Loading...
Publication
Design de User experience (UX) e User interface (UI) em Aplicações Móveis Bancárias: Estratégias para uma interface eficaz e intuitiva
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 14.24 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Em todo mundo, o número de utilizadores de dispositivos móveis é superior ao de utilizadores de computadores, devido ao seu baixo custo e funcionalidades disponíveis no sistema (Dholakia,
2004; Morawczynski, 2009). Nos últimos anos, a tecnologia móvel transformou radicalmente a forma como interagimos com os serviços e, agora mais do que nunca, o sector bancário depara-se com a pressão de desenvolver propostas digitais competitivas capazes de proporcionar serviços inovadores que ofereçam soluções rápidas, ágeis e contínuas, substituindo as tradicionais agências bancárias físicas. Com o impulso pós-pandémico e a elevada penetração das tecnologias de self-service - também no sector bancário - o mobile banking surge como uma plataforma indispensável para os vários intervenientes neste setor, desde os incumbentes bancos exclusivamente digitais, até bancos públicos cujos clientes valorizam a possibilidade de uma operacionalidade e gestão financeira mais autónoma.
A possibilidade de um banco disponibilizar os seus serviços num dispositivo móvel pode expandir a captação de clientes novos, fidelizar os actuais e optimizar a gestão interna de recursos. No entanto, a
transição para interações digitais pode compreender desafios significativos, particularmente no que se refere à relação entre o cliente e o banco, incluindo a diminuição da personalização no atendimento e o potencial enfraquecimento da confiança, resultante da redução do contacto pessoal. Este resultado pode afetar negativamente o desenvolvimento de relações a longo prazo e a oferta de aconselhamento personalizado, elementos historicamente considerados fundamentais na construção da lealdade e satisfação do cliente.
A presente investigação foca-se em refletir e entender o papel do design no desenvolvimento das aplicações móveis bancárias, tendo como principal foco perceber os aspectos que contribuem para a criação de uma Experiência de Utilizador (UX) e User Interface (UI) de qualidade que influencia a confiança, satisfação e até a permanência do utilizador na entidade bancária.
A componente prática desta investigação consiste no desenvolvimento do design de uma aplicação móvel bancária para um banco de investimento, que apresente uma solução visual e interactiva que reflita os resultados recolhidos ao longo desta investigação. Para isso, foram aplicadas metodologias que constituem o processo de Design da Experiência do Utilizador (em inglês, User
experience (UX)) e do Design da Interface do Utilizador (em inglês, User interface (UI)), tais como a análise de case studies, a criação de personas, user stories, user journey maps, teste de usabilidade para investigar quais os aspetos a ter em consideração no desenvolvimento de uma experiência de utilização de qualidade. Recorreu-se também à utilização de metodologias de design onde se explorou soluções gráficas e estruturais, como site maps, wireframes e criação de um protótipo interativo da aplicação móvel.
Os resultados desta investigação deverão ser úteis para desenvolver e potenciar o conhecimento sobre o design UX&UI; maximizar o investimento neste tipo de serviços digitais e elevar a experiência do utilizador de forma a fomentar uma atitude de confiança no sistema mobile banking.
Worldwide, the number of mobile device users is higher than that of computer users, due to their low cost and the functionalities they allow (Dholakia, 2004; Morawczynski, 2009). In recent years, mobile technology has radically transformed the way we interact with services and now, more than ever, the banking sector is under pressure to develop competitive digital propositions capable of providing innovative services that offer fast, agile and continuous solutions, replacing traditional physical bank branches. With the post-pandemic push and the high penetration of selfservice technologies - also in the banking sector - mobile banking has emerged as an indispensable platform for the various players in this sector, from exclusively digital banks to public banks whose customers value the possibility of more autonomous operation and financial management. The possibility of a bank making its services available on a mobile device can expand the attraction of new customers, retain existing ones and optimize the internal management of resources. However, the transition to more digital interactions also introduces significant challenges, especially with regard to the customer-bank dynamic. The reduction in personal contact can negatively affect the development of long-term relationships and the offer of personalised advice, elements historically considered fundamental in building customer loyalty and satisfaction. This research focuses on reflecting and understanding the role of design in the development of mobile banking applications, with the main focus on understanding the aspects that contribute to the creation of a quality user experience (UX) and user interface (UI) and that influence the user’s trust and permanence in the banking organisation. The practical dimension of this research consists of developing the design of a mobile banking application for an investment bank, which presents a visual and interactive solution that reflects the results gathered throughout this research. To this end, methodologies from the User experience (UX) and User interface (UI) design process were applied, such as analyzing case studies, creating personas, user stories, user journey maps, usability testing to investigate which aspects should be taken into consideration when developing a quality user experience. Design methodologies were also used to explore graphic and structural solution, such as site maps, wireframes and the creation of an interactive prototype of the mobile application. The results of this research should be useful for developing and enhancing knowledge about UX&UI design; maximising investment in this type of digital service and improving the user experience in order to encourage an attitude of trust in the mobile ban system.
Worldwide, the number of mobile device users is higher than that of computer users, due to their low cost and the functionalities they allow (Dholakia, 2004; Morawczynski, 2009). In recent years, mobile technology has radically transformed the way we interact with services and now, more than ever, the banking sector is under pressure to develop competitive digital propositions capable of providing innovative services that offer fast, agile and continuous solutions, replacing traditional physical bank branches. With the post-pandemic push and the high penetration of selfservice technologies - also in the banking sector - mobile banking has emerged as an indispensable platform for the various players in this sector, from exclusively digital banks to public banks whose customers value the possibility of more autonomous operation and financial management. The possibility of a bank making its services available on a mobile device can expand the attraction of new customers, retain existing ones and optimize the internal management of resources. However, the transition to more digital interactions also introduces significant challenges, especially with regard to the customer-bank dynamic. The reduction in personal contact can negatively affect the development of long-term relationships and the offer of personalised advice, elements historically considered fundamental in building customer loyalty and satisfaction. This research focuses on reflecting and understanding the role of design in the development of mobile banking applications, with the main focus on understanding the aspects that contribute to the creation of a quality user experience (UX) and user interface (UI) and that influence the user’s trust and permanence in the banking organisation. The practical dimension of this research consists of developing the design of a mobile banking application for an investment bank, which presents a visual and interactive solution that reflects the results gathered throughout this research. To this end, methodologies from the User experience (UX) and User interface (UI) design process were applied, such as analyzing case studies, creating personas, user stories, user journey maps, usability testing to investigate which aspects should be taken into consideration when developing a quality user experience. Design methodologies were also used to explore graphic and structural solution, such as site maps, wireframes and the creation of an interactive prototype of the mobile application. The results of this research should be useful for developing and enhancing knowledge about UX&UI design; maximising investment in this type of digital service and improving the user experience in order to encourage an attitude of trust in the mobile ban system.
Description
Keywords
Design de interface Design de UX&UI homebaking aplicação móvel