The ability to provide a frictionless digital customer experience is emerging as a critical factor in attracting and keeping customers. It is fast becoming the way for financial service providers, fintechs and banks alike, to differentiate themselves from their competitors.
It’s not easy anymore to ensure the success of digital financial services among thousands of competitors. Even some fintech challengers struggle to stand apart in a marketplace where functionality alone is not enough. But incorporating psychological and emotional elements into the design process in a graduated sequence will assure a market fit based on value.