Our Digital Experience team runs the ‘User in Tech Research Series’ at the Digital Experience Research Centre within everis Living Lab.
We explore and understand the underlying motivations that bring people close to digital products and services, and translate this into actionable design prompts.
In order to understand Generation Z, the new generation after the Millennials, we sat down and spoke with young users to figure out how they feel about current banking interactions and how they envision the ‘ideal’ banking model.
Delving into the average Gen Z portrait, we found out that they live in a world of duality: a generation that is ‘born digital’, avant-garde and ultra-modern and yet, heavily influenced by the post-crisis context and characterized for being pragmatic, cautious, prone to loneliness and full of uncertainties.
The described duality is reflected in how Gen Z manages their personal finances and how they perceive and interact with banks. We uncovered insights that relate to the motivations, expectations, perceptions and thoughts they had towards banking in 2018.
These insights have great implications for three pillars that we defined and that underpin a new digital banking model. These pillars should be translated into a human-centered design approach to banks’ digital products.
A study by Frost & Sullivan showed that by 2020, user experience will overtake price and product as a key brand differentiator. Understanding how to engage with Gen Z opens vast opportunities for user experience making it a driver of innovation in digital banking. We will see how banking organizations begin to structure themselves around their users and the need for experience models to become a central part of any organization, driving bottom-line performance.
Download the full infographic here.