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User experience (UX) in digital banking isn't merely about good aesthetics. It's deeply rooted in science and psychology, governed by established laws that guide user interactions and decision-making. Here are 11 key UX laws, explained with examples relevant to digital banking applications.
User Experience (UX) refers to a user's overall experience when interacting with a product or service, including a digital banking app. Good UX design in banking focuses on ease of use, accessibility, and providing a seamless and satisfying user journey.
User Interface (UI) refers to the specific visual elements and interactive components of a product or service that users interact with. This includes buttons, icons, layouts, and other graphical elements that facilitate user interactions.
- UX (User Experience) is about the overall feel of the experience. It includes research, planning, and structuring how a product works and feels. It focuses on solving user problems and ensuring the product meets user needs effectively and efficiently.
- UI (User Interface) is about how the product’s surfaces look and function. It includes the design of interactive elements, visual aesthetics, and the layout of the product. It focuses on the product's presentation and how users interact with its elements.
Definition: The time it takes to reach a target is a function of the distance to and size of the target.
Example: Placing commonly used buttons, such as 'Transfer Funds' or 'Pay Bills', at the bottom of the screen within easy thumb reach on mobile devices ensures quick access and reduces effort.
Definition: The more choices users have, the longer it takes for them to make a decision.
Example: Streamline navigation by categorizing banking services under broad headings like 'Accounts', 'Loans', and 'Investments'. This reduces cognitive load and helps users find what they need faster.
Definition: Users spend most of their time on other sites, so they prefer your site to work similarly to those they already know.
Example: Incorporate familiar design patterns and interactions used by popular apps like swiping for actions and standard icons for settings and notifications. This reduces the learning curve and enhances user comfort.
Definition: The average person can hold about 7 (±2) items in their working memory.
Example: When displaying transaction history or account details, chunk information into groups of 5-9 items. For instance, show recent transactions in clusters of up to 9, making it easier to process and recall.
Definition: Simplest solutions are often best. Among competing hypotheses, the one with the fewest assumptions should be selected.
Example: Simplify the user interface by removing unnecessary elements. For instance, a clean dashboard with only essential account information and key actions like 'Transfer' and 'Deposit' helps users focus on what matters most.
Definition: 80% of effects come from 20% of causes.
Example: Identify the 20% of features most frequently used by customers, such as checking balances and transferring money, and ensure they are easily accessible and prominently displayed.
Definition: There is a certain amount of complexity that cannot be simplified.
Example: For complex tasks like applying for a mortgage, guide users through the process step-by-step with clear instructions, progress indicators, and help tooltips, rather than overwhelming them with all information at once.
Definition: When multiple similar items are present, the one that differs from the rest is most likely to be remembered.
Example: Highlight important alerts or promotional offers with distinct colors or graphics to make them stand out from regular notifications or messages.
Definition: People remember uncompleted or interrupted tasks better than completed tasks.
Example: If a user starts a transaction but doesn’t complete it, send them a reminder or show a prominent notification the next time they log in, encouraging them to finish the process.
Definition: Productivity rises when interaction is seamless.
Example: Ensure that actions like logging in, transferring funds, or viewing account details are fast and responsive, minimizing waiting time to keep users engaged and satisfied.
Definition: Users tend to remember the first and last items in a series best.
Example: Place the most important features, like 'Account Balance' and 'Recent Transactions', at the top and bottom of the main screen to ensure these key elements are easily remembered and accessed.
Applying these UX principles in digital banking apps can greatly improve user experience by making interactions more intuitive and efficient. By prioritizing these concepts, banks can develop apps that not only meet but surpass customer expectations, leading to increased engagement and satisfaction.
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Ondřej Slivka
Senior insider
