User Research: What do financial customers really do when faced with a decision?

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At the 2012 Face of Finance Conference, at Bentley University, in Waltham, MA, Meena Kothandaraman (Bentley University) gave a presentation on financial customers during the "UX Financial Research" …

At the 2012 Face of Finance Conference, at Bentley University, in Waltham, MA, Meena Kothandaraman (Bentley University) gave a presentation on financial customers during the "UX Financial Research" session.

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  • 1. User Research: What do financial customers really do when faced with a decision? What motivates financial customers to proceed forward to a decision state? Number of people What makes them convert with confidence? customer consulted whileworking towards a decision (this can be through financial networks, social media, etc.) Reach a decision Time customer takes to make a decision (Time financial institution has to build trust) User Research AnalyticsUser Research: studies that Business Value: empowering customers Challenge: understanding whatinform on user rationale for to make financial decisions more efficiently people really do in private, whenmaking financial decisions (in and with high confidence in the financial faced with financial decisions, andperson, remote, analytics) institution (in a manner that suits them) enabling that behavior Kothandaraman