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For Customer Experience Professionals

Web Site User Experience 2010: Australian Banks

Forrester Applies Its Web Site User Experience Review Methodology To Australia's "Big Four" Banks

April 27, 2010

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Authors

  • By Steven Noble
  • with Ron Rogowski,
  • Shelby Catino,
  • Rachel Zinser

Why Read This Report

The "Big Four" players in Australia's well-regulated banking sector emerged from the global financial crisis highly profitable and ready to invest in customer experience. To test how well they serve potential customers through their public-facing Web sites, Forrester used its recently updated Web Site User Experience Review methodology. None of the sites passed our usability tests, though Westpac's Web site came within a point of doing so. The greatest problems were with the sites' flawed search systems and inefficient tasks flows. To address these problems, the Big Four banks should adhere to the principles of Scenario Design and focus efforts on differentiating themselves by catering to their customers' deeper needs.

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Table of Contents

  • How Good Are The Big Four Banks' Web Site Experiences In 2010?
  • Inefficient Task Flows And Ineffective Search Held Most Sites Back
  • Banks Should Fix Search, Audit For Consistency, And Aggregate Information
  • RECOMMENDATIONS

  • Banks Should Think Like Their Customers And Keep An Eye On The Future
  • Supplemental Material
  • Related Research Documents