User testing of the first ATMs
An SIR Case Study | Back to OUR WORK
SIR Client: South Carolina National Bank
Challenge: South Carolina National Bank (SCNB) was among the first to introduce the automatic teller machine (ATM) to customers. SIR’s product development research helped the bank’s leaders invest in this big new idea with confidence. We helped answer: Would consumers try and — more important — trust this invention? How would the SCNB brand be affected?
Action: SIR launched a creative demonstration test for the new product — off the back of pickup trucks at county fairs all across the Southeast. The overwhelming conclusion was that consumers accepted and liked ATMs. But using the bank’s brand name made the difference. SIR advised SCNB on its ATM branding and usability strategy for greatest consumer acceptance.
Results: SIR research for SCNB helped put fast cash on every street in America.