Judith PraysBank of America

Checking a Balance"Customer Journey Documentation"

Summer Semester 2011 – Adjunct Professor Alisan Atvur"

How much money do I have?

Part 1: Going to the Bank

*guy in line behind me excited to finally get his turn*

Part 2: Online Banking

oh, wireless comcast internet. sigh.

take 2

Differences in Navigation Experience

To find this information at an ATM, I had to find a location, drive, park, insert my card and be conscious of the people behind me. It was a very physical experience. There was also something more satisfying about it - I saw some cute boys and felt like I accomplished a task. The internet experience happened at my convenience in my home in between making lunch and felt less like doing something - less laborious but less satisfying. I didn't have to be conscious of the person behind me but I did have to make sure my internet worked. The main difference is I can't get cash from the internet, but I can't easily view all the information from my multiple accounts from the ATM.

In-Store Navigation Difficulties

The most difficult part of going to the ATM was making time for it in my day. Also there is a low level of anxiety that is attached to going to the bank. I don't want someone to see my type in my pin number. I don't want someone to see my balance or how much cash I take out. And I don't like performing tasks while someone is waiting behind me - especially when I'm taking pictures of every single step for no apparent reason. In short the difficulty is I'm handling what feels like a private task in a public place. Strictly navigation speaking it's pretty much perfect - the ATM was in clear site and the steps are intuitive. This is tangential but my main issue is I have left my card in ATMs multiple times because you take your card out after you do your transaction and it's easy to forget.

Online Navigation Difficulties.

There are 3 steps to checking your balance, given that the internet works. It's hard to find flaws in that. I chose this task because it's the main one that people use online banking for, so they have probably made sure it's a clear experience.

The Winner? Online Banking

Checking a balance on the internet both gives you more information about your accounts and requires less time. I'd only go to the ATM if I wanted cash, to deposit a check or if I needed an excuse for walk.