“Trend” is a divisive word. Being a “trendsetter” often comes with associations of being innovative, stylish, and worth following. While it can be desirable to be viewed as innovative, when it comes to customer and user experience, especially in financial services UX, design trends and usability can often be at odds.
In the realm of finances, insurance, and investments, users expect a certain steadiness in their online experience. Perhaps, even, a certain predictability or “boringness.” An ongoing PNC Bank ad campaign posits this as their strength: that “boring” can be brilliant, by allowing the focus to be on quality service and success, instead of on pursuing trends.
Our research consistently reflects that users are more comfortable with a less cutting-edge design if it means information comprehension is straightforward and recognizable. This is exemplified by a recent change made by Guardian on their life insurance quote tool.
The old design uses a fill-in-the-blank phrase completion format, evocative of Mad Libs word games.
The updated design returns the quote tool to its original format: a recognizable standard form, seen used for information input for decades.
Why is this design change considered an improvement, rather than a regression? The word game-style design exemplifies “gamification,” a lauded trend in recent years, now-pervasive in user experience across industries. Is it not laudable that the fill-in-the-blank format is meant to intrigue the user, gamifying an otherwise mundane experience?
While making user experience more pleasant is a commendable goal, this is an example of following a trend at the expense of the interface’s usability.
The prime directive of this life insurance form is to collect information needed to provide an insurance quote. Anything that may hamper the user’s ability to understand the input fields or accurately provide information is a detractor. The word game example unnecessarily complicates what could be a straightforward question-answer form. Its formatting also impedes scannability and the user’s ability to re-check their work, which could result in incorrect information from typos or misunderstood fields. Especially in situations where accurate information input may have a financial impact, research shows that users prefer what is familiar over what is fashionable.
Additionally, users commonly rely on auto-fill functions from their browser or device to quickly input their personal information into forms. Research repeatedly shows that the use of these functions is ubiquitous across user demographics, and that these functions are well-liked by users. An unusual form layout may not be compatible with autofill functions and may result in blank or incorrectly filled fields.
Another purpose of this form is to welcome a potential new customer, and introduce them to the company and brand. First-touch consumer interactions are critical for setting the tone for users’ expectations of future experiences, and an unusual first impression may discourage a potential customer from proceeding. In the earlier-cited example of autofill, a form that does not cooperate with users’ preferences and expectations may alienate users, and could generate ill will between a user and the company.
Leveraging trends in design has its time and place, but research shows that information input is a time when users prefer familiarity and simplicity. The risk of input inaccuracy or user misunderstanding is higher when users encounter an unusually formatted form. That is a risk that needn’t be taken, especially during a user interaction meant to welcome potential new customers and generate accurate leads.
That said, knowing where to adhere to convention and where to innovate can be tricky for financial services firms looking to improve their UX. Corporate Insight is here to help. We have over 30 years of examining the customer experience, with expert teams in financial services, insurance and healthcare. Our UX team helps new and existing clients improve their digital platforms with tested solutions. Learn what we can do for you.
Olivia De Sonne Ammaccapane
Olivia De Sonne Ammaccapane is a senior UX researcher at CI.