讓銀行業(yè)愛上平板的神秘推手
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????例如，這家公司幫助為花旗設(shè)計的蘋果（Apple）iPad應(yīng)用軟件去年7月一經(jīng)發(fā)布，就在花旗客戶中大受歡迎。它提供彩色互動圖表，可以呈現(xiàn)用戶過去、現(xiàn)在和未來的消費儲蓄習(xí)慣。同時，這款軟件還可以根據(jù)年齡等因素篩選后，形象地比較個人客戶和大眾（加總，佚名）的支出情況。Fjord的商業(yè)設(shè)計副總裁普拉盛?艾格拉沃表示：宗旨是要向花旗客戶展現(xiàn)出“他們個人的金融生活”。而且，應(yīng)用軟件用戶也能支付賬單、進行其他一般性的銀行活動。 ????雖然這款軟件外觀典雅，使用簡單，但當(dāng)人們主要用其支付賬單時，真的會用它的不同功能嗎？“數(shù)據(jù)顯示，77%的用戶使用了這款軟件的所有三大塊功能，”花旗銀行北美（Citibank North America）的移動和新興科技策略總監(jiān)安德雷斯?沃伯格-斯多克表示。 ????確實，客戶們喜歡這款iPad應(yīng)用軟件，似乎勝過花旗在聘請Fjord前自主設(shè)計的iPhone應(yīng)用軟件?；ㄆ靑Pad應(yīng)用軟件發(fā)布后的頭六周，它的下載次數(shù)就超過了花旗iPhone 應(yīng)用軟件下載次數(shù)的五倍多（這組對比剔除了設(shè)備持有時間和軟件發(fā)布時間的長短等因素）。此外，有5,000多名從未創(chuàng)建網(wǎng)絡(luò)或移動用戶ID的花旗客戶登陸了iPad應(yīng)用軟件，說明這款平板電腦應(yīng)用軟件引來了原先的非數(shù)字化用戶。 ????用戶對軟件的評價一如既往地積極。發(fā)布五周后，花旗iPad應(yīng)用軟件被選為“蘋果應(yīng)用商店員工最愛軟件”。科技研究公司Forrester 2012年1月的案例研究點評，這款應(yīng)用軟件具有“任務(wù)流簡單、直觀”等優(yōu)點。不過，也不全是贊譽之詞。《紐約時報》（New York Times）2月份曾報道，曾經(jīng)出現(xiàn)過一次令人極度難堪技術(shù)故障，導(dǎo)致花旗iPad應(yīng)用軟件的一些客戶交易被重復(fù)執(zhí)行。不過，即使在遭遇了這次技術(shù)故障之后，這款iPad應(yīng)用軟件目前獲得的用戶平均評分仍為3.5顆星（滿分五顆星），（相比之下，花旗iPhone軟件的用戶平均評分僅為2.5顆星）。 |
??? The Apple (AAPL) iPad app the firm helped design for Citi, for instance, was a hit with the bank's customers when it was released in July of last year. It features colorful interactive graphs that display a user's past, present, and future spending and saving habits. The app also features visual comparisons of the customer's expenditures and those of the crowd (aggregated and anonymized), filtered by factors such as age. The concept was to present Citi customers with "their financial lives," says Prashant Agrawal, Fjord's vice president of Business Design. And app users can also pay bills and other prosaic banking activities. ??? As elegant-looking and easy to use as the app is, are people really using its various features, when they're primarily there to pay bills? "The numbers show us that 77% of users are engaging with all three sections of the app," says Andres Wolberg-Stok, Director of Strategy for Mobile and Emerging Technologies, Citibank North America. ??? Indeed, customers seem to prefer it to Citi's earlier iPhone app, which the bank designed in-house before enlisting Fjord. During the first six weeks after the Citi iPad app's release, the number of downloads was more than five times that of the number of Citi iPhone app downloads (the comparison was adjusted for length of device ownership and time from launch.) And more than 5,000 Citi customers who had never created online or mobile user IDs signed up for the iPad app, suggesting that the tablet application lured in previously non-digital customers. ??? Reviews have been -- and remain -- positive. Five weeks after launch, the Citi iPad app was selected as an "App Store Staff Favorite." And a January 2012 case study from technology researcher Forrester (FORR) said the app "offers simple, intuitive task flows" among other compliments. It hasn't been all praise, though. A highly embarrassing technical glitch in the app caused unwanted duplicate transactions for some customers, as the New York Times reported in February. Still, the iPad app is currently rated by users with an average of three and a half stars out of five, even after the mishap. (In comparison, the Citi iPhone app is rated, on average, a mere two and a half stars). |
