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Smartphone applications that are thoughtfully and effectively designed can have a substantial positive impact on customer adoption, usage, and satisfaction. Poor design can confuse, confound, and sometimes mislead. This, in turn, can make customers feel anxious, frustrated, misunderstood, and suspicious; ultimately, it can lead customers to abandon a service.
This report uses an expert review of six smartphone applications available in India to highlight the design elements that are needed to create a design solution that is clear, simple, and ultimately useful and usable. With these insights, we hope that design teams can think afresh about the design of the smartphone applications they are delivering, and bring new ideas to their customers to obtain real-world feedback.
This report should be used as a practical guide for people who create smartphone applications for customers of mobile financial services in India and beyond.