Consumer services should focus on mini-2D before going 3D

Visualisation of data is the first step towards interaction with that data. In this case 'visualisation' needs to be understood in a broad sense, e.g. voice response telephone banking represents a way of making your account balance and transactions options understandable.

With ubiquitous web delivery to computer screens, 2D A4 type visualisation is well honed both from a design and functionality perspective. The Digg Swarm and Google's Gap Minder are inspiring examples.

The recent hype surrounding 3D virtual worlds has moved a number of companies to invest in virtual real estates. Most of them big consumer brands who want to be seen as brand innovators but also a handful of banks with other financial institutions talking about it.

There is a spot in virtual world Second Life where some of Amazon's book catalogue can be browsed in 3D. The problem with such an approach is lack of interface value. Everybody is familiar with the book format so buying decisions are influenced by information about books and recommendations, not an experience served in 3D. Banks setting up 'branches' in virtual worlds will soon learn that 3D graphics offer next to no advantage in interacting with customers. What customers really want is to access their bank accounts securely from their mobile phones, not from a virtual cash machine.

Tags: Second Life banking consumer banking mobile banking 3D interface 2D A4