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Banking sectors must personalize apps by offering relevant content - Russian usability specialist

Economy Materials 12 February 2021 15:25 (UTC +04:00)
Banking sectors must personalize apps by offering relevant content - Russian usability specialist

BAKU, Azerbaijan, Feb. 12

By Sadraddin Aghjayev - Trend:

It is necessary to personalize the application by offering relevant content, adapting the design of the main screens of the application to adjust the functions and interfaces of the application for the needs of a user, Dmitry Satin, leading Russian usability specialist, founder of USABILITYLAB LLC, told Trend.

“The complexity of mobile applications associated with the excess of functions already exceeds the user's ability to perceive such volume of information, find the necessary information in it and perform the target action without errors during a limited period of time,” Satin added.

"The directions or trends in the development of mobile applications have been quite well defined,” the expert added. “Their relevance varies from year to year depending on the maturity of the banking sector in terms of customer and user experience."

Moreover, Satin stressed that for example, to obtain an online loan in a bank, a client must fill in so many fields that it is almost impossible to do this immediately because there may be a lack of all the necessary documents, the details of which must be entered into a form in the moment.

"This problem creates unnecessary burden on the client and greatly reduces performance," the usability specialist stressed. “The audience of remote banking services continues to grow rapidly.”

"As opposed to those who interact with banks physically (by visiting a bank branch), the online audience cannot get advice from an employee who can answer the vast majority of questions," Satin added.

“Such countries as Turkey and, in particular, Azerbaijan, which receive many tourists, actively use the language switching function in their banking services, the use of which is quite justified and expedient,” the usability specialist said.

"The territorial proximity of Azerbaijan and Turkey contributes to the transfer of cultural and business traditions between the countries," Satin stressed.

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