Building a Mobile ‘Super App’ for Embedded Finance
A Super App aggregates together multiple services to meet the demanding needs of mobile users.
As CNBC reports Uber has announced ambitions to become a “Super App”.
This means that it is adding trains, buses, planes and car rentals to its app this year. While Uber won’t provide these travel services itself, it will allow users to book them through its app following software integrations with platforms that sell tickets.
OpenPayd, a provider of Embedded Finance solutions, writes here that while 80 apps are installed on the average phone, only 30 are used monthly and just nine weekly.
So of the 1.85 million apps in existence today if you want yours to be used regularly it needs to be one of the top nine.
This sets the scene for the “Super App“. Rather than a single function app the basic idea is that the super app aggregates together multiple functions, integrating an ecosystem of services into one mobile experience.
The Verge describes examples like WeChat which can also be used to take out a loan to buy your next car, commerce done through mini-apps that WeChat lets other developers build on its platform, and how Facebook started adding shopping features that keep users from needing to complete purchases elsewhere.
As OpenPayd defines this puts Embedded Finance at the heart of this strategy: “If you’re an online retailer, you may want to introduce a buy-now-pay-later scheme, which is a form of embedded lending.”
Super App UX
The UXDA team offer this detailed analysis of the UI strategy for a FinTech Super App, and they also describe the top 25 experiences for FinTech apps.
This explores a banking super app UX/UI design concept, that leverages mobile banking trends including the Blockchain, gamification, nudge theory, robo advising, voice processing and social integration.
They reference keynote case studies like how Revolut is actively scaling its banking ecosystem via a super app by adding new features and products, including those provided by third-party institutions, and the Russian Tinkoff Bank launched a banking super app that, along with financial products, includes a marketplace of goods and services, a health support system with the ability to choose a doctor, and lifestyle services like travel, restaurants, and events.
Their article explains how these capabilities can be harnessed to streamline access to banking service, through digital identity technologies such as biometrics, to avoid cumbersome usernames and passwords, and utilizing AI to provide a more accurate customer credit score, based not only on the user’s bank profile but also their social accounts, and improve the experience of functions based on credit scoring.
When it comes to the UX architecture of this financial super app, we have to take into account that the person’s financial life involves not only the user and his money but also his/her family, friends and dozens of financial products that solve different financial needs.
For example, to manage the family budget, the user has to overlook the financial status of his/her family members. Also, the ability to review the financial behaviors of a customer’s friends could provide great insights into how to better manage his/her own finances.
They offer a number of best practice recommendations, such as how a financial status overview is the first thing users should see after opening the application, meeting the need to satiate the immediacy of the most frequent / commonly used features.
Similarly to have a proper understanding of their financial situation, the users need to know their planned balance, excluding money needed to pay routine bills, and so another very convenient feature of UXDA’s neobank concept is the ability to explore income and expenses for the last month and compare those to the average levels in the same period for a particular account.
A keynote example of features defining a super app is that all types of financial accounts from different banks or even crypto wallets can be connected to the app so users can get overall insights about their actual financial wealth via a single bank interface.
Likewise they highlight that money transfers and bill payments are one of the top priority scenarios of the digital banking customer experience, but that these also cause the greatest struggle to the users as they often require quite a lot of time and effort, and so they propose a payment function that is as quick and simple as messaging, and that is socially-integrated, so that you can easily call up your contacts and one-click submit a payment to them.
They describe how different technologies from voice agents to gamification can be synthesized to deliver a superior mobile experience of value adding services – Intelligent AI-enabled agents can act like an Amazon Echo type assistant but for finances, and through fun rewards schemes the super app can help better motivate users to manage their finances more effectively.