Under the wave of mobile Internet, the business format of banks has changed from card management to account management. The mission of mobile banking APP is no longer a simple product upgrade or channel innovation, but as the starting point of ecological connection to help banks complete the reconstruction of business ecology.
At present, almost every bank is equipped with a mobile banking APP. To win from here, the final competition is "experience". How to define "good experience"? There are thousands of answers to this question. From the bank's point of view, "less is more", the simple way-carrying more scenarios and richer products with a simpler interface and covering more user needs with a smoother experience is undoubtedly the correct solution.
20 16 10, Ping An Bank started the retail transformation in an all-round way. The retail market is a real hard-core competition, which tests the bank's deep understanding and digital landing ability of core elements such as users, scenarios, products, operation and maintenance, and transformation. In 20 17, Ping An Bank streamlined and integrated the APP matrix, and Ping An Pocket, Orange Bank and Credit Card were "three in one", which evolved into Ping An Pocket Bank APP.
A mobile banking APP that can be played well in the market is a concentrated presentation of the strength of banking products. The higher the tree grows, the deeper the roots must go. Ping An Pocket Bank has been continuously optimized since its launch and has gone through several iterations.
Now, the retail transformation war of Ping An Bank has entered the first year of the second five-year plan. It is understood that on July 26, Ping An Pocket Bank APP will be upgraded to version 6.0, and the user interface design and user service experience will be fully optimized again. The overall upgrade will start from the user demand side, with "simplicity, worry-free, time-saving and money-saving" as the anchor point, and strive to present the new highlights of Ping An Pocket Bank in four dimensions: intelligent interaction, aging, barrier-free, life and finance.
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Simple and worry-free, save time and money
On the whole, the construction concept of Ping An Pocket Bank APP is to increase user stickiness through scenarios, conduct multi-dimensional cross-analysis of user behaviors, and then customize products according to actual needs, and seamlessly embed traditional retail banking services such as lending, purchasing wealth management fund products, and payment and settlement into the APP scenarios that everyone uses every day.
Therefore, in this interactive operation, "saving time and money" has not only become the embodiment of product efficiency, but also the ultimate pursuit of user experience, and "simplicity" is the fundamental way to realize this pursuit.
From the many details learned, from the interface design upgrade to the service experience optimization, the version 6.0 upgrade takes into account all aspects of users' financial life, including interactivity, intelligence, security and the needs of special groups, as well as the latitude of life consumption and wealth management, giving full play to Ping An Bank's "double-line" advantages in retail business and technology empowerment under the comprehensive financial background, and returning from products to people. Help more customers to use it more conveniently, save more in daily consumption and earn more in financial needs. Of course, in the face of the elderly and the disabled, we can also provide them with more care services.
Personalization is the core of "user-centered".
The design interface of traditional mobile banking APP is often based on the needs of most users to choose embedded functions and tab display. Focusing on each individual user, the mobile phone interface is often occupied by a bunch of unnecessary functions. Aware of this demand, Ping An Bank uses the intelligent measurement model to provide its own interface content according to the individual needs of each user. For example, for credit card users, the interface will give priority to life offers and mall channels, and then present recommended common entrances at the bottom according to the user's usage habits. On this basis, users can also customize tab options according to their own needs.
With the continuous enrichment of scenes and products, users are increasingly dependent on the "search" function. Therefore, Ping An Pocket Bank 6.0 deeply optimizes the search function, improves the search fault tolerance, supports homophone error correction, and can intelligently recommend information according to the user's input content. 180 multi-function, more than 40 channels, easy to reach.
Ping An Bank has always advocated the service concept of "Profession makes life easier", which is more profound in wealth management.
There are relatively stable current and regular wealth management products, as well as familiar businesses such as funds, gold and deposits. At the same time, it also provides cross-border investment and asset allocation according to customer needs. Ping An Bank's financial product matrix can be said to be constantly enriched.
The upgraded version 6.0 not only sells the wealth management sub-products of Ping An Bank, but also introduces the wealth management sub-products of many other banks. And through the selection of the best, we constantly enrich the product content and provide products with different investment periods for users to choose. At the same time, through the underlying scientific and technological capabilities, personalized configuration is provided to help users better achieve the goal of "earning more".
At the same time, in order to take into account the flexible financial management needs of users to make money and consume, Ping An Pocket Bank version 6.0 launched a product with flexible use characteristics, "Flexible Treasure", with a daily quick redemption amount of up to 500,000, which is convenient for daily use and capital turnover.
When wealth management products entered the era of net worth, version 6.0 also combined with the trend and launched a "safe deposit" product with "guaranteed capital and interest" to help users reduce their worries about the risk of interest rate fluctuations and help users earn more.
At the same time, the upgraded Ping An Pocket Bank 6.0 makes it easier and more complete for users to understand their rights and interests, thus enhancing the friendliness and usability of rights and interests. Based on Ping An Pocket Bank APP, Ping An Bank provides users with colorful rights and interests in business travel, leisure and entertainment, basic services and other aspects through cooperation with high-quality merchants in various fields. In addition, users can always save more and feel pleasantly surprised by irregular benefits such as super repayment, pocket discount, big-name minus 8 yuan.
It is particularly worth mentioning that the 6.0 version of the product upgrade idea puts the care for the elderly in a very important position. According to the data of the seventh census, by 2020, the number of elderly people over the age of 60 in China has reached 264 million, accounting for 18.7% of the national population, while the existing customers of Ping An Bank account for nearly 6%. In view of the pain points of the elderly, such as unclear, incomprehensible, difficult to operate and easy to be deceived, the 6.0 version of the APP has been greatly optimized in terms of operability, understandability, compatibility and security.
As a financial APP, "security" is the bottom line of all experiences. Ping An Bank's security intelligent anti-fraud system relies on big data and technology two-wheel drive, and through the whole process control before, during and after the event, it monitors and waits for the whole life cycle of customer service in an all-round and three-dimensional way for 7*24 hours, further consolidating the security of user accounts.
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Behind the upgrade
Although the mobile banking APP has been covered in the service matrix of most banks, many banks simply make offline business online, and mobile banking has become a supplementary channel for outlets and smart teller machines. But in fact, the real task of bank APP is to complete the reconstruction of a bank's operating ecology. This point was deeply realized by Ping An Bank from the beginning of retail transformation.
With the change of bank management from seller's market to buyer's market, the management orientation of banks has also changed from "focusing on sales targets" to "focusing on customer needs". To some extent, the competition in the battlefield of bank APP is the externalization of retail transformation competition. As the core carrier of banking services for a large number of users, APP is an important battlefield for banks to attack retail targets.
20 16, 10, Ping An Bank started the retail transformation in an all-round way. 20 17, integration of Ping An Pocket Bank, Orange Bank and Credit Card. Since then, Ping An Pocket Bank APP has gone through several iterations. Behind every upgrade and optimization of the front-end APP is a deep insight into the real needs of users, continuous exploration of service boundaries and continuous iteration of technical capabilities.
From the perspective of industry practice, there are two strategies for banks to win the retail market: one is traffic thinking, such as taking users' WeChat payment and Alipay portal, becoming their card-tied accounts, and improving the actual use efficiency of bank cards; The other is product thinking, such as making your own app bigger and stronger, supplemented by small programs and official WeChat accounts, and establishing closer ties with users and merchants.
The traffic from the preferential subsidy circle ultimately needs to be retained through all-round capabilities such as products, marketing, experience and risk control. This is an advance from "technology" to "Tao", with a higher technical threshold and a test of a bank's internal strength.
In the past few years, Ping An Bank has put forward a new "five in one" model, in which open banks, AI banks, remote banks, offline banks and comprehensive banks are interrelated and organically integrated. Under the guidance of this concept, Ping An Pocket Bank also shows different vitality with its openness, intelligence and integration capabilities: introducing rich partner scenarios at the open level, creating customized first-class channels, intelligent cash flow and other industry characteristics at the intelligent level, and integrating them.
In the past few years, Ping An Bank's vigorous retail transformation has achieved remarkable results, and Ping An Pocket Bank has also become an APP for one billion users. According to the latest data, by the end of the first quarter of 2022, the number of registered users of Ping An Pocket Bank APP was 65.438+0.4 billion, of which the number of monthly active users reached 45.503 million. For an APP serving hundreds of millions of users, it is not easy to take into account the global needs of users of all ages. The ever-changing demand is condensed into "simple, time-saving, worry-free and money-saving". These eight words are not only the anchor point of this round of upgrade, but also the direction of Ping An Pocket Bank's efforts in the next stage.