Before he was able to buy lunch, Max needed to transfer money between bank accounts while he was out-and-about. He used an app on his smartphone to instantly and easily move the funds around so he didn't have to go hungry all afternoon.
Consumers rely on smartphone apps to complete everyday tasks, including banking. Brands have the opportunity to be there in these I-want-to-do moments and make life easier for their customers. Take a look at your own app and ask: Is it useful? Is it easy to navigate? Am I able to complete key tasks quickly? Putting yourself in the customer's shoes can help you prioritize investments.