As banks increasingly adopt mobile-first and mobile-only strategies, ensuring an accessible, user-friendly app experience has become crucial. Among the tools that banks now offer to enhance support, co-browsing has emerged as an innovative approach. Co-browsing allows support agents to share a customer’s screen, helping users navigate the app more effectively. Although this feature is particularly helpful for customers who struggle with digital interfaces, it also raises questions about app usability and user interface design. This article explores the role of co-browsing in mobile banking apps, the balance between user experience (UX) and reliance on support tools, the inclusivity of digital strategies, and the specific use cases that make co-browsing valuable.
Co-Browsing in the Mobile Banking Context
Co-browsing, or collaborative browsing, is a technology that allows support agents to view and interact with a customer’s screen to provide real-time assistance. In the mobile banking context, co-browsing proves especially beneficial for users encountering complex tasks, such as setting up an account, activating new features, or troubleshooting issues that might arise. Given that mobile banking apps are often designed with user independence in mind, the necessity for co-browsing may initially seem contradictory. Why should a user-friendly app need additional support mechanisms like co-browsing?
The answer lies in the diversity of users and their unique needs. While some users, especially younger ones, may feel comfortable navigating mobile banking apps unaided, other users, particularly digital immigrants or elderly customers, might require extra support. Co-browsing serves as a bridge, enabling banks to cater to the full spectrum of their customer base and ensure a seamless experience for those who may struggle with digital interactions.
The Importance of UX/UI Design in Reducing Co-Browsing Dependency
For any app, especially those dealing with sensitive financial data, a well-designed user interface (UI) and user experience (UX) is foundational. An effective mobile banking app should guide users intuitively through processes like transferring funds, setting up recurring payments, or managing investments, minimizing the need for external support. When an app relies heavily on co-browsing, it may indicate potential usability issues, suggesting that the app’s design could be refined to promote a more intuitive, self-sufficient experience.
The ideal scenario is to design apps so intuitive that co-browsing becomes a supplementary rather than essential feature. Here are some key principles in UX/UI design that can reduce the dependency on co-browsing:
- Simplified Navigation: Mobile banking apps should have clear, minimalistic layouts, with essential features accessible within a few taps. For example, placing core functions like account balance, transfer options, and payment history at the forefront can make it easier for users to find what they need without needing support.
- Consistent Design Language: Consistency in design elements such as icons, colors, and fonts makes it easier for users to familiarize themselves with the app. Users can then predict where to find similar functionalities across the app, reducing confusion.
- Clear Onboarding Processes: Onboarding is often the most challenging part for new users, particularly in banking apps where security is paramount. A step-by-step, visually guided onboarding process can reduce the cognitive load on users and lessen the need for co-browsing.
- Accessible Language and Visual Cues: Simple, accessible language combined with visual cues, such as icons or animations, can help guide users through complex processes. Clear prompts and explanations at each step reassure users that they’re on the right path.
By focusing on these principles, banks can reduce the need for co-browsing while still providing it as an option for those who benefit from the extra assistance.
Inclusive Strategies for Diverse Customer Segments
Mobile banking adoption has surged, yet a significant portion of customers still struggle with digital interfaces. These customers include elderly individuals, digital immigrants, or those unfamiliar with smartphone technology. For many of these users, the concept of navigating a banking app independently can be daunting. Ensuring inclusivity in digital banking requires banks to think beyond simple UI design improvements; it calls for a blend of technological support features and empathetic design.
Who are Digital Immigrants and Elderly Users?
Digital immigrants refer to individuals who were not born into the digital world but have adopted technology later in life. While they may be comfortable with basic tasks, complex or unfamiliar digital processes can present a challenge. Similarly, elderly users may have varying levels of digital literacy, with some only recently beginning to use smartphones or tablets.
These user segments are significant in the banking world. Many affluent customers, especially baby boomers, fall into these categories, representing an essential part of a bank’s client base. Ensuring their satisfaction and comfort with digital banking interfaces is a priority, both to serve this group effectively and to foster loyalty within this demographic.
How Co-Browsing Supports Inclusivity
Co-browsing can be a lifeline for these users, allowing them to receive immediate, hands-on support that empowers them to complete transactions or use features independently in the future. The real-time guidance offers reassurance, particularly in the context of financial transactions where trust and security are paramount. However, integrating co-browsing into an app should be done thoughtfully. To maximize effectiveness for this demographic, banks should prioritize:
- Easy Co-Browsing Activation: Users should be able to initiate co-browsing with minimal steps. For instance, a prompt asking if they would like assistance during key processes (like setting up an account or initiating a transfer) can make co-browsing feel more accessible.
- Clear Communication: When initiating co-browsing, the app should reassure users about the security and privacy of their information. Elderly or less tech-savvy users may hesitate if they’re unsure about sharing screens, so transparency about encryption and privacy is crucial.
- On-Demand Availability: For inclusivity, co-browsing should be available on-demand, especially during peak hours or times when elderly users are most likely to be online. Making the service accessible when users need it most can significantly enhance satisfaction and usability.
Use Cases: When Co-Browsing Adds Real Value
Although co-browsing might not be essential for every transaction, it shines in scenarios that involve complexity or require real-time support. Here are some of the most common cases where co-browsing can enhance user experience:
- Onboarding and Activation: For new users, the initial setup of a banking app can be a daunting process. Often, it involves multiple authentication steps, such as entering codes or scanning QR codes, which may feel overwhelming. Co-browsing allows support agents to guide users through these steps visually, offering reassurance and reducing the likelihood of errors.
- Complex Transactions: Transactions such as setting up recurring payments, managing investment portfolios, or configuring budget tools might require multiple steps or involve unfamiliar terminology. Co-browsing lets users execute these tasks with the guidance of a support agent, ensuring they understand each step of the process.
- Product Subscriptions: Some banks offer a variety of financial products, such as loans, credit cards, and investment accounts. The application process for these products can be detailed and may require users to understand specific terms and conditions. With co-browsing, support agents can walk customers through the forms, explaining any points of confusion and ensuring the process is completed correctly.
- Advisory and Support for Simulations: Many banking apps now offer advisory tools, such as loan or investment simulators, that help users plan for their financial future. Co-browsing allows support agents or advisors to share screens with customers, guiding them through simulations in real time, adjusting parameters, and answering questions as they arise.
In each of these cases, co-browsing acts as a bridge, transforming potentially overwhelming processes into manageable, user-friendly experiences.
Benefits of Co-Browsing: A Win-Win for Users and Banks
Beyond helping customers complete complex tasks, co-browsing offers several advantages that benefit both the user and the bank. When implemented effectively, it can lead to the following positive outcomes:
- Increased Customer Satisfaction: Co-browsing allows customers to feel more supported. Real-time visual guidance reduces frustration and instills confidence, especially for those new to digital banking.
- Reduced Support Call Volumes and Call Durations: When users can receive step-by-step guidance, they’re less likely to make repeated calls for the same issue. This can streamline support operations, reducing both call volumes and call durations, which translates into lower support costs.
- Efficient Problem Resolution: With co-browsing, support agents can see exactly what a user sees. This minimizes misunderstandings and enables agents to address issues faster and more accurately, as they can visually confirm each step of the user’s journey.
- Enhanced Data-Driven Insights: Co-browsing sessions can be recorded and analyzed to identify common pain points or areas where users struggle. Banks can then leverage this data to refine their app design and improve in-app tutorials or FAQs, proactively reducing the need for future support.
Conclusion: Striking the Balance Between Independence and Support
As mobile banking continues to grow, banks are tasked with ensuring their apps meet the diverse needs of their users. Co-browsing, when used as part of a holistic user experience strategy, can empower users without compromising the simplicity and independence that mobile banking promises. By focusing on a robust UX/UI design and providing inclusive features like co-browsing, banks can cater to all customer segments—from digital natives to digital immigrants—and ensure an accessible, satisfying banking experience.
Ultimately, the goal should be to create mobile banking apps that are easy to use for all, with co-browsing as an available option rather than a necessity. By combining thoughtful design with empathetic support features, banks can achieve a balance where every user, regardless of their tech proficiency, feels confident navigating the digital landscape of modern banking.
Find out how jemmic implemented co-browsing in the conversational framework SecuChat, and how it can be used in an existing mobile banking app like the one of Finnova in this videos:
