App review: Tide
How did Tide come to my attention? — I vaguely recall receiving an email from Tide a while ago about signing up for Tide, and a chance to learn about this new service before launch.
How does Tide explain itself in the first minute? — When I googled Tide, the top search result has “the Business Current Account that saves you time …” as its byline (see Fig. 1).
Fig. 1 — Screenshot of top search result for Tide Banking
When I then go to Tide’s website, the homepage’s key messaging explains how Tide provide a small business current account (see Fig. 2). Speed and costs are the main things I take away from looking at Tide’s homepage at a first glance. I’m immediately intrigued to learn more about Tide’s “powerful tools that save you time and money.” This perception is reinforced by a “Sign up in 5 minutes” call to action button, just below the fold on Tide’s homepage.
Fig. 2 — Screenshot of the homepage of https://www.tide.co/
Getting started, what’s the process like? — I click on the “Sign up in 5 minutes” button and a popup appears, telling me that Tide is available on Google and Android (see Fig. 3). I (wrongly) assumed that Tide’s services would also be available on my desktop, but I’m happy to go the App Store and download the Tide app.
Fig. 3 — Screenshot of Tide’s popup message, directing me to Google Play and the App Store to start creating a Tide account
Fig. 5 — Screenshot of the opening screen of the Tide iOS app
I click on the “Get started” button and land on a delightful screen that shows me upfront what I need to open a Tide account. I like how the app informs me upfront of the documents and information I need to open a Tide account (see Fig. 6). As a user, there’s nothing more infuriating than starting the account creation process and learning halfway through that I don’t have the right documents.
Fig. 5 — Screenshot of the second screen of the Tide iOS app
I use the camera to take a picture of my driving license. Doing this makes me realise again how my passport is still registered to my old address, and I wonder if and how that’s going to impact my application for a Tide account.
Clearly, something isn’t right and I see a popup message which explains how Tide was unable to verify my details automatically. I now expect a phone call or an email from Tide about my identity verification. The good thing is that I can still continue with the account creation process, by simply clicking on the “Continue” button.
The bit where Tide links to Companies House feels very seamless and it automatically picks up my company.
This is the point where I hit a spanner in the works as the app doesn’t seem to accept the security photo that I’ve taken of myself. There’s a circular type button which enables me to take my picture again … and again … and again. Meanwhile, I’m unclear as to what I’m doing wrong and there’s no tooltip to explain what I need to ensure my picture meets Tide’s criteria. Clicking on the “next” button in the top right hand corner of the screen doesn’t help unfortunately, so I feel a bit stuck here.
After contacting Tide, the issue gets resolved and I continue the onboarding process. “Terms And Conditions” is the next step I’m presented with. The calls to action are clear and I like how I can easily read through Tide’s “Member Terms” and “Account Agreement” if I wish to.
After clicking both tick boxes, I receive a notification stating that my account has been opened, but that Tide needs to do some extra checks before creating a sort code and account number for me. I suspect this is due the fact that my driving license is still registered to my old address and doesn’t correspond with my company address.
The additional checks get carried out pretty swiftly and I can see a confirmation screen within the app, containing my account number, sort code and balance.
Did Tide deliver on my expectations? — Yes, apart from the issue with my security photo, onboarding with Tide felt intuitive for the most part. I believe that the app and the overall user experience would benefit from some simple tooltips (e.g. when submitting security details) to further simplify things.