ATM Experience Neuroscience Use Case

Article

Designing the next generation ATM experience

Supporting a retail bank in evaluating their customers’ behavior in the 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.

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 delivered value

The client gained insights into the interaction between customers and technologies. The use of an ATM as today’s usual cashpoint and a mobile phone as tomorrow’s potential cashpoint provided the client with an holistic understanding of the whole cash-out process. The ATM experience was redesigned to match customer preferences and increase user friendliness.

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.

Explore more neuroscience use cases of the Deloitte Neuroscience Institute.