IMPROVING THE USER EXPERIENCE OF FINANCIAL TECHNOLOGY IT SERVICES BASED ON UX/UI RESEARCH

Abstract

In today’s dynamic fintech environment, user requirements are constantly changing, and digital services need to be developed and adapted to meet their expectations and needs. UI/UX research technologies and methods provide rich opportunities to study user preferences and identify problems and shortcomings in existing digital services. The main aspects of improving the user experience of the mobile bank were reviewed. Recommendations were made for the further development of the IT service. The purpose of this article is to examine the main aspects of improving the user experience and to formulate recommendations for the development of IT services in the banking sector. Research methodology – at the first stage, an analysis of user behavior in fintech was carried out: a study of user expectations and preferences in the field of digital financial services. Then user experience was analyzed and UI/UX studies were conducted for the ‘Notification Center’ of the bank’s mobile application. The final stage of the study was to evaluate the effectiveness of the redesign project of the Notification Centre section of the bank's mobile application and to formulate recommendations for the further development of the mobile application.The research conducted has shown the practical importance of improving the user experience of the bank’s mobile application, which consists of improving usability, increasing customer satisfaction and improving the overall impression of banking services. This leads to increased conversion, customer retention and increased loyalty to the bank.Improving the user experience of the bank’s mobile application makes it possible to increase the efficiency of the bank’s employees, reduce the burden on the customer support department and reduce the number of errors when performing routine operations or actions. This not only optimises the bank’s internal processes, but also helps to improve the overall quality of service, which has a particular impact on the bank’s reputation, competitiveness and financial performance.