In a recent poll, we asked what people would most like to learn about. The results weren’t surprising but still revealing. Not a single vote went to functional basics.
It’s an understandable choice. New features are exciting, the basics less so. But it also raises interesting questions about what people value and what truly shapes the customer experience.
Our team spends a lot of time observing the interaction between customers and the digital services they depend on every day. And one thing comes through loud and clear. “Advanced” features mean little if the fundamentals don’t work smoothly.
When simple things still feel hard
Across financial services, we often hear frustration about everyday functionality. Take pensions for instance. We all know they’re complicated enough. If the basics feel confusing or unreliable, new tools often add noise instead of much needed ease.
Let’s share some examples. In our benchmark reviews, we consistently notice common points of friction:
- Adjusting pension contributions usually involves the employer but users often don’t know who to contact or what to do.
- Apps and websites sometimes push users out of their preferred channel, asking them to re-login or switch to a browser mid-journey.
- Key terms vary unnecessarily between providers e.g. “dashboard,” “homepage,” “overview”. This leaves people unsure whether they’re really getting the overview, or if there’s more to discover elsewhere.
- Technical jargon (like “drawdown”) often appears without explanation, assuming knowledge most customers simply don’t have.
These aren’t high-profile failures, they’re everyday obstacles. But they add up to a feeling that providers haven’t fully nailed the essentials.
The invisible cost of friction
Interestingly, customers rarely leave because of these issues, particularly in pensions, where choice is typically determined by employers. In banking, price and habit remain stronger motivators, with some defaulting to what their family or partner use.
But that stability can be deceptive. When customers tolerate poor experiences rather than celebrate them, it suggests a fragile kind of loyalty. And room for disruption.
Three non-negotiable basics
The things that should just work. And which can also help you to differentiate.
For most users, the basics aren’t glamorous. They just mean being able to complete a task quickly and confidently. This includes:
- Clear recovery paths, so you can exit or undo an action without restarting the app.
- Security that feels seamless, such as Face ID or a fingerprint instead of a password.
- Language that makes sense, so people don’t need a glossary to manage their money.
Far from hygiene factors, this can differentiate a service. Allow it to fit seamlessly into daily life, creating more time well spent & less tolerated experiences.
Maybe it’s not that people don’t care
On reflection, maybe it’s not that people don’t care about the basics, but instead they already expect them. Good fundamentals are invisible when done well and seen only when they fail. In that sense, our poll might not reflect disinterest, but confidence that the basics are already being met. The evidence, however, suggests there’s still work to do. In industries like pensions, where digital maturity continues to lag, the door is still open for disruption.
Are the biggest gains for innovation found in iteration?
Innovation and basics shouldn’t be in competition. The best experiences come from making the fundamentals invisible – smooth, consistent and reliable. Shiny new features can then feel natural, rather than being layered on top of something clunky. In sectors like pensions, digital expectations are rising fast so iterating the basics may be one of the most impactful ways to step ahead.
How do you compare?
Our custom research offers you the ability to compare & benchmark your digital experience against the competition. Arrange a call to discover how BehindLogin can help you to shape strategies, green light projects & inspire your teams to design best-in-class user experiences.
