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2008-06-08

ING Direct communication case study: Account Sweep user interface

ING Direct does not include an account sweep function. There is an HTML hack possible to do this but I will not discuss. Following is the feature users would expect on the site:

A way to sweep all available money from one of your accounts to another one of your accounts. Just click the Account Balance button instead of entering an amount. This also works well with recurring payment, so that you can create a sweep account.

Now you have an account number you can give out to friends, PayPal, etc. You will not have to worry about them being able to withdraw money from your account, since it will remain empty. Anyone burned by PayPal will appreciate this.

Note: you cannot sweep all money from a non-ING account to an ING account, since ING cannot determine the balance of that external account.

ING Direct communication case study: improving eStatements

eStatements are a great proposition for companies: save money on a low-value service provided to clients that is legally required. Making eStatements more usable will reduce banks' postage costs and save customers money. Unfortunately, banks focus on revenue, not customer service or saving cost. Let's look at ING's execution




Some problems and possible fixes focus on the fact that most customers still expect paper statements and you need to make a compelling case to get buy-in. Also, since money's at stake, don't let your message get diluted:

  • Remove unrelated links: grade us, advertisement for CDs
  • Show statements on the page directly
  • Tell customers whether they have viewed a statement or not
  • When files download, save them with a filename that is useful
  • Digitally sign the statement
  • Post quarterly statements