion about what these companies are doing for their existing and prospective customers via mobile-optimized websites and apps (iOS and Android). Data is captured from actual customers of each issuer and includes screenshots of features from behind-the-login screens of each provider.

KLI shares the methods employed to rank the providers based on consumers’ self-reported preferences and insights; provides a best-in-class feature list, as well as a comparative list of the available features; and identify trends and opportunities that bridge the gap between user expectations and the current mobile auto insurance solutions.

Read the overview here: Auto Insurance Competitive Index Overview PDF

Mobile UX Methodology

To create an overall score, we combine a capabilities assessment with user feature importance ratings. The capabilities assessment is created by examining the feature coverage of the auto insurance sites and applications. User ratings are determined by a consumer survey and card sort (n=500), to understand which features and capabilities are must-haves when interacting with the mobile property of an auto insurance provider. From those results, we were able to understand what users believed to be most important to them. We use this consumer data to determine the weighted score we give each feature when tabulating a final score for each mobile property.

Additional information about KLI’s methodology is detailed in the full report.

What’s in this Analysis?

In summary, this Competitive Insights report includes:

  • A complete listing of overall rankings
  • A detailed scoring breakdown of all capabilities and features reviewed
  • A complete list of best-in-class features
  • A comparative list of current mobile capabilities available on each mobile app
  • Detailed descriptions of how users can complete tasks on the mobile device (e.g. pay a bill, file a claim, etc.)
  • User feedback collected regarding feature preferences
  • A comprehensive list of all mobile apps currently available by these eight companies

View More Mobile UX Reports:

Home & Renters Insurance

This report goes far beyond a basic heuristic evaluation or expert review, KLI’s methodology is unique because it incorporates consumer preferences.

Learn More

Mobile UX Credit Card

These insights summarize new, successful, and well-received features across the finance industry.

View Mobile Credit Card Insights

Mobile Banking

The evaluation includes a general discussion about what these banks are doing to provide for their existing and prospective retail banking users via mobile-optimized sites and apps (iOS and Android). Data is captured from actual users of each bank and includes screenshots of features from behind-the-login screens of each provider.

Access Mobile Banking Report

Cruise Competitive Index

Each year the benchmark will examine sites’ top problem areas from the previous year and any site redesigns/changes made subsequently, to answer the question: Have the sites made changes that have improved or worsened the user experience?

View Details

Brand Ratings

Curious who the top-ranking brands in your industry are? Here's a sneak peek, but click below to request a full UX competitive analysis:

1

State Farm

Mobile Web Score: XX%

2

GEICO

Mobile Web Score: XX%

3

Allstate

Mobile Web Score: XX%

Ranking

Unbiased Third-party Research

The Competitive Intelligence you need to stay ahead of your competitors. Competitive Insights, an intuitive competitive intelligence software, incorporates consumer preferences of features and capabilities that they consider critical for a successful experience including:

 

  • A complete listing of overall rankings
  • A complete list of best-in-class features
  • A detailed scoring breakdown of all capabilities available on each mobile app
  • Detailed descriptions of how users can complete tasks on the mobile device (e.g. pay a bill, look at account history, etc.)
  • Identifies key success factors, best-in-class features, areas for improvement, and why some companies are lagging behind.
KLI UX Consultants

Inside your Competitive Insights Subscription

Best-in-class Mobile CX Comparisons

Gain insights into typical behaviors and context for the use of your product with year-over-year brand performance ratings across mobile web + mobile app across iOS and Android.

Play-by-Play Screenshot

Get full access to a library of screenshots of your competitor’s latest mobile designs indexed by feature, brand, and release date.

Dynamic Change Tracking Tables

See when top brands in your industry update, remove or add new mobile features.

Features Ranked By Consumers

View results from over 500 active consumers on the mobile features they value most in your industry.

Perks

Chart your Course for a Better Customer Experience Today

{

"These rankings acknowledge our continued focus on providing both current and prospective State Farm customers with the same great experience, regardless of how they come to us"

Patty Gaumond / State Farm

"Our C-suite asked us to find an A-Team… Having worked with Key Lime at a previous employer, I knew that there was no better team than them for actionable insights and strategic design recommendations.”

VP of Digital Strategy & Innovation / Miami Heat

“…This methodology provides the details we need in order to focus our development plans in the coming year....”

VP of eCommerce / Norwegian Cruise Line
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Best Practices for Competitive Benchmarking

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Best Practices for Competitive Benchmarking
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Analysis

Learn About Best Practices for UX Competitive Benchmarking

Are you interested in performing Competitive Benchmarking research for yourself or a client, but don’t know where to start?


Please join Key Lime Interactive‘s Director of Quantitative Research, Dana Bishop, and User Experience Researcher, Phil McGuinness who have been collaborating on Competitive Benchmarking studies for the past 5 years. In this webinar, they will reveal some of the best practices they have developed over the years.
Topics will range from the importance of taking the proper time for building a strong foundation for your benchmarking study, the key questions you should be asking yourself before starting, as well as participant recruiting, pre-analysis planning, and collecting and analyzing data.

Questions that we’ll answer within this webinar:

  • Why benchmark yourself? Why include your competitors when benchmarking?
  • How to set clear goals and objectives for your benchmarking study?
  • How do I get the right participants? How many do I need?
  • More about population, sample size, and statistical significance
  • Which tools are best for collecting benchmarking data?
  • What are the Best Practices for analyzing competitive data?

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Survey Design Sins to Avoid

by Phil McGuinness

 

checklist

Are you a User Experience professional who uses online survey tools to deliver insights? If so, you’re in luck! For the last four years, I’ve been working extensively with various online survey tools to deliver everything from simple one-off consumer surveys, to large scale multinational Competitive Benchmarking tests. Throughout that time, I’ve had endless opportunities to experiment with different design methods and survey tools – and to make mistakes, and learn from them – so that you don’t have to. In this article, I would like to share with you some of the potential pitfalls to designing and programming these studies that you can avoid in your next survey. Proper survey design can save you countless hours of frustration when it comes time to analyze the data and deliver your report.

  1. Not Scripting to Your Reporting Tool

Sometimes when you script a survey, you want branching pathways for users who are successful or not, so you create multiple paths. For instance, in UserZoom, you can have a “Success Questionnaire” and an “Error Questionnaire” depending on a particular question. If you only want to look at the success group and the failure group individually, that’s a perfectly sound approach. However, if you want to look at any of those answers cumulatively in the results, you’ll now force yourself to manually compile answers to the same question from those two questionnaires. If you do this across multiple tasks and multiple studies, suddenly you’ll find yourself doing busywork that could have been avoided, had you taken some time to assess how these results would look in the reporting tool. If you’re unsure, run a preview or soft launch with yourself as the participant, and see how the data looks. This could save you hours of time when you get to the analysis phase, trust me!

 

  1. Not Making the Most of a Tool’s Capabilities

Knowledge of the survey tool you’re using is extremely valuable when scripting. For example, many survey tools allow you to tag your questions with an alphanumeric code, allowing easier identification when you export the results. Taking a moment to label your questions with clear, concise tags will make your analysis phase easier and less prone to errors.

 

  1. Script Once, QA Twice (or more!)

Okay, the old adage is measure twice, cut once, but you get the picture. It’s important to lock everything down before you go into field. If you make sure that you have everything you need before gathering results, you avoid common pitfalls like leaving out a key question, or any number of logic issues that could tank a survey. Survey software typically makes it difficult to make script changes once the study has launched, so you could end up throwing away data from days of fielding. That’s why I recommend at least two QA’s, one from the panelist or participant perspective, and one from the client perspective. Ideally this QA will be done by another member of your team, not the person who wrote the script. Experienced survey designers know that it’s easy to develop blind spots for your own script. A proper QA should first take in the participant point of view, making sure the instructions make sense to someone with no knowledge of what is being tested. The second QA should both verify logic and setup, but more importantly, map back the study design to the goals of yourself or your client. This added verification can prevent costly mistakes and time lost when the study goes live.

 

Kitchensink

  1. The Kitchen Sink

Finally, the kitchen sink. It’s tempting to shove everything you can into a survey – especially when pressure mounts from your client and stakeholders – but remind them that the most elegant surveys avoid unnecessary questions and focus on what is most important. It’s of paramount importance to minimize survey fatigue, a real problem that lowers response rate and quality. A good rule of thumb for the longest surveys is a length of 20-25 minutes maximum, and that’s stretching it. Even at 20 minutes there is a large drop off on quality comments near the end of the survey. You may end up throwing out results that would have been valid in a 15-20 minute survey. Ask yourself, or your client, “Do we want 50 questions of middling to poor data or 35 questions with high quality responses?”

 

That’s all for now. I hope you’ve found this educational, or at the very least, entertaining! Subscribe to our newsletter for monthly articles and updates.

 

PRESS RELEASE: Norwegian Cruise Line Hosts the Best In Class Web Experience; Leaves Competition in Their Wake

Key Lime Interactive Ranks Norwegian Cruise Line’s Website Best-In-Class in Comprehensive User Experience Report.  

Miami, FL – Key Lime Interactive (KLI), an industry leader in competitive index reporting across a variety of industries, released the results of their Contemporary and Premium Brands 2014 Cruise Competitive Benchmark Study at the close the third quarter ranking Norwegian Cruise Line as Best-In-Class. The report compares the website for seven cruise brands including Carnival Cruise Lines, Holland America, Disney Cruise Line, Princess Cruises, Celebrity Cruises, Royal Caribbean Cruise Ltd. and Norwegian Cruise Line. The report reveals that Norwegian Cruise Lines offered the best “overall site satisfaction” over a variety of indices such as brand affinity. The Key Lime Interactive Competitive Benchmark study defines these indices as “behavioral loyalty.”

“Consistently positive emotional experiences result in consumer loyalty,” reported Ania Rodriguez, Founder and CEO of Key Lime Interactive. “Norwegian’s site visitors indicated that they had a high likelihood to return to the site and book a cruise in the future. Most importantly, the site significantly outperformed its competitors’ in terms of time spent on the site. Time spent increased the brand’s perception relating to attributes such as ‘entertaining’, ‘appealing’, ‘fun’, and ‘family-oriented’.”

These emotional experiences and demonstrated behavior were measured using a task-based user research approach in which hundreds of users participate in a study passively, in their natural context, from geographically widespread locations. A mix of experienced and inexperienced cruisers were recruited to visit a cruise website and perform a series of tasks. Before, during and after task completion, several lines of questioning were asked so that Key Lime Interactive’s team of researchers could evaluate a series of drivers and determine how each site performs. These detailed results help design and digital marketing professionals at each brand better understand the online customer journey. Digital marketing and product development teams count on these findings to meet the needs and expectations of their target audience in strategic planning sessions.

Norwegian significantly outperformed the other players in areas such as “Offering Satisfaction” and “Value Proposition.” Additional analysis across six other drivers is featured in the report.

Norwegian stakeholders responded favorably. “…Not only are we prioritizing what users claim they need, but we get a first-hand view of what users are doing on the site. In our experience, what our guests say, and how they actually behave online doesn’t always align. This methodology provides the details we need to in order to focus our development plans in the coming year,” says Rob Casas, Vice President of eCommerce at Norwegian Cruise Line.

Casas and others rely on Key Lime Interactive reporting to drive the development roadmap into the next quarter and beyond. In many cases, deficits or strengths easily translate to quick fixes or strategic change to improve prospective buyer experience.

Additional Report Information

Key Lime Interactive’s Cruise Experience Mobile Heuristics were used to determine the overall score and ranking of seven (7) companies including Carnival Cruise Lines, Holland America, Disney Cruise Line, Princess Cruises, Celebrity Cruises, Royal Caribbean Cruise Ltd. and Norwegian Cruise Lines. These heuristics consisted of a capabilities assessment, comparative feature ranking and overall user score and ranking.

The methodology first aimed to understand by using consumers’ self-reported preferences; which features and tasks were must-haves when it came to interacting with the site. These identified features were then placed into priority order to highlight their importance. This ranking was used in an algorithm to tabulate the final scores.

Key Lime Interactive recognizes the importance of aligning business-centric goals with consumer-centric needs to produce winning solutions and makes this a core component to all deliverables. This incorporation of user feedback is a primary component for this and all studies across various industries ranging from finance, retail, hospitality, etc.

“Other reports highlight what we’re doing well from an expert user experience researcher perspective. This report is different because it tells us what we’re doing well from the user perspective. When adjusting the opportunities for improvements listed we can see the direct impact on overall site success.” says Casas as he anticipates Norwegian’s scores in the next report release.

All assessments are as of August 22, 2014. The next iteration of the study will be available in the summer of 2015.

To purchase the published report, please reach out to Key Lime Interactive for more information at sales(at)keylimeinteractive(dot)com

Researchers, Designers, Executives, Journalists and Bloggers in the Cruise, Travel and Leisure Industry are encouraged to contact Key Lime Interactive with any additional questions.

About Key Lime Interactive

Key Lime Interactive is an user experience research firm with proven excellence in both quantitative and qualitative user and consumer testing. To serve our growing client list of Fortune 100 companies, we conduct competitive research, true intent / voice of customer studies, and prototype studies using quantitative methods. Additionally, we’re experienced in moderating one-on-one interviews/ usability studies, focus groups, and eye-tracking studies for both the traditional and mobile web. Currently, Key Lime is working to help top brands better understand their customer via behavioral personas and customer journey mapping. Ultimately, our goal is to empower teams to use consumer/user experience data at any and all phases of product development; from strategy to implementation. We aim to provide the true perspective of target users and build exceptional consumer-driven solutions.