Building Stronger Customer Relationships

We provide on-going on-site support to the Nationwide Usability Centre, usability testing their products and services including websites, literature and cash dispensers.

At its dedicated Usability Centre, based in Swindon, Nationwide Building Society evaluates the ease of use of  products and services to help identify the most effective way of dealing with its members.

Any product that Nationwide is developing or improving, from literature and application forms to the latest technology, is evaluated at the centre by members and employees in everyday surroundings, designed by the society to elicit a genuine response.

Inside the centre there is a fully working branch, a mock-up of a call centre and a real home from home – a comfortable lounge complete with TV, sofa, home office and a kitchen/dining area.  Centre manager David Followell explains, “We want to recreate a member’s experience of using our products and services as closely as we can, whether it’s in a branch or at home in front of a PC or television.

“This everyday set up is essential”, says Followell, “as it ensures we get as authentic a response from members as possible.”

Another crucial element of the evaluation process and the quality of its results is expert advice and System Concepts has been called upon by Nationwide to conduct a wide range of usability evaluations at the centre.

A team of System Concepts usability consultants led by director Andrea Caws has worked closely with Nationwide at the centre and out in its branches to evaluate a broad range of products including web sites (internet and intranet), e-business services, self-service machines, new technology and marketing literature.
The work supports the society’s market research by making solid recommendations for the successful implementation of products in real life.  By testing prototypes and mock-ups any modifications needed to improve their usability and to meet member expectations can be made before finalising the content or design.

Usability Testing a Self-Service Cash Machine

One key project for System Concepts was the evaluation of a new self-service cash machine which accepts both passbooks and cards, and offers a range of services including cash and cheque withdrawals and deposits.  Members were recruited to test the state-of-the-art cash machine at the centre where they were asked to attempt various tasks such as checking their account balance and withdrawing a cheque to pay for a holiday.

Andrea Caws explains how the test was evaluated, “We monitored each person's responses, analysing a wide range of issues such as how people reacted to the type of language and graphics used on screen, if they were able to follow the instructions easily, how they found the layout and feel of the machine, how long it took to complete the tasks and ultimately, were they successful?

“As a result of our recommendations specific aspects were modified including the instructions and terminology used and the layout and presentation.  The machines are currently being piloted with a view to being introduced in 80 branches.”

Usability Testing Customer Letters

Apart from the latest technological devices, direct marketing is also an important means of communication for Nationwide and System Concepts has conducted several usability evaluations of member letters.
 
Andrea Caws continues, “Customer letters are obviously intended to inform the recipient but if unclear can generate unnecessary enquiries for branch and call centre employees.  Rephrasing the language and terminology used reduces queries and obviously saves time, money and patience for both customers and staff.”

A typical example was a letter intended for long-established members holding account types which are now discontinued, and consequently more difficult to maintain by the society, to advise them of alternatives available from Nationwide’s current product line.  System Concepts evaluated the letter with a group of members to test their reactions.  Did they understand the options on offer?  What should they do next?

From this particular study, System Concepts was able to highlight where the letter would have generated further enquiries and suggested modifications to ensure the communication was clear and easy to understand for customers.

Nationwide’s Usability Centre plays a vital role in the society’s successful interaction with its members.  David Followell adds, “It’s a question of finding a new method that members are comfortable with.  Whether this is by using new technology or more traditional methods, the centre aims to find out, and work on, the way members want to do business with Nationwide.

What Does the Client Say?

System Concepts has demonstrated considerable expertise in understanding the objectives of the centre and works seamlessly as part of the Nationwide team whilst still offering clear-cut objectivity.

Always flexible and professional, the System Concepts team has consistently delivered high quality feedback of results and practical recommendations which have made a significant contribution to the advancements made by the centre.

Last updated: July, 2010

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