Ameriprise Financial was an also-ran in mobility within the financial services segment with a poorly performing app using the Pyxis MEAP development tool. The application had significant performance issues as well as an extremely low 1 star rating in both the iTunes and Android app stores, while other competitors had significantly better performing applications and higher consumer ratings.
In the highly competitive category of financial services, a poorly performing mobile application put Ameriprise Financial at a significant disadvantage in acquiring and retaining clients who were increasingly demanding anytime/anywhere information on and access to their accounts.
Ameriprise engaged Magenic to significantly improve their consumer mobile application and eliminate that competitive disadvantage.
Magenic developed a new and improved consumer-facing Ameriprise Financial mobile application using Objective C for the iOS platform and PhoneGap for the Android platform.
Native iOS was selected as analytics indicated the majority of Ameriprise customers were iPhone users and desired the specifics of the native iOS experience.
PhoneGap was selected by Ameriprise to address concerns they had on covering the variety of Android devices and operating systems. As the PhoneGap cross-platform development framework lagged in performance vs. native in some data-heavy operations, Magenic created necessary native plug-ins for PhoneGap application to improve response performance to approximate the native iOS experience.
Additionally, Magenic incorporated existing 3rd party software to efficiently allow the integration of specific roadmap features like Remote Check Deposit and financial market information into the application.
To optimize the user experience on mobile devices, Magenic created a new graphic design template for the Ameriprise app via a proactive design exploratory with extended Ameriprise’s brand identity into the mobile space. This new design template was so well received by the Ameriprise Marketing Group that it has since been extended by Ameriprise marketing into the overall Ameriprise brand identity.
Scope of Magenic services included: architecture, user experience design, development, quality assurance, project management and maintenance & support.
The project utilized Magenic 3-tier distributed development model (Consultants, US/Minneapolis-based Development Center and Global Development Center in Manila) to deliver best-in-class quality and a lower blended rate.