Designing the next generation ATM experience

The Deloitte Neuroscience Institute supported a retail bank in evaluating their customers’ behavior in a cash-out process flow.

The client struggled to keep up with the quickly changing banking landscape. As customer preferences move towards mobile and user-friendly technologies, banks need to adopt a more customer-centric business model. One important and central touch point is the ATM machine. Therefore, the client wanted to design an intuitive and customer-friendly cash-out process. By measuring eye movements and brain activity the Deloitte Neuroscience Institute made customer preferences transparent.

The business issue of our client:

The digital era and rapid developments in customer preferences towards easy-to-use and intuitive technologies do not stop at the banking landscape. The client’s objective was to switch to a more customer-centric approach by designing a straightforward experience around all touch points. The Deloitte Neuroscience Institute supported the client in evaluating their customers’ brain activity in a day-to-day banking scenario, i.e. searching for an ATM and withdrawing money.

Our approach:

The Deloitte Neuroscience Institute measured eye movements and brain activity to make customer behavior visible. Test persons were equipped with eye tracking glasses and a mobile EEG to analyze the whole process flow of finding and withdrawing money from an ATM. Focus areas were the usability of the online banking application and the human-machine-interaction with the ATM. The Deloitte Neuroscience Institute evaluated customer acceptance or rejection, front-end design, and navigation elements.

Our delivered value:

The client gained insights into the interaction between customers and technologies. The use of an ATM as today’s cashpoint and a mobile phone as tomorrow’s potential cashpoint provided the client with an understanding of the whole cash-out process. The ATM experience could be redesigned to match customer preferences, increase product acceptance, and communicate customer-centricity.

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