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Do you try on shoes before buying a new pair? Of course — this is how you check if they fit. Now you can also have a test-drive with banking apps and BBVA tests the way.

Disclosure: I'm an author of the article.

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Image for 'BBVA: the try-it-out mobile banking'

14 comments

8 months ago

@AlexS, @Artur Malek - is this the next step in unbundling financial services?

Right now, this is a feature within Google Play, but that's not to say the concept can't be copied elsewhere. It's essentially opening a webview with a responsive page design within. Alongside that, most banks and financial service providers should be working towards componetising their infrastructure and creating microservices. Couple those together and what you get is the potential ability to launch and kill components rather than apps, across the whole ecosystem of the internet via any browser.

Instead of downloading my Barclaycard app, I could store a URL to the login component of the app, to launch when I want. Once in, the dashboard interface launches. Say I want to apply for a product, I call that app component. What about wider reaches? Integration with partners? I'm buying something from Amazon, could I port a view to see my balance quickly? I want to pay someone on fintechinsiders, could I launch the payments component?

I dunno, spitballing. But a while ago I had a long chat with a UX designer who foresaw the end of 'apps' being downloaded onto phones as browsers were getting so responsive and offered so much more capability.

Will be interesting to see what comes of it.

8 months ago

@sictransit As I said, I'm not an expert, but are you sure that instant apps are RWD withing webview? In my opinion, they are pure native apps and you can exactly fell that when using instant app - they give just good user experience (vs crapy mobile RWD).

"Native Android apps, without the installation" https://developer.android.com/topic/google-play-instant/

"Your own offerings should not link out to the browser but rather stay within the instant app, using a WebView if necessary."

8 months ago

@Artur Malek, I think you're right, it's not responsive web, view into the segregated app component - "Unlike native apps that have to be downloaded in full, Instant Apps launch with just a tap on a URL. To support this, developers partition their apps into small, runnable parts, so they can start within seconds." - https://techcrunch.com/2017/10/19/google-play-adds-android-instant-apps-via-a-try-it-now-button-among-other-changes/

8 months ago

Thanks for sharing this Artur! And props to BBVA for being on of the first banks to build an instant app (as far as I know?) 🙂

I like your idea for the account opening module - given how spotty / slow / expensive data connections can be, it'd be great to save the user some time / reduce friction / increase the conversion rate by enabling them to only download the bit of the app that they need in order to complete their key task.

I can also imagine banks unbundling more & more features from their apps (assuming developers are allowed to build / list several), to give users easy access to their services, even if they don't want the full app at all. At least they're getting some attention from the user then, even if they don't manage to keep it.

I guess these aid discovery too - 'ATM finder' is almost a separate category of apps, with so many companies (not just banks) offering directories so perhaps this is also a form of 'search engine optimisation'?

8 months ago

@AlexS very interesting thoughts. As far as I know, BBVA app is the first banking app in the instant world. Here you can check some of the other implementations, but from different industries: https://play.google.com/store/apps/collection/promotion_3002d0f_instantapps_featuredapps

As for account opening module – yes, it would definitely reduce the friction. Serving mobile web experience to a customer is something every bank should avoid (brrrr.) Especially if you are creating an onboarding journey in the mobile web (brrrr x2).

Unbundling the app and slicing it into different functionalities is possible thanks to modularization process and it is even possible for the bank to target different user groups with different functionalities. Who knows, maybe I’m the only one who being served the app with ATM finder ;)

Could you please tell me more in what form ATM finder impacts 'search engine optimisation'?

8 months ago

Could you please tell me more in what form ATM finder impacts 'search engine optimisation'?

Ah I just meant that if a user is searching the app store for an ATM finder then perhaps they're more likely to be referred to this instant app than BBVA's full app, since it's been split out into a separate(ish) listing & therefore matches the search term more closely than it would if ATM finder is included in the app's description - just a guess 🙂

8 months ago

The big daddy also has ATM finder inside :)

8 months ago

Yes but that's not the title for the app. So based on my rudimentary (possibly wrong) knowledge, a conventional search engine would rank a standalone thing that has ATM finder as it's name over an app that mentions ATM finder in it's description.

8 months ago

The thing is that, as far as I know, you can't change the name of a native app based on which module will be launched through the instant app channel. Native app and instant app are basically the same thing :)

8 months ago
8 months ago
8 months ago

Here is some more in-depth info about instant apps from Google https://developer.android.com/topic/google-play-instant/best-practices/apps

8 months ago

That's really useful, thanks!

8 months ago

Haha!