Maximizing mobile solutions

David Dean, SVP/marketing solutions & business development for CUES Supplier member CU Solutions Group, Livonia, Michigan, says credit unions are really in the same boat as everyone else when it comes to mobile: “Users today complain of app fatigue and express less and less interest in trying (and especially downloading) new applications. The goal is to minimize friction, produce value, deploy simple (yet beautiful) user interfaces and sticky solutions that drive habitual engagement.”

To maximize these solutions, Dean recommends that credit unions:

1. Put the member’s needs first, always. “Your credit union has all sorts of strategic and operational goals, including a desire to interact with members via mobile,” he notes, “but those goals have to take a backseat until your member gets his or her value up front.”
2. Deliver contextual value. A mobile device is different from a computer or tablet in that it carries with it an “implied duty” to provide value when and where that particular value is needed. The device is smart; it knows where it is, what time it is, and remembers the user’s past behavior. The user expects the applications on their devices to leverage these unique advantages and deliver relevant value as a result.

 

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