Design Smackdown – Incumbents vs FinTechs

“To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry.” –Paul Rand

We know what you might be thinking. Why is a FinTech company talking about design? Think about it. We all have products or services to offer. Shouldn’t the way we present those offerings be the cleanest, most intuitive and simplest to use? After all, the barrier to entry can take many forms and design or user-experience is certainly a big one.

It’s more than this interface is ugly and this one is clean. It’s about creating the easiest experience for the user. One that allows them to sign up in a few steps and of course then is a no-brainer for continued use. In today’s day and age, the mobile experience is paramount.

We took a look at the customer experience of several Financial incumbents and some FinTechs to see how they compared. This includes things like interface density: color, fonts, spacing, as well as more quantifiable data—steps to sign-up and log-in, overall app navigation and ease of usage.

Author’s note: In our review of incumbents and fintechs, we have attempted to assess the user interaction and experience with quantifiable data points to try to eliminate subjective opinion. If you believe that beauty is truly in the eye of the beholder, we’ve tried to focus on objective learnings vs subjective opinion.

Clutter vs. Clarity

The incumbents seem to have taken their web experience and tried to leverage those existing workflows into mobile. The screens are dense with information with a less intuitive path to entry, a plane can only land on one runway. In fact, on the sign-in screen, users are given quotes, research, accounts, trades and more. There are in some cases, 60, yes, 60(!), fields or upwards of 10 steps to complete in order to sign up. Some even suggest a 10 minutes process and then tell you it takes 2 days, yes days, to hear back. Who is going to do all that on mobile?

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Meanwhile, many FinTechs were mobile first, starting from the ground up, which allows them to simplify and convey the one thing they want the user to do: sign up, log in and start immediately using the tool. There is nothing distracting them from that goal and it’s literally the only thing they can do on that screen. No distractions. No extra steps. Just sign up or log in. All of these offer 12 screens (some which are inaction screens) to sign up. That’s under 5 minutes. No waiting period. Mission accomplished.

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Incumbents Still Winning…for Now:

While incumbent apps are rated well and—as of now—preferred by experienced traders or those who have broader active investing needs, this rating likely has more to do with the rich legacy features that older generations of investors rely on. In other words, rich features and lack of head-on competition from Fintech apps that aren’t competing to the same level of investors and for the same features are the reason they are being more utilized. An example of this would be a plethora of research and charting tools as found on Etrade but not on RobinHood, something an experienced, active trader leverages to make decisions.

Let’s compare:

Here how Robinhood and Etrade both show AAPL as a quote page. There are two distinct approaches being utilized and it’s clear the apps cater to two types of investors. Etrade is info-rich, providing more information for trading decisions. For a newer investor, this might be more content than is needed. But for an experienced trader, this is what they’re used to seeing.

Robinhood, on the other hand, offers a slicker and cleaner interface. Robinhood presents users with one aspect of the stock and directs them to exactly what they want them to see. For a newer investor, this is likely all they need and doesn’t overwhelm with excess complexity. 

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Understand the Trends

Fintech apps have mainly been focusing on a large pool of inexperienced or young investors, or those that want to take generally a passive role in the investment markets. As we mentioned, Robinhood—the only FinTech broker competing for active trading—is still lacking in basic Incumbent features such research reports and stock screeners for idea generation. However, each segment has something different to offer:

Incumbents

  • Audience: Experienced investors/traders
  • Sign up process: Lengthy and information-rich  
  • Ease of use: High learning curve
  • UI and UX patterns: Complex
  • Capabilities: Feature-rich

FinTech

  • Audience: Young investors/traders
  • Sign up process: Straightforward and short  
  • Ease of use: Shallow learning curve
  • UI and UX patterns: Simple and modern
  • Capabilities: Limited focus

What the Future Holds

For now, FinTech apps aren’t a threat to Incumbents for serious traders. However, that doesn’t mean Incumbents should rest on their laurels and accept their outdated and clunky app experience. Given a bit more time, FinTech players could, and likely will, gain ground on new waves of investors. Since Incumbents have been really slow to adopt in focusing on the end-user through better UX, FinTechs are picking up Millennials that have grown up using Facebook, Google, Uber and other services that established high standards for their experiences. These are apps that offer low learning curves, simple entry, and minimalistic user interfaces. And they are what the people want. So, it’s only a matter of time before user experience trumps experienced.

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