Our research helped the client determine where next-generation ATMs were heading, which pointed its planning team in the right direction. The client so valued the research that it re-engaged us three years later to assess subsequent industry changes and benchmark its ATM interface against the current generation of competitor offerings.
ATM Interface Analysis
A banking client was planning to upgrade its ATM user interface and wanted us to benchmark its own offering against those of its competitors.
There were two goals:
- Identify where the client’s platform needed improvement
- Determine flaws in its competitors’ ATM interfaces that the client could exploit.
Corporate Insight took three lines of approach. First, using our Bank Monitor accounts, we visited the competitors’ ATMs and developed a site map for each firm’s interface. This map documented the major paths from start screen to transaction completion (for core and accessible functions), allowing the client to see how the competitors moved users through the multitude of options increasingly available on newer ATMs.
Second, we developed a matrix that benchmarked the core and advanced capabilities of each competitor’s ATM, capturing more than 60 functions.
Third, we provided the client with a best practices report that detailed each competitor’s offering and included photographs of its ATM interface. The best practices analysis focused on five key areas:
- Presentation. Was the design of the screen modern or outdated? Did the interface’s colors and aesthetics match those of the firm’s corporate identity and Website? Did the ATM use animation?
- Navigation/Usability. What main navigational structures were in place on the ATM screen? Was it easy for customers to move among different sections of the interface? Were there any security features in place when customers moved from one feature to the next?
- Functionality. What transactions could customers perform at ATMs? Did these available transactions vary depending on the customer’s type of account?
- Customization. Did firms allow customers to make preference selections at ATMs? Could customers choose default settings for certain transactions? Could they elect to show or hide certain information?
- Promotions. Were promotional messages displayed at ATMs? Were they presented before or after customers executed transactions? Were they included on the screen or physically posted/taped to the machine?