UX Guideline #78: Set a user’s expectation before they use a service

@Nirish introduced me to Commbank’s Kaching app a couple days ago. Essentially, the service allows Commbank customers to perform cash payments via sms, email or Facebook. Sounded like a refreshing new way to bank. 

Until we tried it. 

After a food-coma-inducing lunch at Hurricane’s Grill Darling Harbour (~Ribs!!), Nirish paid me his share of the bill using Kaching. Here’s my user journey of using the app:

20120705-commbank_kaching_user_journey-1

All was well until the last message on the last screen:

20120705-commbank_kaching_user_journey-2

“It may take a few days for your money to arrive in your account.”

 

The culture of modern living has raised our expectations of how long things should take. With digital transactions, we tend to expect immediate gratification. We want digital things now Now NOW. 

In this case, my expectations were horribly failed. I expected the transaction to happen immediately, yet nowhere in the 3 preceding screens were my expectations set. 

There is a quick fix to the problem though: tell users how long it would take the money to be transferred on Screen 2. While this may dissuade some users from transacting, it’s certainly a better outcome than disappointing users at the very end and swearing off using the service ever again (like me).  

UX Guideline #78: Set a user’s expectation before they use a service. 

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