OCBC adapts the display of its application to the needs of Seniors

Singapore Bank OCBC recently presented a new feature regarding the display of its mobile banking application. More than a purely aesthetic evolution, it defends a strong commitment to inclusiveness and accessibility for the bank's older customers.

FACTS

• OCBC has therefore added an intelligent text resizing feature to its mobile banking application. The latter will be available to bank customers at the end of July.

• The objective of this evolution is to improve the user experience in a personalized and proactive manner. The function will dynamically adapt the text size not only to the user preference but also to the usage context (regardless of the smartphone operating system used to access the application).

• To do this, customers will simply have to:
  • enter their personal space on their mobile banking application,
  • Click on the "More" button,
  • access the application functionality setting space,
  • select the desired display size.

• Almost 100 engineers, designers and product managers have worked on this feature to make it as practical and relevant as possible. The functionality was also developed through OCBC SeniorCare, a $2 million program launched earlier this year to help over 180,000 seniors age well.

ISSUES

• A necessary development : OCBC notes that almost 40% of its online active clients are 60 years of age and older. While the new feature remains accessible to all clients, it has been especially developed for the bank's senior and visually impaired clients.

• Promoting readability of its services : Most banking applications see their text settings and display depend on the accessibility features of mobile operating systems. OCBC offers here a simple tool (in use) dedicated to a population often marginalized by the digital bank.

• Adapt to local needs In addition to the Seniors, OCBC also had to consider local language needs. The resize functionality of its mobile app is therefore optimized according to language (English, Mandarin), which responds to a local demographic reality.

PERSPECTIVE

• Digital inclusion remains a challenge for a certain segment of the population today. It is also recognised as an important lever in the development of banking services. Bringing specific features to combat the digital divide is indeed a marker of societal innovation.

• Banks are stepping up initiatives to address the needs of all. ABN Amro used e.g. most recently cash tickets to contact isolated customers (the oldest or illiterate in particular).

• However, disability is also a potential factor for exclusion, and on this subject,a Postal Bank profited e.g. National Day of the Blind and the Blind, held on October 4, to announce the launch of a new voice banking card presented as both an affinity and a responsible person.

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